For almost 50 years, Sales Operations departments have been improving sales team efficiency and impact across the globe. What was once considered an auxiliary team is now a critical piece of the sales puzzle.

From October 6th-8th, 2019, VPs of Sales Operations & Sales Enablement gathered to discuss the composition, hierarchy, and primary role of Sales Ops. Leaders compared and contrasted how they differ across industries and even across similar businesses of diverse sizes, simultaneously finding ways to tackle the similarities of the standard core functions within Sales Ops.

Thought Leadership and Case Study sessions, Think Tanks and Roundtable Discussions provided a platform for Sales Operations Leaders from fortune 1000-sized organizations to share their experiences and perspectives on key areas.

Strategy & Operations: Where Sales Ops once functioned as a small team of ‘number crunchers’ who executed financial analysis, reporting and forecasting, the volume of business information has now exploded, evolving Sales Ops into a powerful data analysis and reporting unit. The evolution requires leaders to think even more critically about the impact on the sales team and and overall business objectives. Charlie Blake, Global Sales Operations Manager for Intel Corporation, moderated a panel discussion surrounding strategies and solutions to meet the concerns of today’s Sales Ops leaders, reflecting on the role and the competing priorities it demands. Joining him was Tony Antoniades, VP of Sales Operations for Cox Automotive, Mike Berris, Senior Director of Sales Operations for Quicken Loans and James McGurn, Global VP of Sales Operations and Integration for Worldpay.

Defining the Function in 2019: Organizations are all at different places along the Sales Operations  journey, and Kevin Raybon, Chairman of Global Sales Operations Association, provided tactics regarding how to align the vision of Sales Operations with the rest of the C-suite. He described a detailed Reference Framework for Sales Operations, with five distinct practice areas and multiple sub-processes within each. Attendees had the opportunity to engage with Kevin among other thought leaders to determine the tools needed to organize their team, set priorities and drive discussions with executives about the evolution, alignment and priorities of the Sales Operations function.

The Future of Sales Operations:  Through a panel discussion moderated by William Walrath, Head of Sales Operations for Farmers Insurance,

panelists and attendees had the chance to look beyond 2019 towards what challenges and innovations lie ahead for the Sales Ops role and the sales team. The faster Sales Operations Leaders can adapt, the more they can leverage changes and use them as competitive advantage. Sharing insights were leaders Mark Winter, Former VP of Sales Enablement at PeopleReady, Stephanie Chang, VP of Go-to-Market Strategy for Splunk Technology, and Marie Reynolds, SVP and Director of Consumer Banking and Sales Operations for TCF Bank.

The 2019 Sales Operations Institute provided an intimate environment for experienced and accomplished executives to interact and glean pragmatic tips into structuring an agile Sales Operations unit. Thank you to the Advisory Committee, Service Providers, Speaker Faculty and the 2019 Delegation for a successful meeting. Attendees left feeling revitalized, armed with the tools needed to face the ever-evolving workplace!

Next year’s Sales Operations Institute will take place October 4th-6th, 2020 at Green Valley Ranch in Las Vegas. If you would like to share some insights and experiences as a member of the Speaker Faculty, suggest topic areas for the agenda or join the waiting list for attendance, please contact Jennifer Holmes at jholmes@ipmionline.com.