What Does a Sales Manager Do?
A sales manager leads a team of sales representatives to achieve revenue targets and grow market share. They are responsible for setting sales goals, developing strategies, and monitoring performance through data-driven metrics. Sales managers coach and mentor their teams, ensuring each member has the tools and knowledge needed to succeed in their territory or accounts. They also play a direct role in recruiting, hiring, and training new sales professionals.
In addition to team leadership, sales managers act as a link between front-line sales teams and senior leadership. They analyze pipeline reports, forecast revenue, and provide insights on customer needs and market trends. By combining leadership skills with strong business acumen, sales managers ensure their teams not only meet sales quotas but also build long-term customer relationships that drive sustainable growth.
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Sales Manager Core Responsibilities
- Develop and execute sales strategies to achieve business targets
- Supervise, mentor, and coach sales representatives and account executives
- Set quotas, monitor performance metrics, and adjust tactics as needed
- Recruit, onboard, and train new members of the sales team
- Analyze sales reports and prepare forecasts for senior leadership
- Build and maintain client relationships to support business growth
- Coordinate with marketing, product, and finance teams on revenue initiatives
- Ensure sales activities comply with company policies and industry standards
Required Skills and Qualifications
Hard skills
- Proficiency in CRM systems such as Salesforce or HubSpot
- Strong understanding of sales forecasting and pipeline management
- Knowledge of contract negotiation and deal structuring
- Ability to analyze data and translate findings into actionable insights
Soft skills
- Leadership and motivational skills to guide sales teams
- Strong interpersonal and communication abilities
- Strategic thinking and problem-solving skills
- Ability to adapt strategies in a competitive market
- Time management and organizational abilities
Education
- Bachelor’s degree in business, marketing, or related field required
- MBA or advanced degree preferred for senior roles
Certifications
- Certifications not required, but Certified Sales Executive (CSE) or sales leadership programs may be valued
Preferred Qualifications
- 5+ years of sales experience with at least 2 years in a leadership role
- Proven track record of meeting or exceeding revenue targets
- Experience hiring, training, and developing high-performing teams
- Familiarity with multiple sales channels (inside sales, field sales, or enterprise sales)
- Background in data-driven sales management
National Average Salary
Sales manager salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for a Sales Manager is:
$127,695
Sample Job Description Templates for Sales Managers
Assistant Sales Manager
Position Overview
We are looking for an assistant sales manager to support the sales leadership team in managing day-to-day operations. This role helps oversee sales representatives, ensures smooth execution of sales strategies, and provides administrative and coaching support. It’s an excellent opportunity for a sales professional ready to take on their first leadership responsibilities.
Responsibilities
- Assist the sales manager in supervising daily sales operations
- Support hiring, onboarding, and training of new sales team members
- Monitor performance metrics and report results to management
- Help organize sales meetings, presentations, and team communications
- Provide guidance to sales representatives on meeting quotas and following processes
- Collaborate with marketing to support promotional campaigns
Requirements
Hard skills
- Proficiency in CRM platforms such as Salesforce or HubSpot
- Strong data analysis and reporting skills
- Knowledge of sales forecasting and pipeline tracking
- Familiarity with Microsoft Office or Google Workspace
Soft skills
- Leadership potential with ability to motivate teams
- Strong communication and interpersonal skills
- Organizational skills and attention to detail
- Ability to work collaboratively across departments
Education
- Bachelor’s degree in business, marketing, or related field preferred
Certifications
- Not required; Certified Sales Executive (CSE) is a plus
Preferred Qualifications
- 2–3 years of sales experience, ideally in a supervisory or team lead role
- Familiarity with inside sales or retail sales environments
Mid-Level Sales Manager
Position Overview
We are seeking a mid-level sales manager to oversee sales operations, manage a team of representatives, and drive revenue growth. This role requires prior leadership experience and the ability to develop strategies that balance short-term results with long-term customer relationships.
Responsibilities
- Manage day-to-day performance of sales representatives
- Develop and implement sales plans to meet revenue goals
- Track sales performance metrics and report to senior management
- Conduct training sessions and provide regular coaching to team members
- Collaborate with marketing and product teams to align strategies
- Maintain strong client relationships and support account growth
Requirements
Hard skills
- Proficiency with CRM and pipeline management tools
- Strong understanding of sales forecasting and goal-setting
- Ability to negotiate contracts and close deals
- Knowledge of key sales metrics and performance indicators
Soft skills
- Effective communication and coaching abilities
- Strong problem-solving and decision-making skills
- Ability to manage multiple priorities effectively
- Team-oriented mindset with leadership presence
Education
- Bachelor’s degree in business, sales, or related field
Certifications
- Not required; sales leadership certifications preferred
Preferred Qualifications
- 3–5 years of sales experience, including supervisory responsibilities
- Track record of exceeding sales targets
Senior Sales Manager
Position Overview
We are hiring a senior sales manager to lead larger teams, oversee strategic accounts, and ensure the company consistently meets revenue goals. This role requires advanced leadership skills and the ability to balance tactical execution with long-term strategy.
Responsibilities
- Lead and mentor a team of sales managers and representatives
- Develop and implement sales strategies for multiple territories or channels
- Oversee key client relationships and manage executive-level negotiations
- Provide accurate forecasts and sales reports to executive leadership
- Support professional development of sales managers and staff
- Monitor competitive activity and adjust strategies accordingly
Requirements
Hard skills
- Advanced proficiency with CRM platforms and reporting tools
- Strong expertise in sales planning, forecasting, and strategy
- Experience in complex contract negotiation
- Knowledge of multi-channel sales operations
Soft skills
- Strong leadership and mentoring capabilities
- Excellent communication and relationship-building skills
- Strategic thinking and adaptability
- High-level problem-solving and organizational abilities
Education
- Bachelor’s degree required; MBA preferred
Certifications
- Certified Sales Executive (CSE) valued
Preferred Qualifications
- 7–10 years of sales leadership experience
- Proven record of success managing large or multi-regional teams
Regional Sales Manager
Position Overview
We are seeking a regional sales manager to oversee sales operations within a specific geographic territory. This role involves managing multiple sales teams, tailoring strategies to local markets, and ensuring consistent achievement of revenue goals.
Responsibilities
- Oversee sales teams across assigned region
- Develop and implement region-specific sales strategies
- Manage hiring, training, and performance for sales staff within the region
- Build relationships with regional clients and partners
- Analyze regional sales data and prepare reports for senior leadership
- Coordinate with marketing and operations to ensure alignment with regional initiatives
Requirements
Hard skills
- Proficiency with regional forecasting, territory management, and CRM systems
- Strong knowledge of local market conditions and customer needs
- Ability to manage budgets and allocate resources effectively
- Experience with multi-site sales operations
Soft skills
- Leadership and team development skills
- Strong communication and presentation abilities
- Strategic thinking tailored to regional markets
- Ability to manage competing priorities
Education
- Bachelor’s degree in business, marketing, or related field
Certifications
- Not required
Preferred Qualifications
- 5–7 years of sales experience with at least 2 years in a leadership role
- Proven success managing multi-location sales teams
National Sales Manager
Position Overview
We are hiring a national sales manager to oversee sales operations across all regions of the country. This role requires balancing high-level strategy with oversight of regional sales managers to drive nationwide revenue growth.
Responsibilities
- Lead and manage regional sales managers and teams across multiple territories
- Develop nationwide sales strategies aligned with corporate goals
- Establish performance metrics and monitor results across regions
- Partner with executive leadership on long-term revenue planning
- Represent the company at key industry events and conferences
- Build relationships with national clients and partners
Requirements
Hard skills
- Expertise in national sales strategy, forecasting, and performance metrics
- Strong CRM and sales analytics skills
- Experience negotiating high-value national contracts
- Ability to manage budgets and P&L at a national scale
Soft skills
- Executive-level leadership and communication skills
- Ability to motivate and inspire large teams
- Strong decision-making and problem-solving abilities
- Strategic vision with business acumen
Education
- Bachelor’s degree required; MBA strongly preferred
Certifications
- None required
Preferred Qualifications
- 10+ years of progressive sales leadership experience
- Proven success leading nationwide sales operations
Director of Sales
Position Overview
We are seeking a director of sales to lead the company’s overall sales organization, develop revenue strategies, and ensure alignment with business objectives. This executive role involves overseeing multiple sales managers and driving initiatives that deliver sustainable growth.
Responsibilities
- Define and implement overall sales strategy and revenue goals
- Lead and mentor regional and national sales managers
- Partner with executives on pricing strategies, product positioning, and growth initiatives
- Oversee recruitment, training, and development of sales leadership
- Manage sales budgets, forecasts, and performance metrics
- Represent the company with major clients and at industry events
Requirements
Hard skills
- Mastery of enterprise sales strategy and forecasting
- Strong financial acumen and P&L responsibility
- Proficiency with CRM, reporting, and sales enablement tools
- Advanced contract negotiation skills
Soft skills
- Executive-level leadership and communication abilities
- Ability to align sales efforts with company strategy
- Strong relationship-building with executives and clients
- Visionary leadership with ability to drive change
Education
- Bachelor’s degree required; MBA preferred
Certifications
- Not required; sales leadership certifications are a plus
Preferred Qualifications
- 12+ years of sales leadership experience with executive responsibilities
- Proven record of scaling and managing large sales organizations