SiriusDecisions: The Evolution of Sales Operations

SiriusDecisions Research Brief:

Over the past decade, b-to-b sales operations has evolved from a largely tactical function – which focused on measurement, reporting, data management, processes and systems management – to a more complex function that informs and enables sales strategy and technology capabilities, drives change across the sales organization, and supports growth objectives. In this brief, we explore the history and responsibilities of sales operations as well as the trends influencing its evolution.

Sales Operations Trends

While the exact responsibilities and capabilities of sales operations vary from company to company, SiriusDecisions has identified 9 key trends influencing the evolution of the function:

The rise of inside sales
The introduction of marketing operations
The expansion of sales enablement
New sales technologies
Analytics and big data
The sales operations center of excellence
Outsourcing and insourcing
Customer success management
Team design and talent management

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