Meet the teams

We Transform to Perform

Click on each tile to explore the goals, team structure, stakeholders and responsibilities

Goal Setting Timeline

Why

Our business is increasingly more competitive (C)

We adapt our operational processes and mindset to grow our leadership position and justify our premium value proposition

Our business will be more clinical (CL)
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Our customers’ profiles and needs will be different, and we need to adapt our processes and systems to support their expectations

Our business grows by 20% every year (G)

We need to focus on value-add activities and evolve systems and processes to scale accordingly

Vision & Objectives

Goals for 2025

Browse through the yearly goals for the Sales Ops team.

Hedwig

Coming soon

Goals	Description
Prospecting	Understand and facilitate the implementation of the EMEA Prospecting strategy Collaborate with Sales, Marketing and Training departments to update the Sales Prospecting workflow according to Sales roles Collaborate with the other regions for Best practices Assess our prospecting tools and their adoption and usage Ensure Sales Hub is updated with latest information about Sales Prospecting Train and support the Sales team in performing prospecting activities Ensure backup is available for prospecting support while on PTO Identify, raise and implement enhancements for process optimization
Successful transition to the New Sales Operations Structure	Support the transition to the new Sales Operations Structure Optimize ways of working to enable potential increase of requests Emails received until 14:00 to be answered the same day, emails received after 14:00 to be answered the next day by 12:00
Demographics and Macroeconomic factors	Research Demographics and Macroeconomic factors impacting Illumina’s strategic imperatives (e.g. Demographics, Inflation, GDP, unemployment) Present quarterly weeks in our Weekly meeting your findings

Stella

Coming soon

Goals	Description
Sales Ops Hub	Create the plan and logic for the Sales Ops Hub implementation, a one stop shop for any Sales Ops employee to get onboarded, develop their skills and knowledge, explore the company structure and find information about all tasks and activities performed or supported by Sales Operations Collaborate with the Ass. Web Developer for the creation and validation of website design and logic Coordinate the creation of processes and work instructions for the website Launch the website by the end of 2022
Successful transition to the New Sales Operations Structure	Support the transition to the new Sales Operations Structure Optimize ways of working to enable potential increase of requests Emails received until 14:00 to be answered the same day, emails received after 14:00 to be answered the next day by 12:00
Industry specificity	Research industry specific topics aligned with Illumina’s strategic imperatives (e.g. Clinical space, Oncology) Present quarterly in a dedicated Sales Operations meeting your findings

Georgiana

Coming soon

Goals	Description
TM1 & Tableau dashboards optimization and development	Become Subject Matter Expert (SME) for TM1 & Tableau related topics ; document current processes and establish best practices Provide training to internal customers, establish a core knowledge package for both tools and train the Sales Ops team Ensure Sales Hub is updated with latest information about Forecasting and Dashboards Identify, raise and implement enhancements for process optimization Ensure backup is available for TM1 & Tableau support while on PTO Develop relationship with Global FPM and Analytics team for faster resolution times Develop relationship with Regional FP&A for faster resolution times Positive feedback at the end of the year from internal customers & collaborators
Successful transition to the New Sales Operations Structure	Become Main Point of Contact (MPOC) for North Subregion’s management and Product Care Manager Contribute to subregional initiatives providing analysis, support and best practice sharing Emails received until 14:00 in the general mailbox to be answered the same day, emails received after 14:00 to be answered the next day by 12:00 Positive feedback at the end of the year from North Subregion & Product Care Manager
Subregional intelligence	Document and share intelligence in weekly team meetings about: Subregional specificity Management initiatives Competitive environment

Dominic

Coming soon

Goals	Description
Quota setting – process optimization	Document current Quota setting process and identify improvement areas (quantification required) Coordinate the improvement of the quota setting process while ensuring alignment between Revenue Ops Director, Ass Director Operations & Strategy, Sales and Global Commissions. Standardize and maintain the quota setting documentation Visible improvements (min 25%) compared to previous year
Successful transition to the New Sales Operations Structure	Become Main Point of Contact (MPOC) for West Subregion’s management and Clinical Pan-European Managers Contribute to subregional initiatives providing analysis, support and best practice sharing Emails received until 14:00 in the general mailbox to be answered the same day, emails received after 14:00 to be answered the next day by 12:00 Positive feedback at the end of the year from West Subregion and Clinical Pan-European Managers
Subregional intelligence	Document and share intelligence in weekly team meetings about: Subregional specificity Management initiatives Competitive environment

Ignasio

Coming soon

Goals	Description
Sales Hub	Ensure website is updated according to agreed schedule Collaborate with internal customers and coordinate the Ass. Web Developer for designing and implementing new functionality Monitor and drive the usage of the website through trainings, office hours and other relevant initiatives Identify, raise and implement enhancements for process optimization Prioritize enhancements through the Weekly Sprint Meetings
Customer intelligence capture	Ensure distribution of iPads to new Sales employees, training and support Support & drive capturing of customer intelligence through trainings, office hours and other relevant initiatives Identify, raise and implement enhancements for process optimization Evaluate additional tools for data capturing (e.g. Groove) Collaborate with Data & Analytics to create a regional dashboard for easy access and analysis of customer intelligence data Evaluate program success and share best practice with other regions Positive feedback from Central Sales team and adoption rate higher than 80% across Sales roles (in the last 3 months)
Competitive intelligence	Work with Regional Research & Product Marketing, Sales and Service & Support for creating a Proof of Concept (POC) for a Competitive intelligence capturing tool Align POC with regional counterparts Initiate the development of POC in Production
Successful transition to the New Sales Operations Structure	Become Main Point of Contact (MPOC) for Central Subregion’s management and Informatics Manager Contribute to subregional initiatives providing analysis, support and best practice sharing Emails received until 14:00 in the general mailbox to be answered the same day, emails received after 14:00 to be answered the next day by 12:00 Positive feedback at the end of the year from Central Subregion and Informatics Manager
Subregional intelligence	Document and share intelligence in weekly team meetings about: Subregional specificity Management initiatives Competitive environment

Jeremy

Objectives	Key results
Reduce admin burden & save time on sales specific workflows & tasks with Microsoft Copilot	Train & implement 16 use cases with at least 20% time savings per year with quarterly milestones. Achieve a quarterly average of 90% active usage of Microsoft Copilot among Sales team members *An active user is counted if user had used any copilot functionality in the past 30 days Reported efficiency gains from 80% of users based on voice of field Enable Microsoft Copilot access across Europe sales team by end of year.
Enable enhanced user experience & faster time to content with Sales hub 2.0	Successfully migrate 100% of existing core content from Webflow to Drupal by Q4 2025 Implement a search feature that reduces content discovery time by 40% by Q3 2025. Reduce the average time to add or update content by 50% through improved workflows by Q3 2025. Establish content governance & ownership for all contents on the website
Ensure seamless migration of Quickbase apps to the new low-code platform to maintain operations	Rebuild and deploy 100% of critical business apps on the new platform by Q4 2025. Ensure zero downtime during the transition, maintaining 100% app availability throughout migration. Train 100% app users on the new platform Resolve or address all bugs in the first 3 months of app launch

Hannes

Goals	Description
Internal customer behavior and workload dashboard	Work in collaboration with Data & Analytics to build a dashboard for understanding interactions with our internal customers and estimating workload on Sales Operations Analyze internal customer behavior, check patterns and propose optimization solutions Monthly presentation in the weekly meeting regarding the performance and customer behavior in the previous months Create and maintain a detailed situation of all types of requests (including subtypes) and reshape the mailbox structure (if required) Coordinate with Sales Ops colleagues to cover training needs arising from the analysis with the end goal of decreasing the number of requests
Successful transition to the New Sales Operations Structure	Support the transition to the new Sales Operations Structure Optimize ways of working to enable potential increase of requests Emails received until 14:00 to be answered the same day, emails received after 14:00 to be answered the next day by 12:00
Illumina Technology	Research Illumina technology and the biology concepts behind it Present every 2 weeks in our Weekly meeting your findings

Richie

Goals	Description
Financial Services – process optimization	Collaborate with Global Financial Services and regional colleagues for the successful implementation of global improvements Streamline the communication channel for our internal stakeholders (one general email address) Identify, raise and/or implement enhancements for process optimization Enable regional visibility to Financial Services business and driving factors Ensure customer compliance through proactive tracking Increase regional awareness of Financial Services through training, office hours and other relevant initiatives Working compliance monitor, same or improved TAT and positive regional feedback
Successful transition to the New Sales Operations Structure	Support the transition to the new Sales Operations Structure Optimize ways of working to enable potential increase of requests Emails received until 14:00 to be answered the same day, emails received after 14:00 to be answered the next day by 12:00
Finance and Financial Services	Research the Financial landscape of Illumina (e.g. balance sheet, income statement, share price) and present quarterly in a dedicated Sales Operations meeting your findings Document and share intelligence in weekly team meetings about Financial Services (e.g. market specificity)

Team Organisation Chart

Discover the team’s professional and personal profile.

Cristian Rinceanu

Assoc Director

Wanted to help people

Stella Efthymiadi

Sr Sales Ops Analyst

Wanted to be a Teacher

Professional Responsibilities

Responsibilities	Backup	Location
Commissions (incl. MBOs /MBPs) Tiering DCP Enhancements Pipeline Management Account Segmentation Competitive intelligence Advance reporting (SFDC, COGNOS) General queries UAT Software and data access Support for strategic projects Process documentation	Territory management (I) Activities & Account/Territory Plans Prospecting initiatives Advance reporting (SFDC, COGNOS) DCP Enhancements Yearly Pricing	Eindhoven, NL

Hedwig Visscher

Sr Sales Ops Analyst

Wanted to be a Vet

Professional Responsibilities

Responsibilities	Backup	Location
Territory management Activities & Account/Territory Plans Prospecting initiatives Advance reporting (SFDC, COGNOS) DCP Enhancements Yearly Pricing General queries UAT Process documentation Software and data access Support for strategic projects	Commissions (incl. MBOs/MBPs) Tiering DCP Enhancements Pipeline Management Account Segmentation Competitive intelligence Advance reporting (SFDC, COGNOS)	Eindhoven, NL

Georgiana Pillai

Staff Sales Strategy Analyst

Wanted to be a Teacher

Professional Responsibilities

Responsibilities	Backup	Location
Main Point of Contact (MPOC) for UKI & North subregions Forecasting tool (TM1) : maintenance and upgrades Business Intelligence Quota setting & MBOs Strategic projects Process documentation Advance reporting (SFDC, COGNOS, TM1)	MPOC Central, France Sales Dashboards (I)	Cambridge, UK

Ignacio Nava

Sr Sales Strategy Analyst

Wanted to be a diplomat

Professional Responsibilities

Responsibilities	Backup	Location
Main Point of Contact (MPOC) for Med & Central subregions Business Intelligence Quota setting & MBOs Strategic projects Process documentation Advance reporting (SFDC, COGNOS, TM1)	MPOC Germany, North Sales dashboards (I) Forecasting tool (TM1) (II)	Cambridge, UK

Dominic Burton

Staff Sales Strategy Analyst

Wanted to be a footballer

Professional Responsibilities

Responsibilities	Backup	Location
Main Point of Contact (MPOC) for Germany and France subregions Sales Dashboards : maintenance, updates, upgrades and new dashboard creation Business Intelligence Quota setting & MBOs Strategic projects Process documentation Advance reporting (SFDC, COGNOS, TM1)	MPOC: UKI, Med Forecasting tool (TM1) (I)	Cambridge, UK

Responsibilities

Sales Ops Analyst
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Access for tools
Questions regarding tools
General questions
Requests for improvement
UATs
Prospecting Campaigns
Commissions & Bonuses
Territory management
Account Segmentation
Account Tiering
Account and Territory Plan
Contact Management (i.e., Product Notifications)
Channel Partner Ops

Mixed Responsibilities

Pricing
Dashboard creation or updates
Report creation or updates
Sales Hub
Forecast Groups
Financial Services

Sales Strategy Analyst

Subregional Priorities
Regional & Strategic Initiatives (e.g., CovidSeq)
Data Analysis Support for territory design
Quota Setting
Forecast Calls
Weekly District Meetings
Sales QBR Active Participation
TM1 Training & UAT
TM1 Questions & Issues
Tableau Training
Tableau Questions & Issues
Product Portfolio Updates

Main Stakeholders

The main points of contact. Distribution per territory structure.