diff --git a/Makefile b/Makefile
index 70464e8cc..0bb682cd7 100644
--- a/Makefile
+++ b/Makefile
@@ -44,9 +44,13 @@ endif
 ECHO ?= @echo $(echo_prefix)
 
 
-# Default namespace of the operator
+# Default namespace of the Tempo operator
 OPERATOR_NAMESPACE ?= tempo-operator-system
 
+# OTEL operator vars
+OTEL_OPERATOR_NAMESPACE ?= otel-operator-system
+OTEL_BUNDLE_IMG ?= ghcr.io/open-telemetry/opentelemetry-operator/operator-bundle:v0.112.0
+
 # CHANNELS define the bundle channels used in the bundle.
 # Add a new line here if you would like to change its default config. (E.g CHANNELS = "candidate,fast,stable")
 # To re-generate a bundle for other specific channels without changing the standard setup, you can:
@@ -214,6 +218,11 @@ olm-deploy: operator-sdk ## Deploy operator via OLM
 olm-upgrade: operator-sdk ## Upgrade operator via OLM
 	$(OPERATOR_SDK) run bundle-upgrade -n $(OPERATOR_NAMESPACE) $(BUNDLE_IMG)
 
+##@ OpenTelemetry Operator deployment
+.PHONY otel-deploy
+otel-deploy: operator-sdk ## Deploy OpenTelemetry operator via OLM
+	$(OPERATOR_SDK) run bundle -n $(OTEL_OPERATOR_NAMESPACE) $(OTEL_BUNDLE_IMG)
+
 ##@ Build Dependencies
 
 ## Location to install dependencies to
@@ -381,7 +390,7 @@ deploy-minio:
 
 # generic end-to-tests
 .PHONY: prepare-e2e
-prepare-e2e: chainsaw start-kind cert-manager set-test-image-vars build docker-build load-image-operator deploy
+prepare-e2e: chainsaw start-kind cert-manager set-test-image-vars build docker-build load-image-operator deploy olm-install
 
 .PHONY: e2e
 e2e: