What is Sales Operation? Job Description and Competency Framework for the Sales Operation position

Although it plays a strategic role in a company’s operations, very few people know about the What is Sales Operation? department. What are the roles of Sales Operation, and what are the career prospects for this position? Join 1Office to explore the profile of a Sales Operation professional in the following article.

1. What is Sales Operation?

Sales Operation (S&OP) is a functional department responsible for strategic planning, implementation, and management of business activities within a company. This department is more commonly known as the business planning department.

The Sales Operation department can be considered the “nerve center” of the business, the coordinating hub for all operational activities, and it outlines the short-term and long-term strategies to ensure the company operates effectively and continuously grows.

2. What are the roles and responsibilities of Sales Operation?

2.1. Building Sales Strategy

The core task of the Sales Operation department is to build the operational strategy for the business. Sales Operation teams often use their analytical and forecast data to establish sales plans and set growth targets on a monthly, quarterly, and yearly basis. This department is also responsible for optimizing the sales process to improve conversion rates, shorten the sales cycle, and maximize the probability of closing deals.

2.2. Managing Sales Data

The Sales Operation department is responsible for measuring and evaluating sales data to determine the effectiveness of the business process and advertising campaigns.

Additionally, this department will conduct competitor and external market research to build a sales strategy aimed at achieving revenue and profit goals.

2.3. Sales Forecasting

By analyzing past business data and market trends, Sales Operation can predict sales figures for the upcoming period, which serves as a basis for setting goals and proposing suitable operational directions for the business. This is one of the most important roles of the Sales Operation department because forecasting can help the sales team identify potential issues and factors that could affect the sales process due to environmental impacts, allowing for timely response plans.

For example: Suppose Sales Operation uses a model to forecast the length of the sales cycle. If they have determined that the company’s average sales cycle is 4 months long and a sales representative has been working with a customer for 1 month, Sales Operation would predict that the salesperson has a 25% chance of winning the contract.

2.4. Lead Management

Sales Operation is responsible for compiling, distributing, and managing potential customers (leads) for sales specialists. This department will collaborate closely with the Marketing department to ensure the quantity and quality of leads provided to the sales team, while also tracking and measuring lead conversion rates to improve sales performance.

2.5. Performance Management

Alongside the Sales Manager, Sales Operation is responsible for the performance of the sales team. This department is tasked with tracking and monitoring processes such as quoting, contract signing, invoicing, etc., to ensure the company’s sales policies are strictly followed.

At the same time, Sales Operation will develop reward and competition policies to boost the productivity of the sales team, thereby driving sales revenue.

2.6. Technology Implementation and Application

Sales Operation oversees the implementation and use of technical tools and platforms that support business activities. For example, to implement customer management software for data storage in the business process and customer care, the sales operation team will plan requirements, identify necessary features, and select suitable software to integrate into the operational workflow.

2.8. Sales Team Development

To build a successful sales team, Sales Operation takes on the responsibility of training and enhancing the capabilities of the sales team by designing training programs, conducting periodic competency assessments, and building development roadmaps for each position.

>> See more: Building a new sales staff training process for 2X effectiveness

3. Job Description for a Sales Operation Position

Job Description

• Analyze data and gain deep customer insights to enhance the productivity and effectiveness of the sales force.
• Support the sales team with key planning and operational tasks to achieve the company’s overall objectives.
• Devise operational strategies to meet established goals, and create sales incentive policies to drive revenue.
• Monitor and analyze sales metrics and trends as a basis for strategic business decisions, while also coordinating and ensuring the accuracy of sales forecasts.
• Ensure the application of and adherence to the sales process, while identifying opportunities for improving sales processes and systems to enhance business performance.
• Work and coordinate with relevant departments to ensure a smooth sales process.

Job requirements

• Degree/diploma in Commerce, Marketing, Business Administration, or a related field.
• Previous experience in a similar role.
• Knowledge of CRM sales management tools and software is an advantage.
• Ability to analyze data and keen awareness of market trends.
• Leadership, team collaboration, and strong communication skills.
• Works well in a collaborative environment that requires working with multiple stakeholders.

4. What is the competency framework for Sales Operations?

We have learned about the job description for the Sales Operations position. So, to take on a role of strategic importance to the organization, what skills are required for a Sales Operations professional?

Data analysis skills

A Sales Operations professional must be able to analyze data to evaluate their company’s performance in different regions or industries, and to identify which marketing strategies are most effective for different types of customers. This skill can help you make more informed decisions about resource allocation and improve overall productivity.

Forecasting ability

Forecasting is the ability to predict future trends and events. As a Sales Operations professional, you may need to forecast the inventory levels your company will need in the coming months or years. You can also use forecasting skills when planning production schedules, managing the supply chain, and other aspects of your job.

Leadership skills

Leadership is the ability to motivate and guide a team towards common goals. A Sales Operations professional needs to lead teams of sales representatives or other managers who oversee different departments within your company. Strong leadership skills can help you maintain order in your organization while motivating employees to work hard and improve performance.

Communication skills

Communication is an essential skill that any Sales Operations manager must have, as it allows you to convey information and instructions to the sales team clearly and effectively. A Sales Operations professional also needs to use communication skills when working with customers and collaborating with other departments. Good communication skills not only help a Sales Operations professional build trust with team members but also contribute to boosting the overall performance of their team.

Sales process management skills

Sales process management is the process of receiving, tracking, and fulfilling customer orders. It is important for a Sales Operations professional to have good order management skills as they often oversee teams that handle incoming customer orders. This requires them to be able to track incoming orders, ensure their team fulfills these orders in a timely manner, and contact customers if there are any issues with the order.

Skills in applying CRM to manage business operations

Applying CRM is the process of using customer relationship management software to organize and operate business activities. This skill includes creating and updating customer records, assigning records to sales representatives, and tracking their interactions with customers.

Problem-solving

Problem-solving is the ability to identify the root cause of a problem and find a solution. As a Sales Operations professional, you may need to resolve issues that arise during the production process or with suppliers. You can also use problem-solving skills when dealing with customers who have complaints about products or services.

In the article above, 1Office has introduced you to what Sales Operations is, its roles, responsibilities, and the necessary skills. To optimize the efficiency of business processes in an enterprise, the application of technology is an indispensable factor. For a consultation and a trial of the market-leading sales management software 1Office, please contact us using the information below:

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