Sales Operations: Functions, Tips, and Tools

Sales operations have become a vital component of an organization’s success, thanks to the rise of ever-evolving sales tools, big data, and cloud technology.

Sales operations, no matter how big or small your company is, automate routine activities, boost productivity, and free up salespeople to focus on what they do best: selling. We’ll go through what sales operations are, why it’s vital to your company’s performance, and how to construct a sales ops team in this article.

What Is Sales Operations?

Sales operations refer to a set of sales objectives, strategies, processes, and technical support that enable key players and processes to work efficiently, productively, and in line with business objectives.

When done correctly, sales operations are the backbone of any company. The goal of a sales operations team, whether it consists of one person or a few hundred, is to boost sales productivity and success in a scalable and long-term manner. This is accomplished by lowering friction in the sales process, allowing salespeople to concentrate on activities that lead to a customer’s closure.

Sales operations enable sales professionals to spend more on creating and sustaining client relationships by carefully using training, technology, and engagement approaches.

Sales Enablement vs. Sales Operations

Both sales operations and sales enablement have the goal of considerably improving the performance of sales teams. Their distinct roles may generate considerable confusion due to their similarities and perceived overlap.

Sales Enablement

Sales enablement focuses on giving the greatest sales material, methods, tools, and other selling resources to your sales teams to assist their success. Effective sales enablement tools and content help sales staff target the appropriate people and enhance engagement by focusing on the buyer.

Sales Operations

Sales operations, on the other hand, are concerned with the complete organization, including the product, sales playbook, procedures, structure, technologies, people resources, and so forth. Sales operations professionals are frequently sales liaisons to other departments such as finance, marketing, legal, quality assurance, and information technology. They wear several hats and collaborate with a variety of teams daily.

The two notions, contrary to popular assumptions, serve distinct objectives. That isn’t to say that these two groups should function in isolation or silos. Sales operations and sales enablement teams frequently report to the same head of sales and share responsibility for sales performance in their respective areas of competence.

What is the significance of sales operations?

For good reason, more and more firms are developing sales operations teams. Sales operations are a critical component of a company’s operations, activities, and overall performance.

Sales operations help your sales force be more efficient and motivated by managing:

  • CRM and other tools administration
  • Standard operational procedures and sales documentation (SOPs)
  • Enhancements to the process
  • Internal communication is important.
  • Routine tasks can be automated.
  • External/customer-facing communications are being reviewed.

When it comes to attaining results, sales operations also help and enable sellers to give greater value. Sales operations can take on the following responsibilities in this regard:

  • Market training
  • Product training
  • Recruiting & talent management
  • Sales methodology
  • Sales onboarding

21 Key Sales Operations Functions and Responsibilities

Sales teams and enterprises as a whole may perform better, accomplish targets faster, and traverse sales procedures with purpose with the help of sales operations. Senior sales managers and other key executives can use sales operations data to have a better understanding of their sales activities and improve their effectiveness.

Sales operations managers and their teams have special obligations because they represent various functions inside a corporation. Sales operations can be classified into four groups based on their major duties and responsibilities: strategy, technology, operations, and performance.

  • Automation
  • Communication strategy
  • Contracts and SLAs
  • CRM adoption
  • Data analytics
  • Integration of applications and tools
  • KPIs and metrics
  • Lead management
  • Onboarding
  • Performance support
  • Recruiting and hiring
  • Research and evaluation of new sales tech
  • Sales forecasting
  • Sales incentive plans
  • Sales IT application support
  • Sales methodologies
  • Sales process
  • Sales support
  • Sales training
  • Team organization
  • Territory definement

Don’t Forget: Sales Operations vs. Sales Enablement

Sales Operations Responsibilities

Sales operations help firms operate better by managing both operational and administrative responsibilities. However, sales operations teams can lead training, hiring, and knowledge management initiatives with the support of data analysis and process optimization to ensure salespeople have the information and skills they need to succeed in the field.

(a) Recruiting and selection

People underestimate how much overlap exists between sales operations and human resources. Sales operations teams know your company’s structure and performance better than anyone else, including your sales team’s strengths as well as skill and experience gaps. They also collaborate with a number of different departments within your firm, making them well-qualified to have a role in hiring and recruiting decisions.

(b) Onboarding

After recruitment is made, sales operations professionals continue to assist new hires with their onboarding. They know what your sellers need to know and can coach them accordingly because of their expertise in tools, strategies, and training. They can serve as a point of contact for new hires, providing support, education, and empowerment while they adjust to their new surroundings.

(c) Sales training

Sales training is generally offered by sales ops to support and manage a successful sales team. They’re well-equipped to share their knowledge and coach on best practises because they continually analyze the business’s success. They might also establish continuing mentoring initiatives to keep the team together and promote morale.

(d) Sales support

By providing constant sales support, sales operations professionals help salespeople and their influence become more efficient. They accomplish this through recognizing leads, processing transactions, and offering sales training. Sales operations may also be able to source numerous tools and technology to support your sales staff with their obligations.


Sales operations should ultimately serve one purpose: to assist salespeople in closing more deals more quickly. Forming a sales operations team can help you maximize advantages while reducing inefficient processes and methods of doing business as your company, sales force, and product offerings expand and adapt.