Data, Systems and Close Collaboration Behind Sales – Sales Operations Specialist Elina Raesola

Customers often see sales through meetings, quotations, and orders. Behind the scenes, however, a sales organization needs much more to run smoothly. At Dynaset, Sales Operations Specialist Elina Raesola develops sales systems and processes, supports the sales team, and turns sales data into insights that support decision-making.

Elina has worked at Dynaset for three and a half years. During that time, her role has evolved significantly. What began as a position as a Sales Assistant has developed into a specialist role in which systems, reporting and sales process development play an increasingly important part.

“When I started, I don’t think I expected to be working so extensively with system development, including with international partners,” Elina reflects.

From Supporting Sales to Developing Sales

One of Elina’s key areas of responsibility is Dynaset’s CRM system, for which she is one of the key users. Her work includes developing the system, supporting and training the sales and after-sales teams, and collaborating with colleagues working with the ERP system. At the same time, she acts as a link between sales, systems, and the rest of the organization.

“My role is to help salespeople in their work from many different perspectives and make their day-to-day work as smooth as possible. At the same time, the role also involves ensuring that we follow our shared ways of working.”

In recent years, data and analytics have become an increasingly important part of her work. Elina develops reporting and produces information on areas such as lead times and regional development. What matters most is what the data can reveal and how those insights can be used to develop sales.

“Over the past few years, my role has moved much deeper into sales data and analytics. It allows us to look at our customer base from a broader perspective and find new ways to develop how we approach sales.”

Problem-Solving and Changing Plans

Elina rarely knows exactly what her working day will look like when she arrives in the morning. A typical day may include processing orders from OEM customers and taking care of other routine tasks, but questions and issues requiring quick action constantly arise alongside them. Problem-solving is, in fact, one of the most rewarding aspects of her work.

“It’s really rewarding when I can help a salesperson move forward and find a solution based on my own expertise and experience.”

Elina Raesola working at her desk in the open-plan office — “My role is to help salespeople in their work from many different perspectives and make their day-to-day work as smooth as possible. At the same time, the role also involves ensuring that we follow our shared ways of working,” Elina Raesola explains.

As a counterbalance, Elina also enjoys long-term development work. Routine tasks have their place too, and sometimes it is nice to switch off for a moment and focus on something straightforward. The variety of the role also requires an ability to prioritize: on busy days, customer matters come first, which means helping colleagues may sometimes have to wait.

Staying calm and knowing how to prioritize are among Elina’s strengths. She also considers the ability to work with different kinds of people particularly important.

Responsibility Is Part of Everyday Sales Operations

Not everything a Sales Operations Specialist does is visible externally. One example is the processes related to preventing money laundering and financial crime, which are driven in part by EU requirements concerning companies. These processes require time and attention to detail, but Elina sees them as an important aspect of responsible business.

“Sometimes the process can feel demanding, but at the same time, it’s great to work for a company that wants to operate responsibly. I hope that comes across to our customers as well: being a responsible supplier is important to us.”

Drawn to the World of Sales

The technical industry has been part of Elina’s entire career. Early on, she worked as a Sales Secretary at a motorcycle dealership, where she also worked with spare parts. Later, she worked as a Sales Secretary in the heavy machinery industry, in a role that also included marketing responsibilities.

Along the way, she also gained experience working as a buyer but eventually found herself drawn back to the world of sales. Dynaset was already familiar to Elina: she had worked with DYNASET Products in a previous role and had also met members of our Finnish sales team.

“I already had a positive impression of Dynaset back then. When I saw the open position, it immediately caught my interest. That positive impression has stayed with me ever since the job interview.”

A Team Player at Work and on the Ice

Teamwork is not limited to Elina’s working day. Ringette has been part of her life for more than 30 years, 20 of which she spent playing at Finnish Championship level. During her playing career, she won 17 Finnish Championship medals and three World Championship gold medals. After retiring as a player, she moved into coaching a Finnish Championship-level ringette team in Nokia.

Although ringette is a relatively small sport in Finland, the demands at the highest level are significant and the sport operates on a semi-professional basis. Coaching provides an effective way to switch off from work, as stepping onto the ice inevitably shifts her focus to something completely different. Her long background in team sports is also reflected in her professional life.

“Team sports have taught me a lot about working together and working with different kinds of people. Everyone on a team has their own background and role, but everyone works towards the same goal. The same principle applies in working life.”

Since ending her playing career, Elina has also taken up golf and crossfit. When time allows, she actively follows other sports as well. Every now and then, you might also find her at a heavy metal gig.

Ultimately, it is not difficult to find a common thread between Elina’s work and her free time: in both, good results are rarely achieved alone. You need people, shared ways of working and the ability to recognize how your own contribution can help the whole team move forward.

And finally, the classic question: what’s your golf handicap at the moment?

“14,4,” Elina smiles.