What I've most often seen training done by the sales ops, and the added/revoking of licenses is done by the SFDC Admin.
The best SFDC training that I've seen for Sales was usually done via their peers (ie other sales reps), especially their most successful peers, or sales managers. When successful sales reps talk about their "typical day" and how they use salesforce, other sales people tent to pay attention more than if it's the sales ops person doing the talking. Same is true of sales management.
So in a sense, it seems to work best when it's not categorized as "Salesforce.com Training" (because that sounds incredibly boring) - and instead it's just embedded in the more general "here's how your job works, and how to be successful" training.
So to the extent that you can position SFDC training to be part of a more general "sales training" instead of "admin" - the more successful you'll be.