What Is Sales Operations? Best Practices, Roles, Tools

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Thanks to the rise of sophisticated sales tools, big data, and cloud technology, sales operations are the engine of successful sales organizations. In a marketplace where efficiency translates directly to a competitive edge, these teams are crucial for streamlining processes, enhancing productivity, and freeing up salespeople to do what they do best—sell.

Today, businesses of all sizes understand the benefits of a dedicated sales operations team. As of December 2023, 87% of the top ‘Cloud 100’ companies have embraced sales enablement or revenue enablement roles, signaling just how critical these functions are for driving success.

At the heart of it, the goal of any sales operations team is to ramp up sales effectiveness in ways that are both scalable and sustainable. By reducing the friction in the sales process, these teams ensure that sales reps can focus on the tasks that close deals.

In this article, we’ll define sales operation, discuss why it’s important to your company’s success, and explain how to build your sales ops team.

Sales operations vs. sales enablement

Sales operations and sales enablement are related concepts that aim to improve sales team performance. Because of their similarities, the ways they differ can seem like a gray area.

Sales enablement focuses on providing your sales teams with the best sales content, strategies, tools, and other selling resources to help them be successful. Effective sales enablement tools and content put the focus on the buyer, allowing sales reps target the right people and increase engagement.

Sales operations, on the other hand, focus on the entire organization– the product, sales playbook, sales processes, structure, technologies, human resources, and more. Sales ops specialists often liaise between sales and other departments like finance, marketing, legal, QA, and IT. They wear many hats and work with several teams regularly.

Contrary to common belief, the two concepts do serve unique purposes. That doesn’t mean, however, that these two teams should work alone or in silos. Often, sales ops and sales enablement teams report to the same head of sales and share responsibility for overseeing sales performance in their areas of expertise.

Key Functions & Responsibilities of Sales Operations

With the support of sales operations, sales teams and companies can perform better, hit goals faster, and navigate sales processes with intention.

Since sales operations represent several functions within a company, sales ops managers and their teams have unique responsibilities. The key functions and responsibilities of sales operations can be divided into four categories – strategy, technology, operations, and performance.

Sales Strategy Responsibilities

  • Sales process management: Regularly review and adjust the sales process to align with evolving business objectives and market conditions, ensuring the sales strategy stays effective and relevant.
  • Sales forecasting: Utilize comprehensive analysis of performance data to forecast future sales trends accurately, enabling strategic planning and resource allocation to meet projected goals.
  • Territory definement: Define sales territories strategically based on comprehensive evaluations of geographic areas, potential customer bases, and the sales rep’s strengths.
  • Team organization: Optimize the sales team structure by aligning sales reps with customer segments matching their skills and success records, improving customer relations and sales outcomes.

Sales Technology Responsibilities

  • Research and evaluation of new sales technology: Proactively seek and evaluate emerging sales software to find tools that enhance operational efficiency and support effective lead management.
  • Integration to applications and tools: Ensure seamless functionality across sales tools and platforms, integrating them to create a cohesive workflow that enhances performance and usability for the sales team.
  • CRM adoption: Streamline and manage CRMs to ensure they’re user-friendly and fully integrated into the sales process, enabling the team to track interactions and manage customer relationships.
  • Automation: Implement automation in routine tasks to save time and reduce errors, allowing sales reps to focus on more strategic activities.
  • Sales IT application support: Work closely with IT to ensure sales teams have robust tech support, facilitating smoother sales operations and better handling of sales tools.
  • Communication strategy: Develop and maintain communication protocols to ensure regular and effective information sharing and achievements within the sales team and the organization.

Sales Operations Responsibilities

  • Recruiting and hiring: Use in-depth knowledge of the sales team’s structure and performance to strategically influence recruitment and hiring strategically, ensuring new hires fill key skill gaps.
  • Onboarding: Facilitate new-hire onboarding by providing comprehensive training on tools and sales techniques.
  • Sales training: Conduct ongoing training sessions based on performance analytics to elevate the team’s skills and adapt to new sales challenges and opportunities.
  • Sales support: Continuously support the sales team by identifying leads, managing transactions, and enhancing sales skills through targeted training and technology.
  • Contracts and SLAs: Work with HR to craft and document clear and effective SLAs, managing essential sales documentation to streamline operations and enhance contract profitability.

Sales Performance Responsibilities

  • KPIs and metrics: Identify and monitor metrics directly impacting sales performance, providing actionable insights to drive continuous improvement.
  • Data analytics: Leverage advanced data analytics to identify trends, evaluate sales strategies, and provide a robust basis for making informed decisions.
  • Sales methodologies: Establish and refine sales methodologies that align with company objectives and market dynamics, ensuring a consistent approach to customer engagement.
  • Performance support: Regularly assess and support sales performance through comprehensive reviews and targeted coaching, aiming to optimize strategies and outcomes.
  • Sales incentive: Design and implement effective incentive programs that motivate the sales team, drive performance, and align with business goals.
  • Lead management: Manage administrative tasks like lead generation and appointment setting to enhance sales focus and efficiency, allowing reps to concentrate on closing deals.

The Structure of a Sales Operations Team

Building a strong sales operations team is critical to driving sales and streamlining your business operations.

A well-organized team brings together diverse roles, each playing a strategic part in propelling your company forward. Understanding these essential roles enables you to either assemble a new team or enhance your existing one to meet your business goals better.

1. Sales operations manager

The sales operations manager orchestrates the overall strategy and functioning of the sales operations team. They ensure that sales processes are continuously refined to meet dynamic market conditions and business needs. Their leadership ensures the team efficiently manages sales territories and organizational structures to maximize productivity and drive sales results.

2. Sales technology manager

The sales technology manager is in charge of integrating and managing sales technology solutions. They are responsible for adopting and managing a company’s CRMs, ensuring seamless integration of various sales tools, and driving automation initiatives to enhance productivity. Their expertise helps sales teams leverage technology to improve workflow efficiencies and customer engagement.

3. Sales enablement manager

The sales enablement manager focuses on equipping the sales team with the tools, training, and content they need to sell more effectively. They oversee sales staff onboarding and continuous training, ensuring that all members are proficient in the latest sales methodologies and technologies. This role is essential for maintaining high performance and adapting sales strategies to meet evolving market demands.

4. Sales operations coordinator

As a linchpin of the sales operations team, the sales operations coordinator supports the daily operations and administrative tasks. They assist with lead management, transaction handling, and the smooth execution of sales support tasks. Their role ensures that the sales team can focus on their primary task—selling—by managing the details that keep the sales engine running smoothly.

5. Sales analyst

A sales analyst serves as the data backbone critic who supports decision-making within the sales team. They analyze sales data and trends to inform forecasting and strategic planning. Their insights help identify opportunities for improvement, making them essential for driving effective sales strategies and operational adjustments.

6. Sales compensation manager

Responsible for designing and managing the sales incentive programs, the sales compensation manager ensures that incentives align with business objectives and effectively motivate the sales team. They manage the development and implementation of compensation plans that attract top talent and foster a high-performance sales culture.

7. Sales operations specialist

Sales operations specialists handle the specifics of sales operations functions, from managing SLAs and contracts to supporting sales training and performance reviews. Their role is to ensure that every element of the sales process is optimized for efficiency and effectiveness. They often act as a bridge between sales and other departments, ensuring that all sales operations are aligned with broader business goals.

sales operations team org chart

Best Practices for Sales Operations Teams

Solid sales operations teams improve sales performance and empower salespeople by accelerating the sales cycle and facilitating faster closing. A sales team’s success relies heavily on a sales operations team’s ability to streamline processes continuously.

To follow suit, you’ll want to make sure you’re following these best practices:

1. Enhance collaboration between sales and marketing

Sales and marketing teams must work closely to ensure their strategies are in sync and that a unified message consistently reaches the customer. Regular strategy sessions allow both teams to coordinate on upcoming campaigns, refine their messaging with the latest data, and exchange insights that influence future projects. These collaborative efforts not only align their actions but also foster a mutual understanding that swiftly adapts to changing market conditions.

When sales and marketing unite their efforts, they bring together unique perspectives that can lead to more effective campaigns, boosting sales and reinforcing brand consistency. This partnership cultivates a sense of shared responsibility for results, promoting a culture where both teams actively solve challenges and drive innovation.

2. Streamline the sales process for greater efficiency

Optimizing your sales process is critical to closing deals quicker and boosting customer satisfaction. There are a few ways you can make an immediate impact:

  • Map your current sales process to pinpoint any inefficiencies or unnecessary steps.
  • Gather input from your sales team for direct insights into their daily hurdles.
  • Automate repetitive tasks, like data entry or lead qualification, to allow your team to focus on more impactful tasks.
  • Continuously evaluate and update your sales process to keep it relevant in the face of evolving market conditions and new technologies.

These proactive approaches ensure that your sales team remains flexible and well-equipped to meet your customers’ needs.

3. Clarify roles between sales operations and sales enablement

A clear definition of responsibilities between sales operations and sales enablement teams is essential to avoid task overlap and enhance overall efficiency.

Sales operations concentrate on data management, sales technology optimization, and process improvements. In contrast, sales enablement directly supports sales representatives by equipping them with the necessary training, tools, and content to excel. Regular coordination meetings between these teams help align their strategies and maximize each team’s specific strengths.

By clearly defining these roles, each team can focus on tailored goals and metrics, creating a more efficient and supportive environment.

4. Determine robust KPIs

KPIs are essential for assessing the impact of your sales strategies and operations. Carefully chosen KPIs that capture necessary elements of the sales funnel and customer engagement provide a focused lens on the metrics most critical to success.

Openly sharing these KPIs and routinely discussing them with your team fosters a culture prioritizing data-driven decision-making, accountability, and continual enhancement. This transparency also allows you to spot trends and deviations early, enabling quick strategy adjustments.

Regular reviews and discussions about these metrics in team meetings help keep everyone aligned on goals and encourage collaborative discussions on how to reach them effectively. This ongoing evaluation boosts performance and ensures sales operations align with larger business goals.

5. Emphasize continuous training and skill development

Ongoing training keeps your sales team sharp, knowledgeable, and ready to tackle new challenges and technologies. A digital adoption platform (DAP) like Whatfix can revolutionize how training is delivered by directly embedding interactive, on-demand learning into your team’s daily tools. Whatfix enables sellers with in-app guidance and on-demand support, all in the flow of work. Whatfix enhances the sellers experience by providing necessary contextual assistance and step-by-step guidance.

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With interactive walkthroughs, guide sellers through complex processes step-by-step within their actual work environment. This hands-on approach not only speeds up the learning process for sales teams but ensures a deeper understanding and retention of new information.

Whatfix Self Help provides users instant access to all available help content in an easily navigable format within their application. This means that sales reps can quickly find the needed information without leaving their workflow, reducing downtime and boosting productivity.

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6. Enhancing customer relationship management with data-driven insights

Integrating advanced technology tools is essential for streamlining sales operations, especially as teams increasingly operate in remote and digital environments. Smooth communication and workflow depend on seamlessly integrating platforms like CRMs, communication tools like Slack or Microsoft Teams, and project management software. This ensures that information is always accessible and flows effectively throughout the team.

To maximize these tools, it’s essential to hold regular training sessions. This ensures that every team member can fully leverage these technologies, boosting individual productivity and enhancing the team’s ability to collaborate effectively. With these tools, you can monitor projects in real-time, quickly resolve issues as they arise, and keep everyone aligned with the team’s objectives.

Must-Have Sales Operations Tools in 2025

Having the right tools in sales operations isn’t just beneficial—it’s a game changer. These essential technologies streamline processes and empower teams to close deals faster and manage relationships more effectively. Each tool enhances sales efficiency and effectiveness, from customer relationship management to advanced analytics and contract handling.

Let’s look at the kinds of tools that help sales teams stay at the top of their game.

1. CRM

Customer relationship management (CRM) software is indispensable for any sales team, offering a centralized platform to manage all customer interactions and data. These tools provide robust support for sales analytics, enabling teams to measure and optimize their performance by tracking sales cycles, customer engagements, and overall revenue generation. CRM tools also facilitate strategic account management by monitoring account health, ensuring that sales operations can proactively address potential issues and nurture key relationships.

Key features:

  • Sales analytics: Provides detailed insights into sales activities, helping to optimize the sales pipeline and forecast future trends.
  • Revenue intelligence: Gathers data to identify revenue generation opportunities and understand customer value over time.
  • Account management: Centralizes all customer interactions and tracks account health to enhance relationship management.

2. CPQ

CPQ software is essential for sales teams with complex product configurations, pricing models, and quote management. It automates the assembly of accurate quotes, ensuring consistency and precision across all sales proposals. This tool is precious in sales operations as it helps to shorten the sales cycle, reduce errors, and ensure profitable pricing strategies are consistently applied across all deals.

Key features:

  • Automated quoting: Streamlines the creation of complex quotes, reducing errors and saving time.
  • Price optimization: Automatically adjusts pricing based on pre-set rules to align with market demands and business objectives.
  • Custom configurations: Enables sales teams to easily customize product offerings to meet specific customer requirements.

3. Contract lifecycle management

Contract lifecycle management (CLM) systems manage the entire contract process from creation through execution, renewal, and expiration. In sales operations, these tools are critical for enhancing the efficiency of contract negotiations and compliance management. They help standardize agreements across the organization, ensuring all contracts meet legal and company standards while also speeding up the approval and execution processes.

Key features:

  • Automated workflow: Streamlines the contract approval process, reducing bottlenecks and ensuring timely execution.
  • Compliance tracking: Monitors and ensures all contracts comply with legal regulations and company policies.
  • Document management: Provides a secure repository for storing and retrieving contracts and related documents.

4. DAP

Digital adoption platforms like Whatfix revolutionize how sales teams interact with their essential tools. By providing in-app guidance and support, DAPs help reduce the learning curve for complex CRM systems and other sales software. For sales operations, this means improved adoption rates, decreased training costs, and better utilization of technology, which directly translates to more effective sales strategies and enhanced operational efficiency.

Key features:

  • In-app guidance: Offers real-time, context-specific help within applications, making it easier for users to navigate complex systems.
  • Usage analytics: Provides insights into how sales tools are used, helping identify areas where additional training or workflow adjustments are needed.
  • Customization: Tailors support and guidance to the specific processes and needs of the business, enhancing user experience and productivity.

5. Sales enablement

Sales enablement tools empower sales teams by providing the necessary resources, content, and information to engage effectively with prospects and close deals. These platforms support sales operations by ensuring all team members have immediate access to up-to-date and relevant materials, streamlined communication channels, and strategic alignment of sales and marketing efforts.

Key features:

  • Content management: Organizes all sales-related materials in one easily accessible location.
  • Training tools: Provides scalable, on-demand training solutions to keep sales teams up-to-date with the latest strategies and technologies.
  • Engagement tracking: Monitors how sales content is used and measures its impact on sales outcomes.

6. E-signature software

E-signature software facilitates the secure and legal signing of documents online, which is crucial for closing deals swiftly in today’s fast-paced market. For sales operations, this technology not only speeds up the contract signing process but also enhances the customer experience by simplifying the final steps of the sales journey. Additionally, it reduces the paperwork burden, allowing sales teams to focus more on selling and less on administrative tasks.

Key features:

  • Secure signing: Ensures all electronic signatures are legally binding and secure.
  • Workflow integration: Integrates smoothly with other sales and document management tools.
  • Document tracking: Provides updates on document status, from sent to signed, keeping all relevant parties informed.

7. Lead management software

Lead management software optimizes handling potential customers from initial contact through to conversion. It enhances sales operations by automating the tracking, nurturing, and scoring of leads, which helps prioritize efforts and improve conversion rates. These systems provide essential capabilities to efficiently manage large volumes of leads, ensuring no opportunity is missed.

Key features:

  • Lead capture and distribution: Automatically captures leads from various sources and assigns them to the appropriate sales personnel.
  • Lead scoring: Evaluates leads based on predetermined criteria to prioritize follow-up based on conversion potential.
  • Nurturing tools: Automates engagement with prospects through scheduled emails and content delivery to maintain interest and move leads closer to a sale.

8. Sales intelligence software

Sales intelligence software provides crucial data and insights about the market and prospective clients. This tool is indispensable for crafting targeted, informed sales operations strategies. It enriches lead and customer data with actionable intelligence, helping sales teams personalize their approaches and significantly increase the effectiveness of their efforts.

Key features:

  • Data enrichment: Augments existing customer data with additional contextual details for more personalized engagements.
  • Market insights: Delivers real-time intelligence on industry trends and competitor movements.
  • Prospect tracking: Tracks prospect activities and engagement to refine sales pitches and timing.

9. Sales training applications

Sales training software is vital for continually developing sales teams’ skills. These tools are integral to sales operations, ensuring that all team members are proficient in the latest sales techniques and technologies. They provide interactive, engaging content that helps improve sales tactics and strategies, ultimately leading to better performance and higher sales figures.

Key features:

  • Interactive training modules: Engages users with dynamic content that boosts learning retention.
  • Performance analytics: Tracks the effectiveness of training programs and provides feedback on individual and team performance.
  • Coaching tools: Enables managers to offer personalized coaching and feedback, helping sales reps refine their skills and strategies.

Sales Operations Click Better With Whatfix

Embracing best practices in sales operations is a non-negotiable today.

Effective sales operations teams, characterized by streamlined processes and continuous learning, are the core of successful businesses. As these teams face the challenge of adapting to rapid market changes, leveraging the right tools becomes a make-or-break move.

Whatfix addresses these challenges with its targeted digital adoption solutions that enhance the functionality and effectiveness of sales operations teams. Whatfix’s self-help widgets and contextual pop-ups significantly reduce the time it takes for new sales members to become proficient by offering instant, in-app guidance right at the point of need.

For upskilling employees, Whatfix’s interactive walkthroughs and task lists transform complex training into engaging, step-by-step learning experiences. These features ensure that sales operations reps can quickly master detailed processes and apply their new knowledge directly within their workflows.

Whatfix Analytics also provides deep insights into sales operations workflows, identifying areas for process optimization and pinpointing training needs. This capability allows teams to continually refine their sales operations for maximum productivity.

By integrating Whatfix, sales operations teams not only excel in their current roles, but are also empowered to evolve with emerging business demands. Whatfix’s suite of features offers an indispensable resource for any sales operations department aiming to enhance performance, streamline workflow, and achieve lasting success in a dynamic sales environment.

Learn how Whatfix can transform your sales operations team’s productivity by streamlining processes and eliminating manual busywork.

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