What Is Sales Operations?

Many companies know that they should focus on their sales team because that’s where the money is coming from. It’s a good place to start but by implementing sales operations, companies can really increase the effectiveness and efficiency of the sales team and increase revenue as a result. Odds are that you are already practicing some of the key parts of sales operations within your company, you just don’t know it. That will make it a whole lot easier to integrate everything within a single department and create a cohesive sales operations strategy. 


What Is Sales Operations?

Sales operations are an area that works to support the sales team and help to create an actual system for selling so that salespeople can do so more efficiently. Many companies try to support their sales teams, but without practicing true sales operations, things will inevitably fall through the cracks and affect the effectiveness and efficiency of your sales. This comes from the idea that sales is the most valuable part of your company, and they should be maximizing profits by only doing sales. In a perfect world this would already be true, but in reality sales teams and sales managers often have to deal with other things like administrative tasks, strategizing, and data analytics instead of selling. By creating a system of selling and shifting these tasks away from the sales team, they are able to focus 100% of their time on selling and achieve their highest numbers. 


How Does Sales Operations Work?

Sales operations encompasses a lot of different areas, and it tends to look different depending on the company, its organization, and its future goals. However, there are a few key areas that sales operations deals with in order to come up with an overall sales strategy for the sales team to utilize. 


Sales operations deals with a lot of data analysis. Data is a good way to check your new and existing processes and see what is working and what is not. After changes are made, you should continue to monitor the numbers to make sure that the changes are having the desired effect. If not, you can continue to tweak different things until you achieve your desired results. Another data area that sales operations deals with is data for forecasting purposes. This information helps keep the sales team on track and shows progress towards meeting goals and benchmarks. 


All of this information then goes into other vital aspects of sales operations: evaluating and assessing methodologies and strategies. That way, you know that you are constantly working towards creating the best system possible for the sales team and the company as a whole. 


Why Is Sales Operations Important?

Although we kind of touched on it before, but sales operations is important because it allows you to increase the effectiveness and efficiency of your sales team and thus grow your company in profits. It creates a clear system to things and makes everyone’s lives easier – both on the sales team and within other departments as well. When everyone is on the same page, things operate more smoothly. 


How to Use Sales Operations?

In order to use sales operations within your company, you need to create your team. You should always create a mission and vision statement for this new team to direct them forward. You might want to consider implementing technology or consulting with experts to make this process easier on you. At the end of the day, you get out of sales operations what you put in. 


Every company should be utilizing sales operations to make everyone’s lives easier. Not only does it lead to happier employees, but it also leads to a more cooperative and efficient sales structure that is able to bring in more revenue.

Brett Sartorial

Brett is a business journalist with a focus on corporate strategy and leadership. With over 15 years of experience covering the corporate world, Brett has a reputation for being a knowledgeable, analytical and insightful journalist. He has a deep understanding of the business strategies and leadership principles that drive the world's most successful companies, and is able to explain them in a clear and compelling way. Throughout his career, Brett has interviewed some of the most influential business leaders and has covered major business events such as the World Economic Forum and the Davos. He is also a regular contributor to leading business publications and has won several awards for his work.