What is Sales Operations?

Answer: Best Friend to the VP of Sales and CEO

The role of Sales Operations is often overlooked in smaller companies, with the slack being picked up by sales leaders on nights and weekends, but as companies grow, Sales Operations becomes vital to ongoing sales success. Below are five of the most  impactful benefits that Sales Operations teams provide:

  1. Executive Support
  2. Sales Team Enablement
  3. CRM Data and Analytics
  4. Funnel and Forecasting
  5. Sales Coverage Model
Executive Support

Sales Operations provides executives with data; fast, accurate, and insightful data. As teams grow and complexity increases, Sales Operations teams provide decision making support rooted in real data, reducing reliance on "trusting my gut". This team is able to spend time building and refining processes and special projects executives have on their list of initiatives. SRi uses the term "hidden revenue blockers" to describe the bottlenecks and other issues hurting your top line, and Sales Operations is uniquely situated to proactively identify and remove these blockers.

Sales Team Enablement

Most companies have some sort of training, but is it any good? Better than nothing, but what if it was great? Sales Operations is sometimes combined with Sales Enablement to provide new hire onboarding, ongoing product and sales training, and the tools and processes to make the system work for the employees and managers. 

CRM Data and Analytics

Most Sales VPs and CEOs are not CRM wizards, but they do need thier reports, dashboards, KPIs, and the occasional special project to support a decision. Executives don't need to learn how to code formulas and safeguard the data integrity measures needed to produce good data, they just need the data; that's where Sales Operations can help. Sales Operations is able to execute on a lot, think proactively, and deliver what executives really need from their data. 

Funnel and Forecasting

The age old dance of forecasting and quotas has become more and more metrics based in recent years, as it should be. Sales Operations provides not only the training and tools to help sales managers to more accurately forecast their sales, but to provide a counterbalance to sales optimism and sandbagging that occurs. Accurate sales forecasting needs a foundational sales operations layer to assist and challenge sales managers to dial in accuracy, as well as growth. 

Sales Coverage Model

Boss walks into your office on November 1st and tells you your new quota for next year, you're routinely surprised (as is everybody), and need a plan to get there. That's where the sales coverage model comes in. How many bodies you need, what the KPIs are, what marketing needs to deliver, what sales and customer success need to do, what other things can you do? Sales Operations is instrumental in building these models and plotting the path to achieve quota. 

Artboard 1Sales Ops

Sales Operations Staples

What sets great sales operations apart


Customized To YOUR Metrics

Data is good, but doesn't matter unless it's tailored to your business and what you really need to be looking at. Great sales operations delivers relevant insights, and suggests additional data to capture and report to further decision making capabilities of leaders and streamline rep workflow. 

Detailed Discovery

Depending on what stage your business is in, deeply understanding the key metrics of the stage, the goals of the team, and the KPIs that will deliver results are imperative. Deep understanding of the organizational goals and mapping those to the tactics that Sales Operations can undertake will set your sales team and sales leadership up for success. 

Proven Process

Start with the goal, and work backward to make it a real plan for success. This holds true when developing sales coverage models, KPIs, compensation plans, etc. Sales Result has a proven framework to support companies that need Sales Operations to lighten the load on executives and improve understanding of the data and metrics that will get the business to the next level. 

Who Needs Sales Operations?

Executives running their own reports

Executives have a wide-ranging role in furthering the initiatives of the organization, but too often they can get bogged down trying to parse data and learn how to build reports and dashboards. This can all be shifted to a sales operations role that will not only be able to provide the relevant data, but provide proactive questions and answers that help the executive think about new topics and more relevant tactics. 

VP Sales

The VP of sals lives and dies by good and relevant data. Without a robust sales opertations team of professionals, you are handcuffing yourself to slower growth due to late insights.


CEOs need relevant data in easy-to-digest formats quickly to make broad-scale decisions. Sales Operations drives better data capture through data reporting to provide the answers CEOs need.

Resources for You

Below are some resources you may find useful in researching what sales operations can do for your business:


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