---
name: sales-operations
description: Run sales operations including CRM hygiene, process optimization, compensation design, tool stack management, and sales analytics infrastructure. Use when optimizing CRM data quality, designing compensation plans, managing sales tools and integrations, building sales processes, running sales enablement programs, or analyzing sales metrics and KPIs. Triggers on phrases like "CRM hygiene", "comp plan", "sales ops", "sales process", "commission structure", "pipeline hygiene", "sales metrics", "quota attainment analysis", "sales tool stack".
---

# Sales Operations

Build and optimize the infrastructure, processes, and analytics that power high-performing sales organizations.

## Workflow

### 1. CRM Data Management & Hygiene

1. **Data quality standards**:
   - Define required fields per object (Account, Contact, Opportunity, Activity)
   - Enforce validation rules: valid email format, complete address, correct industry picklist
   - Deduplicate records using matching rules (company name + domain, email address)
   - Set data ownership rules: records auto-assign to data steward after 90 days of inactivity

2. **Ongoing hygiene enforcement**:
   - Weekly automated data quality reports (incomplete records, stale opportunities, missing stages)
   - Monthly pipeline review with SDR/AE managers to validate all active deals
   - Quarterly CRM audit: full data quality scan, orphaned record cleanup
   - Implement "garbage in" prevention: required fields, picklist enforcement, duplicate checks on save

3. **Pipeline hygiene protocol**:
   - Stale deal detection: opportunities not updated in 30 days flagged for review
   - Deal cancellation policy: deals stuck in stage >60 days require manager sign-off
   - Stage validation: each stage requires specific criteria (e.g., "Proposal Sent" requires attached proposal)
   - Weighted pipeline accuracy: compare weighted pipeline vs actual close rate monthly

### 2. Sales Process Design & Optimization

1. **Sales methodology alignment**:
   - Select and standardize sales methodology (MEDDIC, SPIN, Challenger, Solution Selling)
   - Map methodology stages to CRM pipeline stages
   - Define stage entry/exit criteria for each pipeline stage
   - Create stage-specific qualification checklists

2. **Sales playbooks**:
   - Develop playbooks by: buyer persona, product line, deal type (new logo vs expansion)
   - Each playbook includes: target profile, discovery questions, objection handling, competitive positioning, closing techniques
   - Version control playbook updates; distribute within 48 hours of update
   - Track playbook adoption and correlate with win rates

3. **Process compliance monitoring**:
   - Track activity completion rates (calls logged, meetings scheduled, follow-ups completed)
   - Measure CRM adoption score per rep (activity logging % of known activities)
   - Identify process gaps through win/loss analysis
   - Quarterly process review: survey reps on process friction points

### 3. Compensation & Incentive Plan Design

1. **Commission structure design**:
   - Define base + variable compensation ratio by role (SDR: 60/40, AE: 50/50, AM: 60/40)
   - Set quota attainment thresholds: 0% commission below 60%, ramp to 100% at 100%, accelerators above 120%
   - Product mix incentives: bonus multiplier for strategic products or new markets
   - SPIFFs for short-term pushes (quarterly campaigns, new product launches)

2. **Quota planning**:
   - Annual quota allocation based on territory potential, historical attainment, market growth
   - New rep quota ramp schedule: Month 1-3: 50%, Month 4-6: 75%, Month 7-9: 90%, Month 10+: 100%
   - Territory-specific adjustments for new markets (+20% capacity) or mature markets (-10%)
   - Validate total quota capacity against company revenue targets

3. **Commission administration**:
   - Monthly commission calculation and review
   - Rep self-service commission calculator (real-time earnings projection)
   - Handle complex scenarios: quota changes mid-quarter, territory transfers, promotions, deal reallocations
   - Dispute resolution process: 5-business-day turnaround, VP Sales Ops escalation

### 4. Sales Tool Stack Management

1. **Tool selection & evaluation**:
   - Annual review of sales tech stack (CRM, email sequencing, conversation intelligence, CPQ, forecasting)
   - Evaluate tools against criteria: ROI, user adoption, integration quality, total cost of ownership
   - Pilot new tools with 5-10% of sales team before org-wide rollout
   - Document tool responsibilities and data ownership per system

2. **Integration architecture**:
   - Ensure bi-directional sync between CRM and all connected tools
   - Map data flow: lead source → MQL → SQL → Opportunity → Close → Revenue
   - Monitor integration health (data sync failures, API rate limits, field mapping errors)
   - Monthly integration audit report

3. **Adoption & change management**:
   - Track tool adoption metrics (DAU/WAU, feature utilization)
   - Identify low-adopters; conduct 1:1 coaching sessions
   - Create in-app guidance and short video tutorials per tool
   - Quarterly satisfaction survey for each primary sales tool

### 5. Sales Analytics & Reporting

1. **Core KPI dashboard**:
   - Revenue: booked, recognized, ARR/MRR, net revenue retention
   - Pipeline: total, weighted, by stage, by rep, coverage ratio
   - Activity: calls, meetings, demos, proposals per rep
   - Efficiency: CAC, payback period, LTV:CAC ratio, sales cycle length
   - Forecasting: committed, best case, pipeline, commit accuracy

2. **Reporting cadence**:
   - Daily: rep activity scorecard, pipeline additions
   - Weekly: pipeline review deck, forecast update, territory scorecards
   - Monthly: revenue report, commission statement, win/loss summary
   - Quarterly: territory review, quota planning, compensation review, tool stack assessment

3. **Predictive analytics**:
   - Deal close probability modeling based on historical patterns
   - Revenue forecasting with confidence intervals
   - Lead scoring model refinement using conversion data
   - Churn risk indicators from engagement patterns

## Templates & Frameworks

### Sales KPI Scorecard

```
SALES OPS SCORECARD — Q2 2025, Week 12
========================================

REVENUE METRICS:
  QTD Revenue:       $4.2M / $5.0M  (84%)
  ARR:               $28.5M (+$3.2M QoQ)
  Net Rev Retention:  112%
  Gross Retention:    94%

PIPELINE METRICS:
  Total Pipeline:    $24M (4.6x coverage ✓)
  Weighted Pipeline: $9.6M
  Pipeline Velocity: $1.2M added/week
  Stale Deals (>30d): 23 (8% — below 10% threshold ✓)

ACTIVITY METRICS:
  Avg Calls/Rep/Day:      28 (target: 25 ✓)
  Avg Meetings/Rep/Week:  6.2 (target: 5 ✓)
  Demo-to-Proposal Rate:  34% (target: 30% ✓)
  Proposal-to-Close Rate: 42% (target: 40% ✓)

EFFICIENCY METRICS:
  Sales Cycle (median):   52 days (target: <60 ✓)
  CAC Payback:            14 months (target: <18 ✓)
  LTV:CAC Ratio:          4.2:1 (target: 3:1 ✓)
  Win Rate:               22% (target: 20% ✓)
```

### CRM Data Quality Standards

```
REQUIRED FIELDS BY OBJECT:

Account:
  [Required] Name, Website, Industry, Annual Revenue, Employee Count
  [Required] Primary Contact, Billing Address
  [Optional] Phone, Description, Custom Fields

Opportunity:
  [Required] Name, Account, Amount, Close Date, Stage, Owner
  [Required] Primary Contact, Next Step, Next Step Date
  [Stage-Dependent] Decision Maker Identified, Competitors, Budget Confirmed
  [Stage-Dependent] Proposal Sent, Legal Review, Executive Sponsor

Activity:
  [Required] Related To (Account/Opportunity), Type, Date
  [Required] Subject/Description (min 20 characters)
```

## Integration Points

- CRM (Salesforce, HubSpot): Primary system of record for all sales data
- Revenue operations platforms (Clari, Gainsight): Forecasting, revenue intelligence
- Compensation platforms (Xactly, Spiff): Commission calculation and management
- CPQ tools (DealHub, PandaDoc): Quote generation, pricing, contracting
- Conversation intelligence (Gong, Chorus): Call recording, coaching insights
- BI tools (Tableau, Looker, Power BI): Analytics dashboards and reporting
- Marketing automation (Marketo, HubSpot): Lead flow, campaign attribution
- Finance systems (NetSuite, QuickBooks): Revenue recognition, billing

## Edge Cases

- **Sales org restructuring**: Update all territories, quotas, and reporting lines simultaneously; freeze new deals for 48-hour transition window
- **Commission disputes**: Escalation path: Sales Ops Analyst → Sales Ops Manager → VP Sales Ops → CFO; resolve within 5 business days
- **CRM migration**: 6-month planning horizon; parallel run for 1 quarter; data migration testing with sample datasets
- **International quota setting**: Adjust for local market sizes, currency fluctuations, cultural sales cycles, and regulatory constraints
- **M&A deal flow**: Identify overlapping pipeline; prevent double-counting revenue; establish single source of truth within 30 days post-announcement

## Output

### Sales Operations Monthly Report

```
SALES OPS MONTHLY — April 2025
================================

REVENUE SUMMARY:
  Monthly Bookings:    $1.8M (113% of plan ✓)
  QTD Bookings:        $4.2M (84% of plan)
  Forecast Accuracy:   91% (target: >85% ✓)

PIPELINE HEALTH:
  Coverage Ratio:      4.6x (target: 3-4x ✓)
  Pipeline Quality:    87% (complete required fields)
  Win Rate Trend:      22% (+3pp MoM ✓)

CRM DATA QUALITY:
  Duplicates this month: 34 (down from 52 MoM ✓)
  Incomplete records:    112 (down from 187 MoM ✓)
  Stale opportunities:   23 (below 10% threshold ✓)

TOOL ADOPTION:
  CRM active users:     94% (target: >90% ✓)
  Gong recording rate:  89% (target: >85% ✓)
  Sequencer adoption:   78% (needs improvement ⚠)

ACTION ITEMS:
  [ ] Improve sequencer adoption — schedule training for 22 low-adopters
  [ ] Refresh competitive playbook — 3 new competitors identified
  [ ] Q3 quota planning begins May 15
```

## Trigger Phrases

"sales ops", "CRM hygiene", "pipeline hygiene", "comp plan", "commission structure", "sales process", "quota planning", "sales metrics", "KPI dashboard", "tool stack", "sales analytics", "CRM audit", "data quality", "revenue operations", "forecasting accuracy", "sales efficiency", "CAC analysis", "sales cycle optimization"