New Year, New Sales Goals – Featuring Vanessa Munoz


Setting sales goals can be a roadmap for achieving them. But it’s not that simple as we recently learned from Vanessa Munoz, Manager II of the North American Direct Team at AdRoll, a division of NextRoll. In her experience, mastering time management and going beyond KPIs are just some of the key elements to crushing your sales goal.

2021 has been a challenging year on so many levels. As a sales leader, what's your biggest takeaway from this year?  

My biggest takeaway from 2021 is to face adversity, embrace change, and challenge yourself to grow. This year I stopped negotiating with myself because one never loses an argument with oneself.   

How do you plan to meet your sales goals in the new year?  

I follow a method of reverse engineering, also known as Sales Velocity. I look at my goal, quota, or target, and I identify how many opportunities it will require to achieve it. First, I gauge how many opportunities are required for three buckets – large, medium, and small – for a quarterly view of 30/60/90 days. Once I identify the opportunities, I multiply each one by the players (Account Executives), then divide by the close-ratio, and then manage the activity accordingly. What I’ve learned from Sales Velocity is that without the right activity there is a challenge in meeting any goal consistently. To build a successful, sustainable business model you must start with the right players, the right activity, and the right level of urgency.

Do you have any tried and true habits that help you achieve success in sales?  

I’m big on setting SMART goals (Specific, Measurable, Achievable, Realistic, and Time). Goals have always been the foundation for each journey I take in life, personally, professionally, spiritually, and financially. I also try to hire highly competitive sales professionals who understand the ideology behind a team concept. It’s important to trust, support, and acknowledge the achievements of each person as they contribute to the success of the team.

Do you have any New Year's resolutions for your career?  

Yes, I want to be an innovative and thought-provoking leader who delivers on all metrics and is viewed as a major contributor in this industry and in the AdRoll business unit.

Do you have a favorite woman leader or mentor and why?  

There are a few women leaders who I lean on for advice, encouragement, or to use as a sounding board. They are my mother, Rosetta Clarida, my sister, Kaye Green, as well as Deidra Golphin, Johanna Eichhorst, Diana Ellis, and Shawna Jackson – to name a few.  These women are the top performers in their elected fields, yet even as we grow and industries change, there is still a large gap between women and men leaders at the senior level. These women are breaking the glass ceiling daily to make things better for the women who will claim the next chapter. We must all do our part to lean in and help the next person who wants to pave the way for other highly capable women. It’s a proven fact that companies thrive when there is equal representation at every level.

If you’re ready to join a rockstar Sales team and meet new goals in 2022, check out our open roles!