The Evolution Of Sales Operations

B2B sales operations has evolved from a largely tactical function — which focused on measurement, reporting, data management, processes, and systems management — to a more complex and integrated function that informs and enables sales strategy and technology capabilities, drives change across the sales organization, aligns with other components of the revenue engine (e.g., marketing, marketing operations, customer success), and supports growth objectives. In this report, we explore the history and responsibilities of sales operations as well as the trends influencing its evolution.