A Sales Operations Manager is the leader responsible for managing the processes, systems, data, and analytics that enable a sales organization to operate efficiently and generate predictable revenue. They oversee CRM operations, forecasting, reporting, workflows, and sales technology—often using AI and automation to improve productivity and performance.
Core Responsibilities
1. Process & Workflow Management
- Define and optimize sales processes
- Standardize pipeline stages and qualification criteria
- Build automated workflows that reduce administrative work for reps
2. CRM & Data Governance
- Configure and maintain CRM systems
- Create dashboards and reporting structures
- Enforce data-quality standards and integrations
- Monitor pipeline accuracy and data completeness
3. Forecasting & Performance Management
- Manage forecasting models, including AI-driven predictions
- Track pipeline health and identify risk
- Own KPI reporting for teams, segments, and leadership
4. Sales Technology Stack Management
- Evaluate, implement, and optimize sales tools
- Oversee onboarding, usage, and adoption
- Manage integrations across CRM, engagement platforms, and revenue intelligence tools
5. Cross-Functional Collaboration
- Partner with Sales, RevOps, Marketing, and Customer Success
- Support territory and quota planning
- Ensure efficient lead routing and SLA alignment
Skills & Competencies
- CRM administration (Salesforce, HubSpot, Dynamics)
- Data analysis and dashboard building
- Understanding of AI automation and revenue intelligence platforms
- Process design and documentation
- Project management and cross-functional communication
KPIs for a Sales Operations Manager
- Forecast accuracy
- CRM data completeness
- Sales cycle reduction
- Rep productivity and time spent selling
- Tool adoption and utilization rates
- Pipeline coverage and stage conversion rates
- Lead routing and SLA compliance
Sales Ops Manager vs. Related Roles
Sales Ops Manager vs. RevOps Manager
Sales Ops focuses on the sales function; RevOps manages alignment across marketing, sales, and customer success.
Sales Ops Manager vs. Sales Enablement Manager
Enablement handles training and coaching; Sales Ops handles systems, data, and processes.
Sales Ops Manager vs. Sales Manager
Sales Managers coach reps and own revenue targets; Sales Ops Managers create the operational environment that supports those targets.
Examples of Sales Ops Management in Practice
- Building automated lead-routing rules using ICP and intent signals
- Implementing conversation intelligence to support rep coaching
- Creating dashboards to visualize pipeline progression and risk
- Streamlining CRM workflows to reduce administrative effort
- Running territory and quota modeling exercises
FAQ
What does a Sales Operations Manager do each day?
They manage CRM configurations, troubleshoot data issues, review dashboards, optimize workflows, and collaborate with leadership on forecasting and process improvements.
Who does a Sales Operations Manager report to?
Typically the VP of Sales or the CRO; in RevOps-led organizations, they may report to the Head of RevOps.
Do Sales Ops Managers need technical skills?
Yes—CRM expertise, data analysis, automation tools, and integration oversight are increasingly required.
Is a Sales Operations Manager the same as a RevOps Manager?
No. RevOps spans the full customer lifecycle; Sales Ops focuses specifically on sales operations.
