Best Practice Report

Establishing A Sales Operations Charter

June 10th, 2019


The sales operations function focuses on increasing sales productivity by improving the efficiency of the sales organization’s work within the wider revenue engine. Sales operations are only successful when it is optimized across multiple corporate functions (e.g., marketing, product, finance, sales enablement). A charter can be used to facilitate support among all stakeholders, suppliers, and interlocking functions. In this report, we describe the components of the sales operations charter that are essential for identifying, and communicating the function’s mission, programs, and performance goals.The origin of charters, as currently defined, can be traced back to the Magna Carta (“great charter” in Latin), which was signed in 1215. King John of England guaranteed certain rights to his barons in this document, which then became the standard for establishing the rights, privileges, and responsibilities of specific groups. This began a process that would erode the authority of the monarchy and build the foundation of modern liberal democracy.

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