Sales Operations Manager: What They Do, How Much They Make, & More

Written by: Justina Thompson
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While a sales operations manager may not be in the spotlight, I’ll tell you one thing: They’re definitely getting paid for their time.

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While sales reps are busy closing deals, sales ops managers are doing all the things that don’t always get seen but absolutely matter: fine-tuning processes, crunching numbers, and ensuring sales processes run smoothly. Without a sales operations manager, sales teams would be, quite literally, drowning in customer data and — I’ll keep it 100% — way too many spreadsheets.

In this post, I’ll explain exactly what a sales operations manager does, how much they make (because, let’s be honest, that’s what you’re here for), and why this sort of position is more than just a “nice-to-have.” Whether you’re eyeing this career path or eager to understand more about this unique role, I’ll cover everything you need to know.

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Once a sales organization begins expanding, sales operations become crucial for scaling a company without stress. Why? Well, typically, more customers always means:

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    • More KPIs to track
    • A more complex sales cycle to navigate
    • More data to wrangle
    • More sales funnels to optimize

    And once any sales team starts to outgrow its existing processes, it’ll need someone to turn all that chaos into clarity. And who might that person be? A sales operations manager. Duh.

    I recently spoke with seasoned HubSpot Sales Operations Manager, Sonia Groff, to get the full scoop on all things related to sales operations. When I asked Sonia what makes a sales operations manager stand out, she kept her answer plain and simple: “The best sales ops managers have excellent project management and interpersonal skills,” she told me.

    She added that sales ops leaders must be prepared for anything, including managing competing priorities and shifting business needs. “Sales ops managers are constantly working on several projects at a time that involves stakeholders across the business: finance teams, strategic teams, HR, etc.” Groff shared.

    “All of these teams have their own priorities. Sales operations managers are often tasked with balancing these different interests and negotiating among the different teams,” she continued.

    Ultimately, sales operations managers (and their teams) are responsible for doing a lot, but if you really want the abbreviated rundown on why they’re so important, here it is:

    • They’re in charge of developing and leading a smooth, effective sales process to enable the growth of the organization(s) they support
    • They manage everything reps need to support their selling ability
    • They streamline tools, processes, and workflows to maximize productivity across sales teams

    Without a doubt, sales operations managers are the glue that holds a high-functioning sales team together. They don’t just keep things afloat; they actively shape how sales teams operate, removing roadblocks, refining processes, and ensuring that every rep has the tools and insights needed to perform at their best.

    In short, sales ops managers are pretty dope. But I already know what you’re wondering: What exactly does their job look like on a day-to-day basis? Great question, my dear reader. I’ll break that down in the next section.

    Sales Operations Manager Skills

    If you’re seriously considering exploring the sales operations management field, you’ll have to satisfy some non-negotiable qualifications first, starting with what you can do. Here’s a complete list of need-to-have hard skills that any sales operations manager should have:

    a graphic listing sales operations manager skills

    Sonia even corroborated this, emphasizing the role’s need for strategic awareness and cross-functional collaboration skills. “Understanding how process changes, software implementation, and go-to-market initiatives impact all of the teams you work with is key to success as a sales operations manager,” she explained.

    Additionally, sales operations managers often report to a vice president (VP) or director of sales operations, so leadership and prior sales operations experience are essential for this role. A bachelor’s degree is also typically required; sometimes, a higher level of education (like a master’s degree) may be recommended for those applying to senior operations manager positions.

    With all of Sonia’s expertise in mind, you’re now likely thinking: What does a typical day in this role even look like? Well, now that you’re clear on what it takes to be a damn good sales operations manager, I’ll review what an average day-in-the-life looks like for the role in the following section.

    Key Responsibilities of a Sales Operations Manager

    If you’re a salesperson thinking about transitioning to the life of a sales operations manager, I’ll tell you this upfront: Most days will look different. If you’re not a massive fan of problem-solving on the fly and juggling multiple priorities, this role may not be for you. But, if you’re totally open to a fast-paced environment where no two days are the same, dare I say … it may be right up your alley.

    However, as someone who believes in complete transparency about everything, it’s only fair that I give you insight into what you’re in for. That said, here’s a well-curated list of tasks and responsibilities you can expect to handle as a sales operations manager:

    a graphic listing the key responsibilities of a sales operations manager

    1. Overseeing the sales funnel.

    First, Sales operations managers are responsible for ensuring contacts move through your company’s sales funnel without a hitch.

    This role requires tracking conversion rates through each stage of the funnel and analyzing pertinent data to make sound recommendations for improving its performance, so anticipate deep-diving into CRM systems, collaborating with other sales leaders to refine processes, and being the overall go-to person for making the sales funnel work smarter, not harder.

    Additionally, while managing the sales funnel, any sales operations manager should be able to spot any inefficiencies and market trends that could impact sales pipeline operations and, subsequently, propose and roll out solutions to combat threats to business growth.

    2. Streamlining and optimizing the sales process.

    Chances are your organization has created a sales process, but when was the last time that process was optimized or directly connected to company needs? If you (or folks on your team) can’t remember when, it’s time to bring in a sales operations manager. Stat.

    A qualified sales operations manager can pinpoint areas of your team’s sales process that could better serve broader business goals. Plus, in alignment with identifying these areas of opportunity, a sales operations manager can propose and execute strategies to keep your sales process in top shape.

    3. Selecting, implementing, and managing sales automation tools.

    Does your sales tech provide you and your team with the tools and capabilities to sell successfully? Is your organization getting the most out of the systems available to you?

    If you nodded your head in uncertainty (or in frustration … either reaction I totally understand), it’s probably time to raise your hand and call in a sales operations manager; here are a few reasons why:

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      • A sales operations manager ensures that sales team members have what they need to succeed. By evaluating the usage and capability of platforms currently available to a sales team, sales ops managers can catch gaps and eliminate redundancies, keeping reps focused on the work that matters.
      • A sales ops manager can orchestrate the smooth integration of sales automation systems that sales teams need. Whether it be presently or in the future, sales ops managers ensure seamless implementation, minimizing potential disruptions.
      • A sales operations manager identifies gaps in your current tech stack. By recommending upgrades or new tools to boost efficiency, sales operations managers ensure sales teams leverage the best technology available.

      4. Managing CRM data.

      While I’m on the topic of your sales team’s tech stack, I should probably mention the most important aspect of technology that salesfolks use: a CRM.

      For almost every sales team, a CRM system is the most widely used, most significant tool in their tech stack. However, sales teams can’t reap the full benefits of a streamlined CRM system if it isn’t adequately maintained, fine-tuned, and synchronized with their broader sales process. This is when having a sales operations manager around works some wonders.

      Having a sales operations manager on board who can manage a CRM correctly means having the following:

      • More well-organized contact lists, ensuring that your sales team’s CRM data is up to date
      • Regular data audits for consistency, accuracy, and reliability
      • Seamless set-up of any desired CRM automations
      • Proper management of custom fields

      5. Perform sales forecasting.

      While your reps may be zeroed in on meeting their individual goals, each member of your team has to understand the overarching goals they’re all working towards. It’s what makes the sales funnel go ‘round … or something like that.

      A stellar sales operations manager won’t just effectively convey insights around sales performance and trends in a clear and actionable way; they’ll also interpret that information into a data-driven sales forecast. Beyond that, they’ll also regularly share reporting and significant takeaways with relevant stakeholders to maintain alignment on key performance indicators (KPIs).

      Also, sales operations managers don’t just supervise; they also goal-set. Oftentimes, sales operations managers are the point person for providing a high-level overview of sales data and forecasting conclusions that inform things like:

      • Compensation decisions
      • Future sales targets
      • Quota setting
      • Resource allocation and budget planning

      When sales ops managers aren’t performing sales process optimization, performance analyses, CRM oversight, or other tasks that help sales teams run more smoothly, they collaborate with their sales leaders and other stakeholders to provide sound, data-informed advice on future organizational goals.

      7. Lead a team of sales operations professionals.

      Depending on the size and complexity of your sales organization, having all of the sales operations responsibilities fall on one person can be a heavy lift, to say the least. This is why having some extra support is always necessary.

      For enterprise-level organizations, having a team of sales operations analysts and specialists may be more appropriate. In this case, a sales ops manager would be tasked with:

      • Overseeing daily sales activities to ensure the tasks and responsibilities related to sales operations are handled
      • Delegating any key sales responsibilities among sales operations analysts and specialists to maximize operational excellence
      • Aligning sales ops strategies with company objectives and sales leadership goals

      Alright. I’ve covered all grounds around primary responsibilities of a sales operations manager, so I hope it’s clear that 1) this role is far more than just a supporting function and 2) it’s worth pursuing if it's what you genuinely want to do.

      But, in case you need a little more convincing, in the next section, I’ll share some resources to help you navigate the sales ops hiring process, regardless of whether you’re hosting the interview or attending it.

      Sales Operations Manager Salary

      Up until this point, I’ve said quite a bit about what sales ops managers (and roles alike) are expected to do; now it’s time to talk about what they’re expected to be paid.

      According to Payscale, the average base sales operations manager’s salary is $90,500, which isn’t too shabby for someone who’s in charge of setting up sales teams for success.

      screenshot of average base salary information for a sales ops manager from Payscale

      Source

      Before you jump the gun with excitement, keep in mind that this number — like most jobs these days — will vary based on two primary factors: 1) your experience level and 2) where you live. Additionally, this figure does not include bonuses or commissions. Based on your experience and what you bring to the table, base pay can range from $62,000 for new managers to $129,000 for more seasoned managers.

      Curious about what a job in sales ops offers to prospective talent? Here are a few various job descriptions that I pulled from real-life employers for your perusing pleasure:

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        Sales Operations Manager Job Description Examples

        1. Sales Operations Lead at Lyft

        screenshot of a job description for a sales operations lead at adobe

        Image Source

        This Sales Operations Lead job description was posted by Lyft. This role emphasizes the following responsibilities and tasks:

        • Mentoring Lyft’s Sales Operations team, providing sales reps with guidance, support, and professional development
        • Ensuring operational efficiency across Lyft’s sales ops teams and activities
        • Analyzing Lyft’s sales performance metrics
        • 5+ years in Sales Operations
        • Extensive experience with CRM systems (Salesforce and IronClad)
        • Overseeing the preparation and distribution of Lyft’s sales team’s quarterly variable compensation

        2. Senior Sales Operations Manager at Adobe

        This Sr. Sales Operations Manager (Sr. SOM) job description was posted by Adobe. This role emphasizes the following responsibilities and tasks: 

        screenshot of a job description for a senior sales operations manager at adobe

        Image Source

        This role emphasizes the following responsibilities and tasks:

        • Providing analytics, insights, and required inspections to drive Adobe’s business growth
        • Working closely with Adobe’s Senior Directors and VPs of Sales
        • Setting and monitoring Adobe’s global KPIs alongside and in conjunction with global sales operations
        • Understanding customer insights and financial models to understand and propose opportunities for growth
        • 5+ years of experience in Sales Operations (or a related field)

        3. Sales Operation Specialist at Peet’s Coffee Inc.

        Not quite ready for a manager position? Don’t even stress. Check out this contract/temporary role for a Sales Operations Specialist at Peet’s Coffee:

        screenshot of a job description for a sales operations specialist at peet’s coffee inc.

        Image Source

        This role emphasizes the following responsibilities and tasks:

        • Acting as an intermediary for Peet’s Coffee’s sales operational customer needs
        • Collaborating with Peet’s Coffee’s Fulfillment and Shipping teams to prioritize and resolve issues, ensuring operational efficiency
        • Organizing and updating customer-specific standard operating procedures (SOPs), compliance documentation, and routing guides
        • In-depth knowledge and understanding of consumer packaged goods (CPG) Sales Operations processes, including order management and retailer compliance standards
        • 2 to 3 years of experience in the Sales Operations field

        I’ll also note that responsibilities for sales operations managers may vary based on the company, industry, and size of the sales organization. However, regardless of the type of sales ops you work in/may be considering, having the following soft skills matters just as much:

        • Attention to detail
        • Strong communication
        • A problem-solving mindset
        • Adaptability

        When it comes to compensation, sales operations managers earn a decent paycheck for the critical role they play in keeping sales teams functional and organized. And if you check all the boxes, you’re well on your way to landing the job, but one more thing stands between you and securing it: The interview.

        In the next (and final) section, I’ll discuss what you need to know to stand out, make a strong impression, and secure a gig in sales ops.

        How to Prepare for a Sales Operations Manager Interview

        If you’re seeking a role as a sales operations manager (or you’re looking to hire one), you’ve got to prepare for the interview process. Want to know one of the best ways to prep for a job interview? Well, there are two methods I recommend:

        • If you’re being interviewed: Anticipate the questions the interviewer will ask and come ready with clear, thorough answers demonstrating your capabilities.
        • If you’re conducting the interview: Develop thoughtful questions that assess a candidate’s problem-solving skills, ability to work cross-functionally, and experience with sales processes and technology.

        If you’re on the candidate side of an interview, check out these three questions that may be similar to what you’ll hear while interviewing for a sales operations manager role:

        Question 1: Tell me about a time when you faced resistance when implementing or changing a sales process. What action did you take, and what was the result?

        This question is all about change management. Sales operations managers are often tasked with rolling out and improving processes; while this is for the better, getting team members on board with new and changing processes can be a common challenge.

        If you’re asked a question like this, I recommend using the opportunity to discuss how you would support (or have already in previous roles) a team navigating a significant change in their work style. Mention things like:

        • Clear communication strategies. How you let your team know about the impact of decisions made is super important. Be sure to highlight how you ensure transparency by explaining the “why” behind the change and keeping the team informed at every stage.
        • Training and support initiatives. Change is scary, especially for a huge team of people. Discuss every step you’ve taken to equip team members with the necessary skills and resources to adapt to new processes in your previous roles.
        • Gathering and implementing feedback. As a sales ops manager, making space for folks to share their opinions with you goes a long way. Talk through how you actively listen to team concerns, adjust the rollout as needed, and create a culture of continuous improvement.

        Question 2: As a sales operations manager, you’ve been tasked with identifying bottlenecks in your sales team’s processes. Walk me through how you would identify and mitigate a bottleneck.

        This question gives you a chance to let your problem-solving skills really shine. If you’re asked this question, take some time to really review your work history pre-interview, then come prepared to explain the following:

        • Concrete examples of how you uncovered and fixed a problem (bonus points if what you did resulted in better sales process efficiency)
        • Your one-of-a-kind approach to diagnosing bottlenecks (you’ll want to bolster any specific steps that are unique to your process)
        • How you ensure long-term process improvements through things like trainings or workflow adjustments

        Question 3: Tell me about a time you’ve been tasked with processing and analyzing a large amount of data. How did you approach your analysis, and what systems did you use?

        As you probably know by now, sales ops leaders manage large amounts of data, so you’ve got to be confident in your ability to read, interpret, and provide solid suggestions based on that data.

        This question is an opportunity to show off your data analysis skills and provide tangible examples of any projects you have been tasked with where numbers were front and center.

        Don’t forget to explain the actions you took and the results that you saw (to demonstrate your impact and competence to drive measurable improvements).

        Sales Operations Managers Matter

        By now, I hope it’s clear that sales operations managers aren’t just people that make sales reps’ jobs easier; they’re a lifeline that’s absolutely vital to a thriving sales squad, even if folks don’t directly see how they’re enabling success behind the scenes.

        Oh, and if you’re looking for ways to make an impact on a sales team, I’ll leave you with one last singular piece of advice: Prioritize sales ops and see how far it’ll take you. I think you’ll be pleasantly surprised by the places you’ll go.

        Editor’s note: This post was originally published in May 2019 and has been updated for comprehensiveness.

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