Role-Based Programme
RB1151

AI for Sales Operations & CRM Management

Advanced Pipeline Intelligence, Forecasting & Revenue Operations

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Duration
32 Hours
Level
Advanced
Delivery
Instructor-Led
Format
Capability Development

Programme Objectives

  • Develop advanced capability to apply AI across sales operations, CRM management, pipeline governance, forecasting, reporting, and performance analysis.
  • Use AI-assisted analytics to identify pipeline risks, conversion gaps, data-quality issues, sales trends, and revenue opportunities.
  • Apply AI to improve CRM discipline, lead and opportunity management, forecasting accuracy, sales reporting, and management reviews.
  • Design AI-enabled workflows for sales-data management, alerts, follow-up, reporting, and operational coordination.
  • Build a responsible AI-enabled Sales Operations framework that improves visibility, productivity, decision support, and revenue performance.

Tools covered

Generative AI AssistantsCRM IntelligenceSales AnalyticsPipeline AnalysisForecasting SupportLead & Opportunity ScoringData Quality AnalysisDashboard InterpretationSales Performance AnalysisWorkflow AutomationAI AgentsDocument IntelligenceDecision-Support Tools

Who should attend

  • Sales Operations Professionals
  • Sales Operations Managers
  • CRM Managers
  • CRM Administrators
  • Revenue Operations Professionals
  • Sales Analysts
  • Sales Performance Analysts
  • Pipeline Management Professionals
  • Sales Planning Professionals
  • Sales Excellence Professionals
  • Sales Enablement Operations Professionals
  • Business Development Operations Professionals
  • Commercial Operations Professionals
  • CRM & Sales Process Professionals
  • Sales Leaders Responsible for Pipeline & Forecast Management

Prerequisites & Participant Readiness

  • Experience in sales operations, CRM management, sales analytics, business development operations, or revenue operations
  • Familiarity with CRM records, sales pipelines, forecasting, dashboards, and performance reporting
  • Basic awareness of Generative AI and business analytics
  • Comfort working with structured sales and customer data
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, analytics, automation, and AI agents
  • Exploring AI applications across CRM, pipeline, forecasting, reporting, and sales operations
  • Distinguishing AI-assisted analytics from conventional CRM automation
  • Understanding hallucinations, data-quality limitations, and human accountability
Practical activities
  • Mapping AI opportunities across the Sales Operations lifecycle
  • Identifying activities suitable for augmentation or automation
  • Creating an AI opportunity map for Sales Operations teams

Scenarios

Unreliable Sales Pipeline to Forecast Improvement

CRM Data → Data Quality Check → Pipeline Analysis → Stage Ageing → Conversion Trends → Deal Risk → Forecast Scenarios → Management Review

Participants use AI to diagnose an unreliable sales pipeline, identify data and process issues, assess deal risk, improve forecast visibility, and prepare a management action plan.

Sales Operations Transformation & CRM Optimisation

Sales Process → CRM Data → Lead Routing → Pipeline → Reporting → Automation Opportunities → Governance → AI-Enabled Future-State Workflow

Participants use AI to redesign a Sales Operations and CRM process, automate suitable activities, strengthen data quality and governance, and create a scalable operating model for improved sales productivity and revenue visibility.

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