About the Role
We are looking for a proactive and highly organised Sales Operations & CRM Coordinator to support the performance of our used-car sales team.
This is not a passive administrative or reporting role.
The main purpose of this position is to ensure that every lead is handled quickly and correctly, sales representatives follow the required CRM process, inactive opportunities are re-engaged, and management receives useful analysis of where sales are being lost.
The successful candidate must demonstrate a high level of ownership and agency. We need someone who identifies problems, investigates the cause, takes action, follows through, and verifies the result without requiring constant supervision.
Core Responsibilities
1. Daily Lead Monitoring
Monitor new and active leads throughout the working day.
You will:
- Review all new leads received through Dealer Center and other sources.
- Confirm that each lead is assigned correctly.
- Track response time and identify leads that were not contacted promptly.
- Monitor automatically reassigned leads.
- Ensure every active lead has a clear next step and scheduled follow-up.
- Identify stalled, untouched, incorrectly classified, or forgotten leads.
- Escalate urgent opportunities when manager involvement is required.
This role requires ongoing monitoring, not a single CRM check once per day.
2. Sales Representative Coordination
Work directly with sales representatives to ensure consistent lead management.
You will:
- Conduct regular check-ins.
- Communicate specific CRM and follow-up issues.
- Assign corrective actions and deadlines.
- Confirm later that the actions were completed.
- Help representatives prioritise hot, warm, overdue, and missed-appointment leads.
- Escalate repeated non-compliance to the sales manager.
It is not enough to identify a problem. You are expected to help ensure that it is corrected.
3. Ongoing Coaching
Provide practical coaching based on actual CRM records and customer interactions.
Coaching may include:
- Responding to new leads.
- Creating and completing follow-ups.
- Writing useful CRM notes.
- Managing missed appointments.
- Moving customers toward a clear next step.
- Recording objections and lost reasons.
- Knowing when to involve management or finance.
Repeated issues should be documented and escalated.
4. Old Lead Re-Engagement
Actively work with old and inactive prospects.
You will:
- Review previous customer communication.
- Call, text, or email customers who may still be in the market.
- Identify current vehicle, financing, and trade-in needs.
- Offer relevant vehicles, links, photos, videos, or appointments.
- Return qualified customers to the active pipeline.
- Reassign interested customers to the appropriate salesperson or manager.
- Record all outcomes and next actions in the CRM.
The objective is not simply to make calls. The objective is to create qualified conversations, appointments, financing opportunities, and sales.
5. CRM Quality and Data Accuracy
Identify and help correct:
- Missing follow-ups.
- Overdue tasks.
- Incorrect lead statuses.
- Poor or incomplete notes.
- Missing lead sources.
- Missing lost reasons.
- Duplicate records.
- Outdated follow-up dates.
- Customers waiting for manager, finance, vehicle, or lender updates.
Accurate CRM data is essential for management decisions and reporting.
6. Reporting and Analysis
Prepare weekly sales and lead-management reports.
The report may include the standard data table, but the written takeaways must explain more than the numbers already visible in Dealer Center.
Reports should identify:
- Why some salespeople receive more or fewer leads.
- Why leads are reassigned.
- Why activity does or does not produce appointments and sales.
- Where customers are dropping out of the funnel.
- Which lead sources perform better.
- Which follow-up methods generate responses.
- Which CRM mistakes repeat.
- Where manager or finance involvement is delayed.
- Which opportunities may still be recovered.
Each major takeaway should follow:
Observation → Cause → Business impact → Action → Expected result
7. Sales Process Documentation
Observe and document how the dealership’s sales process works in practice, including:
- Lead intake and distribution.
- First contact.
- Follow-up sequences.
- Appointment setting.
- Showroom visits.
- Test drives.
- Manager involvement.
- Financing and credit applications.
- Negotiation.
- Delivery.
- Post-sale follow-up.
The documentation should be clear enough for a new employee to follow.
High Ownership and Agency
High agency is one of the most important requirements of this position.
In this role, it means:
- You do not wait to be assigned every task.
- You actively look for leads, follow-ups, CRM issues, and sales opportunities requiring attention.
- You investigate problems before reporting them.
- You contact the appropriate employee and move the issue forward.
- You follow up to confirm the result.
- You communicate blockers early and suggest a next step.
- You use available systems, data, and documentation before asking basic questions.
- You take responsibility for outcomes, not only activities.
The statement “I have no tasks” is not compatible with this role.
There will always be new leads, overdue follow-ups, missed appointments, inactive customers, CRM issues, coaching needs, and process improvements requiring attention.
What Success Looks Like
Success means:
- New leads are contacted within the required response standard.
- Fewer leads are left untouched or reassigned.
- Every active lead has a next step.
- Overdue follow-ups are reduced.
- Missed appointments receive recovery outreach.
- Sales representatives use the CRM correctly.
- Repeated issues are coached and escalated.
- Old leads return to the active pipeline.
- More qualified appointments are created.
- Weekly reports explain causes, risks, and actions—not only numbers.
Performance Indicators
Performance may be measured through:
- Lead response time.
- Untouched and reassigned leads.
- Active leads without follow-ups.
- Overdue tasks.
- Follow-up compliance by salesperson.
- Missed appointments recovered.
- Old leads reactivated.
- Appointments generated.
- CRM errors corrected.
- Repeated salesperson issues resolved or escalated.
- Quality of weekly reporting.
Required Skills
- Experience with CRM systems, lead management, sales operations, or sales coordination.
- Strong reporting and analytical skills.
- Ability to interpret sales funnel data.
- Confidence communicating with sales representatives and managers.
- Ability to provide clear coaching and feedback.
- Strong organisation and follow-through.
- Comfortable contacting customers by phone, SMS, and email.
- Ability to work independently without close supervision.
- Strong problem-solving skills.
- High level of ownership, urgency, and accountability.
Automotive or dealership experience is preferred but not required for a fast learner with strong ownership.