How To Run Sales Operations Like An Enterprise

Last updated on August 9th, 2023

This article will teach you how to run your sales operations like an enterprise, regardless of your sales team’s size.

When we think of sales, we usually think of outreach and sales calls.

But as any sales rep or leader knows, there’s a ton of work that goes in behind the scenes that helps sales reps be successful when interacting with prospects and customers.

That work is your sales operations, and every sales team needs to pay attention to their operations to ensure reps are effective at moving deals forward and efficiently with their time and money.

This article will cover:

• What Is Sales Operations?
• Why Sales Operations Is Important
• Sales Operations Vs. Sales Enablement: How To Define The Difference With Your Team
• Sales Operations Vs. Sales Management
• Sales Operations Roles Your Team Needs
• How To Manage Your Sales Operations
• Sales Operations Tools

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What Is Sales Operations?

Sales operations is a set of activities and processes that help a sales organization run effectively, efficiently, and in support of business strategies and objectives. 

It usually involves tasks like: 

• Managing the sales process
• Setting and overseeing sales goals 
• Overseeing and analyzing reports and analytics
• Training and supporting the sales team
• Implementing and managing sales technologies
• Streamlining sales processes to increase efficiency
• Creating compensation and incentive programs to motivate reps

Why Sales Operations Is Important

Sales operations roles are growing 4.8X as fast compared to the rest of sales roles.

Sales operations play a crucial role in a sales organization because they enable sales reps to focus on selling, rather than the operations needed to sell.

Although a supportive role, businesses cannot neglect their sales operations, regardless of whether they have designated sales operations staff or if it’s a role that other reps in your organization fill.

Here are 6 reasons why:

1. Efficiency and productivity – By optimizing sales processes, you can increase the efficiency and productivity of your sales team. For example, this could mean automating an administrative task that results in less time wasted and more time selling.
2. Data-driven decision-making – By tracking sales KPIs, you can guide decision-making and strategy development, leading to better business outcomes. For example, your sales operations team can review CRM data on why deals are won or lost to guide what sales enablement content should be created.
3. Sales strategy alignment – Sales operations ensures that your sales strategy aligns with the overall business strategy. This includes setting sales targets, defining target markets, and tracking sales performance to ensure your sales team stays aligned with the business strategy.
4. Technology management – Sales operations oversee the management and proper use of sales technology like CRM systems. 
5. Training and development – Sales operations teams help onboard new sales staff and provide ongoing training to ensure sales reps are equipped with the skills, tools, and knowledge they need to sell.
6. Cross-functional collaboration – Sales operations acts as a bridge across the sales department and other departments in a company (like marketing, finance, product, etc.). This ensures that your sales team is working with the rest of the business and not in silos.

Sales Operations Vs. Sales Enablement: How To Define The Difference With Your Team

Although different, there’s an overlap in the roles of sales operations and sales enablement.

Here’s how to define the difference between the two in your organization:

Sales operations focuses on improving the efficiency and effectiveness of the sales organization itself. It’s about the “how” of selling — how can we make our sales processes, strategies, and systems more effective?

On the other hand, sales enablement is all about empowering the sales team to be more successful in their interactions with prospects and customers. 

It’s about the “what” of selling — what tools, resources, and knowledge does our sales team need to be more effective in their roles?

So while sales enablement should focus on what sales reps need to sell effectively, sales operations need to focus on ways to improve the sales process as a whole.

The two functions must work together to drive sales performance and increase revenue.

For example, the sales operations team could identify a gap in the sales process where sales reps need more sales enablement content, and the sales enablement team can create it.

Sales Operations Vs. Sales Management

While they’re interconnected, sales operations and sales management roles have unique functions and responsibilities.

Sales operations focuses on the bigger picture of the sales landscape, taking a strategic approach to improve overall sales effectiveness. 

On the other hand, sales management is more about leading and directing the sales team on a day-to-day basis. 

In other words, they’re directly involved with the salespeople, driving them to reach their individual and team sales goals.

Sales managers ensure the plans put in place by sales operations are implemented with sales reps.

Sales Operations Roles Your Team Needs

Sales operations can encompass a wide range of roles, each with its unique set of responsibilities. 

The structure and roles within your sales operations team will vary based on your company’s specific needs, size, and sales strategy. 

Larger organizations might have more specialized roles, while smaller companies might have individuals wearing multiple hats.

However, here are some typical roles that you should consider having within your sales operations team:

Sales Operations Manager Or Director 

The sales operations team needs someone to take ownership. This person is responsible for:

• Setting goals
• Overseeing and managing the entire sales operations team.
• Developing and implementing sales strategies in line with business objectives.
• Collaborating with other departments to ensure sales alignment with overall business strategy.
• Identifying opportunities for process improvements and implementing changes as needed.
• Driving the adoption of sales technology and tools.
• Monitoring and analyzing sales performance metrics.
• Facilitating communication and training within the sales team.

Sales Analyst 

A sales analyst is responsible for:

• Collecting, analyzing, and reporting on sales data.
• Assisting with sales forecasting and trend analysis.
• Identifying patterns and insights to help improve sales performance.
• Creating regular reports for the sales operations manager/director.
• Providing data-driven recommendations to the sales team.

Sales Operations Specialist Or Coordinator 

This role often involves:

• Supporting sales operations by managing day-to-day administrative tasks.
• Managing, maintaining, and updating the CRM.
• Assisting in the implementation of new sales processes and tools.
• Helping in coordinating sales training and onboarding.
• Assisting with sales reporting and data analysis.

Sales Enablement Specialist 

While sometimes considered a separate function, this role falls under sales operations in some organizations. The sales enablement specialist is responsible for:

• Developing and implementing sales training programs and materials.
• Coordinating and executing sales training and coaching initiatives.
• Facilitating knowledge transfer of product information and sales techniques.
• Tracking and evaluating the effectiveness of sales enablement initiatives.
• Collaborating with marketing and product teams to ensure up-to-date and relevant content.

Sales Operations Analyst

Similar to a sales analyst, a sales operations analyst is responsible for:

• Analyzing and reporting on sales performance and trends.
• Assisting with sales forecasting and strategy development.
• Developing and maintaining sales performance metrics and dashboards.
• Providing data-driven insights and recommendations to improve sales effectiveness.
• Supporting sales operations manager in making strategic decisions.

They may also be involved in other strategic projects, such as technology management.

Sales Systems Administrator 

This role oversees the technological tools used by the sales team, such as the CRM system. They’re responsible for:

• Managing and maintaining sales software (like CRM).
• Providing technical support to the sales team.
• Implementing and overseeing system updates and upgrades.
• Ensuring data integrity and system security.
• Collaborating with IT and other teams to optimize the usage of sales technology.

Sales Compensation Analyst 

This role ensures that the compensation structure aligns with company goals and motivates the sales team effectively. They’re responsible for:

• Designing, implementing, and managing sales compensation plans.
• Analyzing the effectiveness of existing compensation plans and suggesting improvements.
• Handling commission calculations and payment processes.
• Resolving any issues or disputes regarding sales compensation.
• Ensuring the compliance of sales compensation plans with regulations.

How To Manage The Sales Operations Process

Are you leading sales operations at your organization?

Here are 6 steps to get started:

1. Establish Clear Goals

Clearly define sales goals, quotas, and targets to provide direction for your team and establish a measurable outcome for your sales operations. 

These goals should be SMART: 

• Specific
• Measurable
• Achievable
• Relevant
• Time-bound.

And they should help:

• Increase win rates
• Decrease sales cycle length
• Decrease the average time a rep spends selling
• Increase forecasting accuracy
• Increase revenue per rep

2. Implement A CRM System And Best Practices

A CRM (customer relationship management) system is essential for sales operations. 

It organizes and manages customer data, tracks sales activities, and provides insights to improve sales strategies.

If you already have a CRM and CRM best practices set up across your team, good — you’ll be using your CRM data to find ways to improve your sales operations.

You should:

• Customize your CRM to your sales process
• Implement regular CRM training, support, and accountability
• Automate tasks that don’t need a rep’s time
• Keep CRM data updated and maintained so your data is accurate

If you don’t have a CRM and you’re a small business, consider trying VipeCloud. You can get started for the first 15 days free.

3. Standardize Your Sales Process

Create a standard and repeatable sales process that aligns with your buyers’ journey. 

A streamlined process can reduce bottlenecks, increase efficiency, and improve the overall effectiveness of your sales team.

This should include how reps can:

• Generate leads
• Qualify leads
• Run a discovery call with prospects
• Run demos
• Present proposals
• Close deals
• Follow up with prospects

These standard operating procedures should be documented in your sales playbook.

4. Make Data-Backed Decision With Analytics

Sales operations thrive on data. 

Use analytics to track performance, identify trends, and gain insights. 

These can inform sales strategies and help you make data-driven decisions.

Here are resources you should be pulling quantitative and qualitative data from to make decisions:

• CRM data (deals-won/lost reasons, sales cycle lengths, win-loss rates, customer engagement, etc.)
• Customer reviews
• Customer interviews
• Website analytics
• Social media analytics
• Surveys
• Feedback from prospects and customers
• Learning management systems
• HR software

5. Regularly Review And Update 

The sales landscape is dynamic, and your sales operations should adapt accordingly. 

Establish regular reviews and updates for your sales processes, tools, and strategies to ensure they’re effective and relevant.

However, you shouldn’t just rely on the hard data you find across your analytics tools — you should also regularly listen and take action on feedback from your sales reps.

6. Focus On Training And Development

Invest in continuous training and development for your sales team. 

Equip them with the skills and knowledge to effectively use tools, follow processes, and meet sales targets.

Remember, sales operations isn’t a set-and-forget process. It requires ongoing management and refinement to ensure your sales team is performing at its best in all areas. 

Here’s a short list of what this should include:

• Product knowledge 
• Sales techniques
• Soft skills (communication, active listening, empathy, relationship building, etc.)
• How to understand customer needs, behaviors, and pain points
• Market and industry knowledge
• Standard operating procedures
• Sales methodology
• Value proposition and messaging
• Handling objections
• Compliance and ethics
• Time management
• Upselling and cross-selling
• Networking and social selling

Sales Operations Tools

Sales operations teams need to use various tools to increase efficiency and effectiveness. 

These tools can help with everything from customer relationship management to data analysis to communication and training. 

Here are some common types of tools you should have in your tech stack:

1. CRM – They help manage and analyze customer interactions and data throughout the customer lifecycle. 
2. Sales analytics tools – Sales analytics tools provide insights into sales performance and trends using dashboards and reports. 
3. Sales enablement tools – These tools help equip the sales team with the resources they need to sell effectively. This can include everything from sales content and playbooks to training materials.
4. Communication and collaboration tools – Tools like Slack, Microsoft Teams, or Zoom are essential for facilitating communication and collaboration within the sales team and across different departments.
5. Sales automation tools – These tools help automate various sales tasks like email follow-ups, task reminders, and scheduling meetings, allowing salespeople to focus more on selling.
6. Sales forecasting tools – These tools help predict future sales performance based on historical data, trends, and algorithms.
7. Contract management tools – Tools like PandaDoc or DocuSign can streamline the contract management process, making it easier to create, send, and track contracts and proposals.
8. Training and onboarding tools – These platforms can assist with training new hires and providing ongoing education to your existing sales team.

While some tools will need to be separate investments, some all-in-one CRM software, like VipeCloud, can provide the majority of the tools on this list.

Start Tracking Your Sales Operations Performance With VipeCloud

Your CRM should be at the heart of your sales operations.

Thousands of customers choose VipeCloud’s CRM because of its:

• All-in-one capabilities for marketing, sales, and customer relationships
• 5-star customer support
• Low-cost and high value

Just because you’re not an enterprise-level business doesn’t mean you can’t operate like one.

Try a free 15-day free trial to see how VipeCloud can help your sales operations.

Or request a demo to have our support team show you how VipeCloud can fit into your business.