Senior Manager, Sales Operations Opportunity Summary

The Sr. Manager, Sales Operations, is a strategic, data-driven professional who serves as the operational backbone of W.W. Williams’ full commercial organization. This role owns the processes, analytics, reporting, and forecasting infrastructure that enable our national sales teams — spanning multiple regions, divisions, and business units — to operate with consistency, efficiency, and measurable results. A key priority for this role is driving the standardization of Salesforce CRM across all W.W. Williams business units, increasing platform utilization and maximizing the value of the company’s CRM investment.

Reporting to the VP of Business Excellence, this individual serves as the primary operational partner to sales leadership — translating commercial priorities into actionable plans with clear processes, tools, and measurable outcomes. This role is a critical enabler of W.W. Williams’ ambitious growth objectives over the next three years, providing the operational infrastructure, data discipline, and cross-functional alignment needed to scale the commercial organization effectively and sustainably.

This role also functions as a cross-functional hub connecting Sales, Marketing, Finance, IT, Compliance, and HR. While this is an individual contributor role, it carries significant organizational influence and has the potential to grow into a team leadership position as the function matures.

Job Duties

Lead the standardization of Salesforce CRM across all W.W. Williams business units, driving adoption, platform utilization, and consistent usage practices to maximize the value of the company’s CRM investment.
Serve as the business owner of the Salesforce CRM platform — defining requirements, setting priorities, and providing strategic direction to the Salesforce/CRM Supervisor who owns technical configuration and administration.
Lead enterprise-level CRM and sales technology projects from needs assessment and implementation through field adoption and ongoing enhancement.
Develop and deliver CRM training programs that drive consistent, high-quality platform usage across national, regional, and local sales teams.
Evaluate and manage the broader sales technology stack, partnering with IT, Marketing, and other cross-functional teams to ensure seamless system integration and adoption.
Develop and maintain sales performance metrics, dashboards, and reports that provide real-time visibility into pipeline health, conversion rates, and revenue attainment across the commercial organization.
Define and track KPIs aligned to commercial objectives, present findings and recommendations to sales leadership and executive stakeholders on a recurring basis.
Manage reporting workflows and ad hoc analysis requests from Sales, Marketing, Finance, Compliance, HR, and Internal Audit.
Drive the weekly and monthly forecasting cadence, partnering with sales managers and Finance to deliver accurate, data-backed revenue projections.
Maintain pipeline hygiene standards and work with the field to ensure consistent CRM usage and deal stage discipline across all business units.
Identify trends, risks, and upside opportunities within the pipeline; proactively surface insights to leadership.
Lead the design, implementation, and continuous improvement of sales operations processes and tools to enhance the efficiency and effectiveness of national, regional, and local sales teams.
Translate commercial strategies and priorities into operational plans with clear processes, tools, and measurable outcomes.
Build and maintain lead management pipeline infrastructure, ensuring seamless lead flow, routing, and handoff between marketing and sales.
Maintain playbooks, process documentation, and training materials that support onboarding and ongoing field enablement.
Ensure alignment of sales processes with compliance, audit, and risk management standards.
Partner with the HR team to design, administer, and continuously improve sales incentive compensation programs, including national SPIFF calendars developed in coordination with sales leadership.
Ensure incentive programs include appropriate risk and control frameworks, audit trails, and compliance documentation.
Partner with Internal Audit, Compliance, Finance, and HR on incentive program quality assurance and reporting.
Support territory planning, quota setting, and compensation modeling with data-driven analysis.

Work Experience and Qualifications

CRM Ownership & Salesforce Expertise

Advanced proficiency in Salesforce CRM with demonstrated experience driving platform adoption and standardization across complex, multi-location organizations. Salesforce Administrator certification preferred. Ability to serve as the strategic business owner of the platform while directing technical resources effectively.

Sales Operations Leadership

5–10 years of progressive experience in sales operations, revenue operations, or a closely related commercial role. Proven track record of designing, implementing, and improving sales processes and tools that drive measurable efficiency and performance gains across national or multi-location sales teams.

Data-Driven & Analytically Oriented

Strong analytical skills with experience in data analytics and reporting platforms for sales performance reporting and decision support. Demonstrated ability to build forecasting models, pipeline reporting frameworks, and KPI dashboards that serve as the commercial source of truth for sales leadership.

Forecasting & Pipeline Management

Experience managing structured forecasting cadences and pipeline hygiene programs across multi-location sales organizations. Ability to synthesize pipeline data into accurate revenue projections and proactively surface risks and opportunities to leadership.

Incentive Compensation & SPIFF Management

Experience designing and administering sales incentive compensation programs and SPIFF calendars, including vendor coordination, compliance documentation, and audit trail management.

Cross-Functional Collaboration

Proven ability to operate as a cross-functional hub, partnering effectively with Sales Leadership, IT, Marketing, Finance, HR, Compliance, and Executive stakeholders. Experience managing complex projects involving multiple business units or functions.

Communication Skills & Executive Presence

Excellent written and verbal communication skills with the ability to translate complex data and operational concepts into clear, actionable recommendations for non-technical and senior audiences.

Education

Bachelor’s degree in business, finance, or a related field preferred. Equivalent combination of education and experience considered. MBA a plus.

Employee Rewards and Benefits

8 Paid Holidays & 1 Paid Wellness Day
Paid Time Off
Bonus Opportunities Available
Employee Referral Bonus Program
Medical, Dental & Vision Insurance
401k with a Company Match
Company Paid Training
Growth & Leadership Opportunities

About the Company

W.W. Williams was founded in Columbus, Ohio, in 1912. Today The W.W. Williams Companies have a broad portfolio of businesses located throughout the U.S. and Mexico. The W.W. Williams Companies include CT Power and Guaranteed Truck Service. W.W. Williams offers a full range of industry-leading products, while providing technical/mechanical service and repair, remanufacturing and warehouse/supply chain management solutions to a varied customer base. Our products and services include diesel engines, transmissions, heavy duty truck repair, transport refrigeration, power generation and third-party supply chain logistics services. Our customers include on-highway truck fleets, off-highway equipment users, data centers, hospitals, Department of Defense OEMs, vehicle OEMs, U.S. Military and boat owners to name a few.

What began as a small family-owned business has evolved into one of the nation's most diversified solutions provider. We are relentlessly dedicated to helping our customers achieve maximum up time. From single trucking to cranes to fleet management to power generators to military and commercial packaging - consider it done.

We are Genuine. Honest. Passionate. That's not a slogan, it's a mantra. Everyone who wears the W.W. Williams name - from service technicians to advisors to business executives - is committed to getting the job done right, the first time around. Our people are our greatest assets; we support our team with access to world class training and development opportunities. It's this level of investment and care that matters to customers, giving you peace of mind that your fleet is in the right hands.

W.W. Williams is one of the nation’s largest sales and service networks of industrial power products. With multiple locations across the US and Mexico, we are dedicated to providing highly professional service and strong relationships with our customers.

Join us for a career where you'll grow both personally and professionally in a welcoming, diverse, and inclusive environment.

Competitive wages and benefits. AAP/EPE/M/F/Vets/Disabled, DFWP.

W.W.Williams

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Senior Manager, Sales Operations