A Sales Operations Specialist is a revenue support professional responsible for maintaining sales systems, improving processes, managing data quality, and enabling sales teams to work more efficiently. In 2026, Sales Ops Specialists also oversee AI automation, workflow orchestration, predictive insights, and cross functional data alignment across the GTM organization.
Core Responsibilities of a Sales Operations Specialist
1. CRM Administration
- Manage fields, workflows, permissions, and integrations
- Maintain data accuracy and resolve inconsistencies
2. Sales Process Optimization
- Build and refine sales processes
- Document playbooks and maintain consistent stage definitions
3. Reporting and Analytics
- Create dashboards and KPI reports
- Track pipeline, productivity, and performance trends
4. AI and Automation Management (2026)
- Configure AI scoring models for leads, accounts, and deals
- Maintain automated workflows for routing, enrichment, follow ups, and forecasting
- Deploy AI copilots that support reps with summaries and next steps
5. Data Governance
- Implement data hygiene rules
- Manage enrichment tools and quality checks
- Ensure consistent data across sales and GTM systems
6. Tool Stack Administration
- Manage sales engagement, forecasting, enablement, and revenue intelligence platforms
- Train reps on tools and best practices
7. Cross Functional Support
Partner with Marketing, RevOps, Finance, and Customer Success to align systems, reporting, and KPIs.
Why This Role Matters
A Sales Operations Specialist helps sales teams spend more time selling and less time on manual work. They boost forecast accuracy, improve process consistency, maintain clean data, and support leadership with reliable insights.
Modern Sales Ops Specialist Capabilities (2026)
- AI assisted data cleansing and enrichment
- Automated routing using buyer intent and product usage signals
- Predictive lead and deal scoring
- Real time dashboards that update automatically
- Automated deal health insights and alerts
- Workflow tools that eliminate repetitive work for SDRs and AEs
Examples of a Sales Operations Specialist in Practice
- Sets up automated lead routing based on ICP fit and intent score
- Builds dashboards showing pipeline coverage and deal health
- Configures an AI model to score trial users based on activation milestones
- Automates reminders and follow ups for inactive deals
- Cleans CRM data by merging duplicates or updating outdated contacts
Sales Operations Specialist vs Related Roles
Sales Operations Specialist vs Sales Operations Manager
The specialist executes tasks and supports processes. The manager defines strategy and oversees the function.
Sales Operations Specialist vs RevOps Specialist
RevOps covers systems and processes across marketing, sales, and CS. Sales Ops focuses specifically on sales workflows.
Sales Operations Specialist vs Sales Enablement
Enablement focuses on training, content, and coaching. Sales Ops focuses on systems, data, and operational efficiency.
FAQ
What skills does a Sales Operations Specialist need?
CRM expertise, process design, analytics, automation experience, and strong communication.
Does this role use AI?
Yes. AI supports scoring, routing, automation, data hygiene, and insights.
Who does a Sales Operations Specialist report to?
Usually a Sales Operations or RevOps leader.
What tools does a Sales Ops Specialist work with?
CRMs, sales engagement platforms, enrichment tools, forecasting software, revenue intelligence systems, and workflow automation tools.
Does this role exist in small companies?
Yes. It is often combined with RevOps or Enablement roles in smaller teams.
