What Responsibilities Are Core for Sales Operations?

15 December 2015

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The term “sales operations” describes a set of activities that support sales force efficiency and effectiveness. The Sales Management Association’s recently completed research into sales operations’ practices, challenges, priorities, and emerging trends reveals new insight into this emerging corporate function.  

This research found that sales operations departments are most likely focused in (1) reporting, (2) analytics and intelligence, and (3) forecasting and pipeline management. Additional areas of focus, in descending order of prevalence, are:

4. Sales process
5. Incentive compensation and performance management
6. Aligning sales organization strategy
7. Events and programs
8. Sales force development
9. Pricing and proposals
10. Enablement and content

Research participants were asked to rate on a seven-point scale their sales operations functions’ level of involvement in each activity; a rating of “7” indicates the sales operations function is accountable, a rating of “1” equates to “no involvement.” See the figure below for details.

Sales Operations Activities

 

Other functions within the firm are more likely to be chiefly accountable for “enablement and content,” “pricing and proposals,” and “events and programs.” More than half of all sales operations departments surveyed are highly accountable for sales force reporting, analytics and intelligence, sales process management, and forecasting and pipeline management.

Learn more in our recent Sales Operations Practices report where the findings identified several key improvement areas for the sales operations function, the change in future emphasis in sales operations activities, sales operations organizational structures and reporting relationships, and more. 

 

LINK TO REPORT: Sales Operations Practices Report


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