The stepping stone to hiring an operations director with Sarah Noked, OBM
Virtual Success Show
Want the transcript? Download it here.
Episode breakdown
During this episode, we take a closer look at the role of an online business manager and whether this a seat you want to be filling in your own business.
- Understanding the role of an Online Business Manager (OBM)
- The key differences between what a VA does and what an OBM does
- When you should consider bringing in an OBM to help you grow your online business
- Knowing when to replace an OBM with an Operations Manager
Do you have a proven business model? If you’re making at least between $5 to $10K US in revenue a month, then you’re likely ready to start to bring on an OBM.
In this episode
00:00 - Introduction
In this episode of the Virtual Success Show, Barbara and Matt wrap up a three-part series on team roles—VA, project manager, and operations manager. They’re joined by Sarah Noked, a certified online business manager and trainer, to dive deeper into the operations/project manager role and how it impacts business success.
02:12 – What is an Online Business Manager?
Sarah Noked explains that an Online Business Manager (OBM) handles the how of business operations—overseeing project, people, operations, and resource management. OBMs work closely with business owners to implement strategy, build systems, and ensure smooth daily operations. Their focus on systems ensures continuity, so if team members leave, others can step in without disrupting workflows.
04:58 – The difference between VAs and OBMs
Sarah explains that the key difference between a VA and an OBM lies in execution vs. management. VAs are task implementers, while OBMs oversee operations, strategy execution, and team management. An OBM typically joins when a business owner is ready to delegate day-to-day management and already has someone (like a VA) handling execution. OBMs ensure systems run smoothly before handing them off.
06:56 – When should you consider bringing in an OBM?
Sarah says an OBM is right for a business when it has a proven, repeatable revenue model—typically earning $5K–$10K+ USD/month—and a team to manage. OBMs help business owners step away from daily operations by taking over project and team management, allowing them to focus on growth and creative work, rather than being bogged down in management tasks.
09:25 – OBM versus having someone physically working next to me
Sarah explains that choosing between an OBM and an in-office hire depends on the business model and lifestyle goals. OBMs are ideal for online businesses, especially those run remotely or from home, and are usually hired as contractors. If a business has a physical office and prefers on-site staff, then hiring an in-person employee may be more appropriate than bringing on an OBM.
11:26 – Online presence vs. offline presence
Sarah explains that OBMs are ideal for businesses in the $5K–$2M revenue range, especially during sensitive growth stages when hiring full-time leadership isn’t feasible. OBMs act as a stepping stone between having a VA and needing a full-time operations manager or COO. Once a business exceeds $2M+ in revenue, it’s likely time to consider hiring a full-time operations leader.
13:28 – Knowing when to replace and OBM with an Operations Manager
Sarah emphasizes that the ultimate success of an OBM is being able to off-board themselves by setting up strong systems and processes, and then transitioning their role to a full-time employee as the business grows. OBMs help bridge the gap during growth, and when the business is ready for in-house operations staff, their job is complete—often requiring multiple hires to replace them.
15:05 – Choosing the right team member for the right stage of business
The episode highlights the crucial role of Online Business Managers (OBMs) as a bridge between a virtual assistant (VA) and a full-time operations manager. OBMs help growing businesses manage systems, people, and processes when the owner is overwhelmed but not yet ready to hire senior staff. They support scaling by offloading day-to-day operations, ensuring team efficiency, and setting the stage for future in-house leadership.
19:19 – Having team members play to their genius
Matt stresses the importance of putting the right people in roles that match their skills and passions to avoid frustration. Barbara highlights that promoting a VA to a management role requires significant mentoring and training. Sarah agrees, noting OBMs can work alongside VAs until the business grows enough for the VA to eventually take on a bigger role.
20:50 – Sarah’s Top 3 Tips
Sarah’s top three tips for overwhelmed business owners are:
- Be ready to let go of control and step out of day-to-day tasks.
- Have other team members, especially a VA, to handle implementation.
- Ensure your revenue is consistent—usually $5K to $50K monthly—to afford an OBM. Below that, owners often must manage themselves with a VA until ready to scale.
24:00 – Wrapping things up
Barbara, Matt, and Sarah highlight how the OBM role is an important, lesser-known stepping stone as online business teams grow more complex. Sarah invites listeners to visit sarahnoked.com for consultations and obmcertification.com for training. They encourage ratings and reviews to help spread the show and invite topic suggestions via their Facebook group, The Virtual Success Show.
