Ever Expanding Skill-set Requirements for Sales Operations

The Sales Operations function has evolved and expanded over the past several decades.

It is no longer a strictly data analytics function supporting goal plans, territory sizing and bookings forecasts.  It is much broader now mirroring the added complexities required for a successful sales organization.
 
A 12/29/14 article by Andris A. Zoltners, PK Sinha, and Sally E. Lorimer  in Harvard Business Review titled ”Why Sales Ops is so hard to get right”, they lay out the kind of skill sets in today's Sales Operations.

• Evaluating sales force strategies and structure with deep understanding of sales mgt issues
• Creative, problem solving skills
• Analysis and Process design
• Project management and stakeholder management
• Credibility with Executive team.
• Data analytics and interpretation at high and detailed level
• Compensation plans and automated systems
• CRM

The ability to handle the breadth and depth of the above requires an experienced Sales Operations organization comprised of many individuals who have been through the rough and tumble of supporting a sales organization for many years.   However, some of these skill sets can be found in some other variations of Operations teams, outside of specifically Sales Operations.

For example, in a professional services delivery organization, there are deep operational requirements for tools and processes. In addition, the delivery teams have a close working relationship with the Sales function. A major source of demand information for a professional services organization is  CRM (Customer Relationship Management).  Thus, you can assemble some of the deep skill sets from individuals in Operations supporting teams ancillary to Sales.

A blend of skill sets from people with exclusive Sales experience and others from other parts of the business with strong process/analytic capabilities, can yield a very effective Sales Operations team to meet today’s broad and demanding scope.

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