Imagine you are a sales rep, you’re making several calls a day, jotting down notes, tracking conversations and trying to follow up, all at once. But, by the end of the day, it is frustrating to manually scout for numbers, unanswered calls, figure who called you back and juggle a dozen spreadsheets. 

Now comes the sales operations manager to your rescue. They can automate your follow-ups, and give real-time dashboards, using a CRM, so you don’t have to send daily updates.

Sales ops team manage tools, train & provide support to sales reps, and define data backed quotas, all so no one’s overburdened while sales performance is steadily progressing. 

This was just a glimpse of what a sales operations manager does. 

This blog will give you a detailed overview of the roles & responsibilities, challenges faced, and key metrics a sales ops manager tracks. You will also get an idea of what sales ops across different industries look like. Keep reading!

Who is a sales operations manager?

What are the roles and responsibilities of a sales operations manager?

Tools & systems management

• Implement, manage, and optimize sales tools (e.g. Superleap), including analytics dashboards, forecasting software, automation platforms (e.g. Zapier), and other relevant technologies.
• Ensure the CRM is well-maintained and optimized to keep sales data accurate and reliable for tracking, reporting, and audit purposes.

Sales process & workflow optimization

• Streamline and improve sales workflows to reduce inefficiencies.
• Identify bottlenecks and suggest improvements based on data insights.
• Optimize incentive structures and compensation plans to drive motivation.

Performance monitoring & strategic reporting

• Track sales metrics (e.g., conversion rates, deal velocity, quota attainment).
• Generate reports and forecasts to help leadership make data-driven decisions.

‍Team enablement & support

• Ensure proper onboarding of new sales hires with the right tools and processes.
• Train sales reps on how to use sales technology effectively.

To execute your responsibilities efficiently, sales ops managers must possess certain skillsets. Now that you know “what to do”, go on to read whether you know “how to do”. 

What are the skills required to be a sales operations manager?

• CRM & sales tools proficiency
• Forecasting & trend analysis
• Leadership & business acumen
• Proficiency in data analysis tools (Excel, Google Sheets, SQL, Tableau, Looker) sales technology platforms.
• Cross - collaboration (work closely with sales, marketing, finance, and customer success teams).

Alright, you have passed the skill test! Now, let’s read across what industry would you like to apply them. 

How do sales operations vary by industry?

While the core responsibilities of a sales operations manager remain consistent, the role can vary significantly across industries. Here’s how sales operations differ in some key sectors:

💿 SaaS (Software as a Service)

In the SaaS industry, the focus is heavily on subscription renewals, upselling, customer success and reducing churn. The key metrics involved here are customer health scores, renewal rates, upsell conversion rates, churn rates. 

You often have to collaborate with customer success teams, account managers, and finance teams for revenue forecasting and use tools like Totango or Gainsight to track customer health scores and identify opportunities for expansion.

🛍️ E-Commerce

For e-commerce, sales operations revolve around optimizing the customer journey. This includes managing inventory data, tracking conversion rates on product pages, and implementing tools like Google Analytics and Shopify to improve the buying experience. 

You also collaborate with marketing, website UX teams, and inventory management to keep track of above key metrics.

⚙️ Manufacturing

In manufacturing, sales operations managers work closely with supply chain, production and finance teams to ensure product availability.  Key metrics comprise sales forecasts vs. production capacity, lead times, order fulfillment rates.

You could use Enterprise Resource Planning (ERP) systems like Systems, Applications, and Products in Data Processing (SAP) to align production schedules with sales forecasts and avoid stockouts or overproduction.

If you have decided what industry to pick, go on to read key metrics to keep an eye on. 

What are the KPIs a sales operations manager should track?

Sales operations managers must track key metrics to measure progress and find room for improvements in case of any roadblocks. Here are some key KPIs that sales operations managers monitor:

How much do sales operations managers earn?

Note: These values may vary depending on skill, experience, location, organization, and market demand.

What does a career progression look like for a sales operations manager?

Sales operations is a flexible career path that you navigate through to the top with experience, skills, and sometimes certifications. If you are already into the field or are planning on, you’re at the right place. 

Here’s a step-by-step breakdown of how a typical career in sales operations progresses:

📍 Entry-Level: Sales Operations Analyst / Sales Coordinator

Roles & responsibilities: Data entry, CRM management, sales reporting, and supporting sales teams with process improvements.

Skills needed: Excel, CRM (Superleap), data analysis, strong communication, and attention to detail.

Qualifications: A bachelor’s degree in Business, Marketing, Finance, or a related field is usually preferred. However, some companies accept relevant experience in sales support or administration.

Timeframe: 1-3 years on an average to promote to a Sales Operations Manager.

📍 Mid-Level: Sales Operations Manager

Roles & responsibilities: Oversee sales processes, implement automation tools, improve forecasting accuracy, and work closely with sales leadership to optimize performance.

Skills needed: Strategic thinking, project management, data analysis & revenue forecasting, sales pipeline analysis, and cross-functional collaboration.

Qualifications: Many in this role hold an MBA, but it’s not mandatory. Strong experience in sales analytics and process optimization is more critical.

Timeframe: 3-5 years on an average to promote to a Director of Sales Operations.

📍 Senior-Level: Director of Sales Operations

Roles & responsibilities: Lead sales operations strategy, drive revenue growth through data-driven decisions, align sales and marketing efforts, and oversee sales technology stack.

Skills needed: Leadership, advanced analytics, business intelligence, negotiation, financial acumen, stakeholder management.

Timeframe: 5-8 years on an average to promote to a VP of Sales Operations.

📍Executive-Level: VP of Sales Operations 

Roles & responsibilities: Own sales efficiency at a company-wide level, work closely with the CEO and CFO, lead revenue strategy, and manage large teams across sales, marketing, and customer success.

Skills needed: Executive leadership, Profit and Loss (P&L) management, budgeting, revenue growth strategy, high-level sales forecasting.

Timeframe: With 10+ years of experience, you can become a Chief Revenue Officer (CRO), or even a business owner.

Note: Promotion timelines can vary based on performance, company size, industry growth, internal structures, and the complexity of sales operations.

What are the challenges faced by sales operations managers?

🚀 Managing tech, data, and strategy in sales operations

Modern sales teams struggle with rapid tech changes, messy data, and balancing short-term wins with long-term strategy.

Solution: Make sure you’re attending webinars, reading, and upskilling in sales tech to ensure best results. Implement strict data hygiene practices, automate data validation, and enforce CRM usage policies.

Managers must ensure that short-term priorities don’t undermine long-term growth, for eg. don’t push reps to close bad-fit deals just to meet sales quotas. 

It is also best to start with small changes like automating repetitive tasks, using sales data to highlight improvements that will lead to higher efficiency and revenue in the future and most importantly, let each upgrade feel normal and part of their routine. 

🤹‍♀️ Handling multiple projects at the same time

Working on multiple projects at the same time creates confusion especially when you may have a hundred things on your plate, like implementing CRM systems, analyzing performance metrics, and refining the sales process. 

Solution: Time management, organization and prioritization, and creating task lists in order of priority will ensure efficiency and workflow is not disrupted. 

🚫 Sales reps resistant to new changes

If your team is resisting change when introduced to new tools, do your best to make the transition smooth for them. 

Solution: Communicate the benefits early on, involving the team in decision making, providing hands-on training & support, and gathering feedback to identify pain points and make improvements.

🌍 Managing sales operations in a remote world

The shift to remote and hybrid work models has created new challenges for sales operations managers. 

Solution: Leverage virtual communication tools like Slack and Zoom for seamless collaboration. Additionally, implement a cloud-based CRM solution, such as Superleap, to provide sales representatives with access to customer data regardless of location. 

Maintaining team cohesion and monitoring progress can be achieved by scheduling regular virtual meetings and utilizing analytics dashboards to track performance in real time. This approach promotes transparency and accountability, even within a remote work environment.

Whether you are already into sales operations or planning to start your career, keep note of the key takeaways from this blog for a flourishing trajectory. Get a detailed understanding of what a sales operation is for a headstart. Good luck!