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Sales Position Titles

Sales Operations Manager

Job Description

A sales operations manager plays a critical role in the sales department of every business. These specialists oversee and develop a smooth and effective sales process that drives sustainable revenue growth. In other words, together with a sales operations team, an operations manager empowers the business with everything it needs to not only achieve but also reach beyond their sales goals.

Although the commitment that sales operations managers make for their companies is invaluable, this role remains somewhat shady to many people. It is often confused with other roles within sales teams. But we are about to change this!

So what is this job all about? In this article, we answer all your questions:

  1. Who are sales operations managers, and what do they do?
  2. What skills are required for this role?
  3. What are the key responsibilities in this job?
  4. What does a job description for this role look like?
  5. How much does this job pay?

Continue reading to find a comprehensive sales operations manager job description from Belkins!

What Does a Sales Operations Manager Do?

The core goal of a sales operations team is to make the sales process as smooth as possible and ensure that the entire sales department consistently operates to the best of its ability. In this team, the sales manager fills the role of leader and supervisor. A person in this role is responsible for overseeing and streamlining different sales processes to maximize revenue generation.

As previously mentioned, a sales operations manager plays a crucial role in a business. More specifically, the whole sales operations department is a vital function in a business. However, this function is not always integrated into a business by default. Often it appears as a result of business growth. When the sales organization of a growing company starts scaling, sales operations is the missing link that, once established, helps support this scaling and reduce friction.

When a business gains more customers, it also grows the number of key performance indicators that the entire sales organization has to keep an eye on. As a result, the way this company sells becomes more complex. And that’s where sales operations steps in.

A sales ops manager and the whole sales operations team help different teams within the sales department to align their priorities and perform better in their everyday tasks. Simply put, sales ops helps salespeople sell better and easier by streamlining sales processes.

Sales Operations Manager Skills

Now that you know what the job of a sales ops manager is, you might be wondering what key skills one needs to possess to succeed in this position.

First and foremost, every person in this role must possess strong leadership skills. Sales ops managers have to supervise their own teams as well as other sales and marketing teams and ensure that each works efficiently. To excel at this task, a good sales manager must be a real leader and motivator.

Along with leadership skills, a person in this position must demonstrate excellent interpersonal and communication skills, as they have to communicate a lot with different teams within the sales organization. They also often have to report to high-level sales leadership representatives, such as a VP or director of sales operations. Therefore, knowing how to communicate effectively is a must-have skill for this role ― but that’s not all.

In addition to everything that was mentioned earlier, a person in this role is also expected to have the following skills:

  • Project management.
  • Problem-solving.
  • Business acumen.
  • Strong organization.
  • Sales funnel and pipeline management.
  • Data analysis.
  • Reporting.
  • Program management.
  • Sales management.
  • Excellent understanding of various sales tools and software.
  • Experience with financial systems.

Other requirements

Apart from the skills we mentioned above, candidates for a sales operations manager job are also expected to meet a few additional requirements.

So what are the most common requirements?

Employers typically expect their sales managers to have vast experience in supervising and managing teams. Ideally, in order to land a job, you will need to demonstrate proven work experience in the same or similar sales management role(s).

Also, candidates must demonstrate excellent knowledge of different sales processes, tools, go-to-market initiatives, and other things that affect sales efficiency.

Another base requirement is education. As a rule, a sales operations manager should hold at least a bachelor’s degree in business or a related field. However, since it is a senior position, the majority of employers will value candidates with higher degrees, such as a master’s, much higher.

Sales Operations Manager Duties

We’ve given you a little sneak peek into the key responsibilities of the manager of a sales operations team. Now let’s look at their core duties in more detail.

Here is what their average day-to-day looks like:

1. Optimizing the sales process

Every company needs a well-established sales process in order to drive revenue. However, streamlining and optimizing all sales processes in the organization isn’t a one-time effort. It requires ongoing audit and improvement in order to make sure all processes run smoothly and efficiently as the company scales, and this is the primary mission of a sales manager.

Having this person on board helps the business pinpoint areas of their sales process that might be underperforming and costing them valuable deals. The sales ops manager identifies such areas and finds opportunities to improve them to ensure higher sales productivity.

2. Overseeing the sales funnel

A sales operations manager is responsible for overseeing the company’s sales funnel and ensuring that leads are moving through it smoothly. To be more specific, a manager has to keep track of conversion rates at every stage of the funnel, analyze the obtained data, and come up with sound recommendations on how the sales team can improve performance at each stage.

While overseeing the sales funnel and conversion rates, this person is also responsible for identifying any existing and potential issues affecting sales velocity and helping sales teams fix them.

3. Selecting, integrating, and managing sales tools

Another big area of responsibility for a sales operations manager is the sales stack. The manager’s goal is to ensure the best performance of their sales teams. This often involves not only overseeing their daily operations and strategies but also equipping them with the right sales tools.

It is the sales manager’s task to identify the best automation tools and help their team get the most out of them. In addition, they are also responsible for evaluating the capabilities and effectiveness of the current tools.

4. Managing CRM data

Since we were talking about the sales stack, another thing that is involved in it is your CRM. For the majority of sales teams out there, the CRM they are using is one of the most crucial tools in their stack. So the task of a sales operations manager is to ensure that the CRM system their teams use is optimized.

Sales ops managers always have to keep an eye on their teams’ sales data, ensuring that all CRM data is accurate and up to date. They also must manage contact lists, set up automation, audit data for consistency, and manage custom fields to ensure that their teams can get the most out of the data they have.

5. Leading a team of sales ops experts

Just like other sales leaders, sales operations managers are responsible for leading and managing their teams.

As a rule, a sales ops team consists of several sales operations analysts, who are responsible for data analysis, and a sales manager, who is responsible for overseeing daily operations and helping team members perform well in their jobs.

The number of sales ops experts varies depending on the scale of a particular business. Typically, as the business grows, there is a need to expand sales operations along with it. So a good manager should have extensive experience in managing and leading teams.

6. Performing sales forecasting

When it comes to optimizing the overall sales process within multiple teams, it is important to understand that every particular team, as well as every particular rep, will have their own individual goals. And the only way to ensure the highest sales productivity is to make sure that these individual goals align with broader revenue and sales goals. This way reps can work together toward the big goal and achieve their individual objectives at the same time.

A sales operations manager is responsible for aligning everyone’s goals with the ultimate aim. But in order to do this, people in this role have to perform sales forecasting and data analysis in order to identify those big goals. Also, by performing sales forecasting, managers gain valuable insights into their sales team’s performance and can find more opportunities for process improvement.

Thus, a good manager should be proficient in sales forecasting. They should be able to gain and analyze relevant data and communicate it to the team and stakeholders to ensure the alignment of performance indicators.

7. Developing organizational goals

As was mentioned earlier, along with managing key performance indicators and performing sales forecasting, a sales operations manager also actively participates in the company’s goal setting. So let’s stop here for a moment.

Sales ops leaders have to work together with other sales leaders to identify future sales strategies and set data-driven sales goals.

Sales operations manager job description

As you now know, sales ops managers are responsible for optimizing sales processes, overseeing teams to ensure sales productivity, managing a sales funnel, and so on and so forth. The list of this role’s job duties is quite extensive, and employers often feel like fitting it all in one job description is quite a challenge.

Of course, the job description can vary depending on the experience level the employer is looking for, the company’s size, and other factors. Yet there are general points that are typically included in every description for this role.

Below is a standard sample sales operations manager job description:

We are looking to hire a senior sales operations manager who has the skill and knowledge to help our company achieve its sales goals and drive sustainable revenue growth. 

What you’ll do:

What we are looking for:

  • Track and manage key performance indicators and data.
  • Optimize the sales stack by identifying and integrating the right tools and technology.
  • Oversee the work of the sales team.
  • Provide needed sales training to support the performance of the sales team.
  • Assist with customer retention and account management.
  • Optimize the sales process for maximum efficiency.
  • 3+ years in the same or similar managerial role with increasing responsibility.
  • Strong problem-solving skills.
  • Ability to multitask.
  • Thorough understanding of sales software and databases.
  • Strong analytical skills.
  • Outstanding interpersonal and communication skills.
  • Business acumen.
  • Experience with financial systems.

Sales operations manager salary

Now that you know the key skills and responsibilities of a sales operations manager, you may also be curious how much they get paid. Let’s look at some numbers.

According to nationwide stats, the cross-market average salary for a sales operations manager job is $97,276 per year. However, as you can guess, the salary can vary significantly depending on a variety of factors. For this role, some of the biggest factors include your location and, of course, your past experience in sales management.

In terms of experience, it shouldn’t be a surprise that the more expertise a sales manager has, the more they can make. Typically, the range is between $56,000 and $122,000.

As for the location, the salary range for this job can change a lot depending on the state you live in as well. For example, some of the lowest sales ops manager’s salaries are in Colorado, Texas, and Illinois. The highest salaries can be found in California, New York, Washington, and Massachusetts.

Lastly, it is also worth noting that the figures mentioned above do not include bonuses or commissions. In addition to their salaries, sales operations managers can earn between $3,000 and $20,000 in bonuses and between $2,000 and $41,000 in commissions.