A Guide To Getting Into Sales Operations

Sales operations roles are experiencing notable growth, with employment opportunities for sales operations analysts projected to increase by 11% from 2018 to 2028. This surge reflects the increasing recognition of sales operations as a pivotal function in driving sales efficiency and strategic alignment within organizations. 

If you're wondering how to get into sales operations, it's essential to understand the blend of analytical, technical, and interpersonal skills that define success in this field. 

Sales operations professionals play a critical role in streamlining processes, leveraging data for informed decision-making, and ensuring that sales teams are equipped to meet their targets effectively.

This guide will delve into the key skills, educational pathways, certifications, and practical steps necessary to embark on a successful career in sales operations.

What Are the General Sales Operations Functions?

Sales operations encompass a range of activities that support and optimize the sales process. Here are the core functions typically involved:

• Sales Data Management: Collecting, organizing, and maintaining accurate sales data to provide reliable insights.
• Sales Analytics and Reporting: Analyzing sales data to identify trends, track performance, and inform strategic decisions.
• Sales Process Optimization: Designing and refining workflows and tools to improve efficiency and remove bottlenecks.
• Sales Enablement: Providing sales teams with the resources, training, and content they need to engage prospects effectively.
• Forecasting and Planning: Predicting future sales and setting targets to align team efforts and business goals.
• Territory and Quota Management: Defining sales territories and setting quotas to balance workload and motivate performance.
• Technology and CRM Management: Implementing and maintaining sales technology systems to streamline operations.

Also Read: Sales Enablement vs Sales Operations: Key Differences

Sales Operations vs. Sales Management

One of the most common points of confusion for newcomers is how sales operations differ from sales management. 

While both roles support the success of a sales team, their focus, responsibilities, and skill requirements are quite distinct.

Also Read: Revenue Operations vs Sales Operations Difference

If you’re ready to apply your skills in sales operations or sales management, Activated Scale offers opportunities to connect with growing companies seeking talent like yours. 

What Are The Top Skills You Need to Get into Sales Operations?

Getting into sales operations means combining analytical thinking, technical fluency, and cross-functional collaboration. The role demands a diverse skill set—balancing data-driven decision-making with the ability to streamline processes and support sales teams effectively. 

Here's a breakdown of the core skill areas you’ll need to develop or demonstrate.

1.  Analytical and Data-Driven Skills

Sales operations run on data. The ability to collect, interpret, and act on information is fundamental to identifying performance gaps, forecasting revenue, and supporting sales strategies.

• Data Analysis: Know how to clean, segment, and interpret data. You’ll work with lead conversion rates, deal velocity, win/loss ratios, and other sales metrics.
• Tools to Learn: Excel, Google Sheets, SQL (for querying data), and CRM reporting modules (e.g., Salesforce Reports & Dashboards).
• Sales Forecasting: Use historical data and trends to project future outcomes. Accurate forecasts help sales leaders plan resources and targets.
• Key Performance Indicators (KPIs): Understand which KPIs matter—e.g., pipeline coverage, average deal size, quota attainment—and how to track them.

2.  Technical Proficiency

The tech stack in sales is expanding rapidly. A working knowledge of key tools reduces friction, automates tasks, and improves reporting accuracy.

• CRM Systems: Proficiency in platforms like Salesforce, HubSpot, or Zoho is essential. You’ll configure dashboards, manage user roles, and extract insights.
• Sales Tools and Automation: Familiarity with tools like Outreach, SalesLoft, or Groove enables workflow automation and rep productivity.
• ERP and Integration Systems: Understand how sales data flows into ERP platforms (like NetSuite or SAP) and links with finance and operations.

3.  Process Optimization and Problem-Solving

Sales operations often serve as process architects. You’ll be expected to identify inefficiencies and design scalable workflows.

• Process Mapping: Ability to visualize and redesign workflows that improve handoffs, deal velocity, or data accuracy.
• Workflow Tools: Experience with project and task management tools like Asana, Trello, Monday.com, or ClickUp helps track and streamline tasks.
• Problem-Solving: Not everything goes as planned—especially in dynamic sales environments. Being able to troubleshoot and implement solutions quickly is a major asset.

4.  Communication and Interpersonal Skills

Sales operations professionals act as a bridge between sales teams and other departments. Clear communication keeps everyone aligned.

• Collaboration: You'll frequently work with marketing, finance, and IT. The role involves listening well and translating needs between teams.
• Stakeholder Management: Know how to communicate with leadership, present data-backed recommendations, and manage expectations.
• Training & Enablement: Be ready to help onboard new reps or introduce new tools. The ability to teach and guide is key.

5. Strategic Thinking

Beyond daily operations, sales ops should contribute to broader strategy. This includes identifying market opportunities and aligning execution with company goals.

• Strategic Alignment: Understand how your work contributes to quarterly targets and long-term growth initiatives.
• Sales Strategy Support: Help design and refine strategies for lead routing, territory planning, or incentive structures.

6. Attention to Detail

Sales operations deal with sensitive data, processes, and configurations. A small oversight can cause big problems.

• Data Accuracy: Ensure integrity in reporting, dashboards, and CRM records. This helps leaders trust the data they use to make decisions.
• Documentation: Build and maintain process documentation for audits, onboarding, and cross-functional clarity.

Ready to put these skills into action? Activated Scale connects you with experienced sales professionals and leadership who can help accelerate your growth and sharpen your sales operations capabilities

Educational Background and Certifications

There’s no single academic path that guarantees entry into sales operations, but certain fields of study and professional certifications can give you a clear advantage. 

Employers look for candidates who understand both business fundamentals and the tools and methodologies that drive operational efficiency.

1. Formal Education

While not always required, having a degree in a related field can strengthen your profile, especially in competitive roles.

• Business Administration: Offers a broad understanding of organizational functions, sales structures, and strategy.
• Marketing or Sales: Helps with alignment between sales and marketing operations and understanding customer journeys.
• Economics or Finance: Useful for data analysis, forecasting, and budget management.
• Data Analytics or Information Systems: Strong foundation for working with sales data, CRM platforms, and reporting tools.

Note: Many professionals transition into sales operations from roles like sales analyst, business analyst, or even from frontline sales without a directly related degree. The key is to demonstrate skill readiness, not just academic background.

2. Certifications

Certifications can validate your expertise, especially in platforms or practices core to sales operations. Here are the most relevant ones:

CRM & Sales Technology

• Salesforce Administrator Certification: Industry-recognized proof of CRM proficiency. Highly valuable for roles where Salesforce is central.
• HubSpot Sales Software Certification: This certification is useful for organizations that rely on HubSpot as their CRM.

Data & Analytics

• Google Data Analytics Professional Certificate (via Coursera): Covers data cleaning, analysis, and visualization—relevant for roles focused on reporting and metrics.
• Excel for Business Specialization (Macquarie University on Coursera): Excel is still widely used for data modeling and reporting.

Online Courses & Platforms

If you’re building your skillset from scratch or pivoting into sales operations, online learning can accelerate your readiness:

• Coursera – Business Analytics, Salesforce, and project management tracks.
• LinkedIn Learning – Courses on CRM tools, sales analytics, and team alignment.
• edX – University-led courses on data analysis and business fundamentals.
• Trailhead (by Salesforce) – Free, gamified learning paths to build CRM fluency.

Challenges in Sales Operations and How to Overcome Them

Sales operations professionals are expected to bring order to complexity, but the role comes with its own set of recurring challenges. 

Knowing what to expect and how to handle it can make you more effective from day one. Here are some of the most common issues in sales operations and strategies to address them.

1. Managing Multiple Tools and Systems

The challenge:

Sales operations often sit at the center of a growing tech stack—CRMs, sales engagement tools, BI platforms, ERP systems, and more. Poor integration or inconsistent usage leads to data silos and workflow inefficiencies.

How to handle it:

• Audit the current stack regularly to identify overlaps or underused tools.
• Push for integration across platforms (e.g., syncing CRM with marketing automation).
• Work closely with IT or RevOps to streamline access and reduce friction.
• Document system workflows so reps know what to use—and when.

2. Inconsistent or Unreliable Data

The challenge:

Dirty or incomplete data skews forecasts, distorts performance metrics, and erodes trust in reporting.

How to handle it:

• Build validation rules and required fields in the CRM to prevent bad input.
• Automate data hygiene tasks where possible (e.g., deduplication tools, field validation).
• Run monthly data audits and share findings transparently with stakeholders.
• Establish data ownership—assign accountability for accuracy by team or region.

3. Misalignment Between Teams

The challenge:

Sales, marketing, finance, and operations all depend on sales data—but they don’t always share the same priorities. Misalignment leads to missed targets and slow execution.

How to handle it:

• Set up recurring cross-functional syncs to align on definitions (e.g., what counts as a qualified lead or opportunity stage).
• Create shared dashboards that reflect metrics everyone agrees on.
• Act as a translator—use data to bridge goals across departments.

4. Scaling Processes Without Creating Bottlenecks

The challenge:

What works for a 5-person sales team usually breaks when scaled to 50. Over-customized workflows, manual tracking, and ad-hoc processes can’t keep up.

How to handle it:

• Design processes with scalability in mind—opt for simplicity and automation.
• Standardize as much as possible (deal stages, quote approval flows, lead routing).
• Monitor bottlenecks regularly and revise workflows to adapt to growth.

5. Communicating Insights in a Way That Drives Action

The challenge:

Reporting alone isn’t enough. Sales leaders need clarity and relevance, not just numbers.

How to handle it:

• Tailor dashboards and reports to the audience—executives want trends, not raw data.
• Use visuals (charts, heatmaps) to make insights easier to digest.
• Connect data to business outcomes (“This drop in win rate is costing us X in lost revenue”).
• Follow up with clear next steps or recommendations.

6. Staying Current with Tools and Best Practices

The challenge:

Sales tech evolves fast. Falling behind can make your processes outdated and your team less efficient.

How to handle it:

• Block time each month to explore new features or emerging tools.
• Join communities like Modern Sales Pros, RevOps Co-op, or Pavilion.
• Encourage internal knowledge sharing—host monthly “tech roundups” or process reviews.

Conclusion

Breaking into sales operations requires more than just interest; it requires a strong mix of analytical skills, technical fluency, process thinking, and clear communication. 

No matter if you're moving from a different role or embarking on a new journey, the way forward is to cultivate the right skills, grasp the function's impact, and keep an open mind to embrace change.

If you're ready to take the next step and gain real-world experience, consider working with a company that understands what early-career and scaling sales professionals need. 

Activated Scale connects emerging talent with contract-to-hire and fractional roles that can fast-track your entry into sales operations and related functions. 

It’s a practical way to build your experience, prove your value, and grow your career in a real-world setting.