It’s All About Connection: Sales Ops Leaders Gather Virtually For The 2021 Sales Operations Institute

Sales Operations


JUNE 10 – 11, 2021

It’s All About Connection: Sales Ops Leaders Gather Virtually For The 2021 Sales Operations Institute

By Jennifer Holmes on June 22, 2021


Over the past decade, the sales ops function has evolved from a largely tactical focus on measurement, reporting, processes, and systems 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, and supports growth objectives. Presently, the constant and rapid changes pervasive in the sales environment brought-on by the pandemic have required sales operations leaders to re-assess and expand their capabilities to deliver on the promise of data-driven selling.

The goal of the Sales Operations Institute is to create an intimate and interactive community focused on moving the Sales Operations function forward. It is rare for leaders in this intricate role to get together – especially in the virtual world – and on June 10th & 11th attendees were able to connect and share best practices for driving future growth in operations. Creating an outlet for executives to lean on each other and lift each other up is what it is all about.

Incorporated into the two-day program were Keynote Presentations and Panel Discussions that highlighted sales operations’ increasing influence and showcased the move toward more formal and dynamic sales processes and performance. The Speaker Faculty was comprised of a mix of sales, enablement and operations executives from Fortune 1000-sized organizations including Amazon Web Services, Spotify, Mastercard, Staples and Qualcomm Technologies.

The Institute’s design mimicked that of a birds-eye-view conference space, which transported attendees from their homes into virtual ‘tables’ that allowed guests to click around the space and ‘pull-up a chair’ for impromptu and easygoing roundtable discussion.

To keep the conversations alive and stay connected post event, attendees of the program were also equipped with a complimentary membership to the Global Sales Operations Association. The association’s mission is to grow the function of Sales Operations and the careers of those who make it their profession, and the platform curates content, hosts an online community and has an extensive course library specifically for Sales Operations Professionals.  

With so many complex and critical responsibilities as a Sales Ops professional, forming the right connections and harnessing the best resources in the Sales Ops community is key to maximizing growth and development in this new hybrid world of work. We are delighted to create the synergy between the The Sales Ops Institute and the Sales Ops Association in order to deliver on the promise of lasting connection and information exchange! 

If you would like to join the conversation and be part of the Sales Operations Institute, please contact Jennifer Holmes at or get involved in the community at! We look forward to hosting our next in-person Institute on October 23rd-25th, 2022! 

Thank you to our Service Provider Partners, Speaker Faculty, Advisory Committee and Attendees who made this event possible and a true success.


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It’s All About Connection: Sales Ops Leaders Gather Virtually For The 2021 Sales Operations Institute
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