Sales Ops: A role that helps sales teams work as efficiently as possible

Sales Ops

Xerox first introduced it around the mid-1970s. The need came up because the management activities took over too much of the time. The team could not focus on their primary task, i.e., selling.

The primary role was to free sales teams’ tasks. However, in today’s world, where sales teams are the driving force of businesses, sales ops are the source of that eternal force.

Everything from territory management, sales strategy, and data crunching to equipping the team with tools and leaders with tracking, they handle it all. Their roles vary from business to business. However, their mission to enable the sales team to work efficiently remains the same.

These overlooked and under-appreciated departments always find new ways and tools such as Dynamics 365 Field Mapping to enhance their productivity and organizations’.

Let us see their roles that help hack success.

Roles of Sales Ops Team

Patrick Kelly, the one who led Xerox’s first sales ops team, defines the role as:

All the nasty things that you don’t want to do but need to do to make a great sales force.” And if we talk about it metaphorically, Enrico Nebbia says,

“Selling is like motorcycle racing, and sales leaders are the riders. No matter how good the rider is, if the motorcycle is not fast and agile, they’ll not win.”

Here, the sales ops are the mechanics that provide riders with the best motorcycle. You can consider them as an engine or fuel. Their purpose is to enhance effectiveness, productivity, and sales. To achieve this, they:

1. Optimize Sales Process

A standardized sales process improves the bottom line. So, sales operations measure the data and evaluate the effectiveness of the product, sales process, or campaign. They verify the success rate of the product or strategy. If they find that a plan is not suitable, they implement a new way.

They utilize the data collected by solutions like Dynamics CRM Field Mapping to identify leads, sales leaders, and reps. They combine this data and based on this, create, and implement a sales process. They ensure that the process helps sales reps understand their daily experience and challenges.

2. Analyze Performance Metrics

Often, we have heard about sales leaders managing team performance. But actually, it is the sales ops team that manages sales reps’ compensation and incentives plans. They track teams’ performance on the whole as well as individually.

They set rewards for high-performing employees and plan out processes and training for poor-performing ones.

Moreover, they conduct training sessions for leaders and teams on specific skills, like when to follow up, what selling methods you should use, what are the trends, and so on.

They also train senior professionals on how to review their own progress and manage a team. They ensure that everyone gives their 200%.

3. Create Forecasts

The past data and performance trends help Sales ops to forecast future sales and goals. It helps them identify the issues in the process and fix it on time. They can also know why a potential lead is not converting or why an area is under-performing.

A heat map and data visualization feature can help them identify the bottlenecks accurately and on time.

For example, they can implement a strategy to generate ten leads in like one month. They can monitor the progress on the map (instead of checking data in the grid and sheets). If 4-5 leads are generated in a span of 15 days, they can forecast that strategy would work out.

4. Assign Tasks

Sales operations are responsible for assigning tasks and territories to sales reps. They evaluate performance, identify every rep’s skills, and, based on that, assign tasks.

They make sure that territories assigned to the reps are according to their tasks and leads. For example, if a sales rep has two leads in the X area. Sales ops would ensure that they assign X area to the representative rather than Y. In some cases, the areas can be more than one. However, ensuring the team does not feel burnout and can work effectively is their primary motto.

To handle it effectively, they can make use of Dynamics 365 Field Mapping. It allows them to create and assign territories directly from the CRM.

5. Implement Tools

Sales operations rely heavily on data. Therefore, it is essential to have tools that can simplify the entire sales team’s operation.

And as sales ops are responsible for enhancing productivity and efficiency, they are the ones that oversee technological implementation.

They try different CRMs to find one that can handle all the customer data and help the team manage their activities.

They equip platforms and tools like Dynamics CRM Field Mapping to make sales more efficient.

6. Enable Cross-Team Communication

Productivity lies in communication, interaction, and day-to-day learning. Sales operations know this, and as the center stage of driving sales, they need to act as a bridge between the sales, marketing, and development team.

For every new strategy, they collaborate with the marketing team and plan out a strategy. They ensure that every business process is aligned correctly.

Not only this, they even encourage internal communication. An off-topic fun chat or interactive session to boost productivity and engagement is common among teams.

In addition to these roles, sales operations include supporting representatives, generating leads, communicating and organizing teams, training reps, and creating strategies.

Though, it is not limited to this!

Conclusion :

Sales operations are the backbone of businesses. When properly aligned, they streamline the sales process and ensure better productivity and efficiency. They make the sales process faster, strategies smart, and sales reps fully charged. Visit Closify if you’re thinking of getting more sales reps to help you and your team boost your sales.

Back then, their role was to manage and lift the burden off from leaders. But 50 years later, today, they are the most important piece of the sales puzzle.

They create a method of selling.


Follow this guide to learn about sales operations people and their roles that help the sales team achieve success.

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