What Does a Sales Operations Manager Do?

At their core, salespeople want to do one thing: sell. But while technology presents salespeople with new opportunities, it also comes with challenges. CRM data needs to be kept clean, managers need access to the data they need to make intelligent decisions, and the right sales technology stack has to be implemented and adopted. Enter the sales operations manager, who can help your sales team run like a well-oiled machine.

What’s a Sales Operations Manager?

what is a Sales operations managerA sales operations manager is your resident sales technology expert and a master of efficiency. While a sales operations manager might have many roles (and those roles continue to expand), at its core, the job can be summarized as:

  • Manage CRM data
  • Improve productivity by evaluating and implementing sales technology
  • Help sales leaders make data-driven decisions
  • Work with marketing to enable salespeople

Let’s examine each of those roles to see how sales operations managers can add tremendous value.

Leverage CRM Like a Boss

There are as many ways to use CRM as there are companies. A great sales operations manager can be key to a successful CRM implementation. They can also ensure that CRM continues to work for (not against) sales. A sales operations manager might typically manage lead lists, ensure that fields are updated correctly, seek and destroy duplicate leads, manage custom fields, manage API calls, handle lead assignment rules and more.

Evaluate and Implement a Sales Stack

There are a lot of ways to improve efficiency. In fact, nearly every week I discover a new technology that can potentially make our sales team more effective. Sales acceleration tools that help reps connect with more prospects, automatically log data in CRM, route inbound callers to the right reps, prioritize sales leads, leverage email templates, predict which companies reps should target and much more. But different tools will suit different organizations. Sales operations managers can add a ton of value by evaluating which solutions can offer the most value, and work well together. Then they can cobble together a sales technology stack that’s right for your business.

Help Sales Leaders Make Smart Decisions

One of the most important ways that sales operations managers add value is by setting up the right dashboards for an organization. Different companies care about different metrics. So sales operations managers can ensure that there are reports and dashboards in place that provide sales leaders with the ability to make informed coaching decisions and revenue predictions. Sales operations managers can help leaders visualize data from Salesforce, marketing automation tools and other platforms to fit their company’s individual needs.

Partner With Marketing to Enable Sales

Marketers love creating awesome content for salespeople to use. The trouble is that salespeople often don’t know what content is available or how to effectively leverage content in the sales process. Sales operations managers can partner with marketers in order to help ensure that reps know how to successfully utilize content like eBooks, case studies, blogs and videos.

Great dashboards are paramount to successful sales operations. Check out our guide to the 7 most important Salesforce dashboards.


About the Author

Jesse Davis

Jesse Davis is a sales and marketing strategist and Sr. Content Marketing Manager at RingDNA. Over the past decade, Davis has honed his business communications skills working as an inside sales manager, business writer and agency marketer. He is a proponent of utilizing platform technology and evidence-based methodologies to optimize creative campaigns, marketing ROI and sales performance.

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