What Does a VP of Sales Do?
A Vice President of Sales leads the revenue-driving engine of an organization. This senior executive is responsible for shaping the company’s sales vision, building and mentoring high-performing sales teams, and aligning departmental strategies with broader business objectives. Acting as the bridge between C-level leadership and front-line sales operations, the VP of Sales ensures that all efforts support company growth, client acquisition, and market expansion.
Beyond managing teams and hitting targets, a VP of Sales plays a pivotal role in developing go-to-market strategies, optimizing customer journeys, and implementing scalable sales processes. They track performance metrics, forecast revenue, guide pricing models, and collaborate with marketing, product, and customer success departments to enhance conversion rates and customer retention.
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VP of Sales Core Responsibilities
- Develop and execute the organization’s long-term sales strategy aligned with corporate objectives
- Set revenue targets, forecast performance, and monitor pipeline health to ensure consistent achievement
- Recruit, train, mentor, and manage regional or national sales teams
- Design and optimize scalable sales processes and CRM usage for efficiency and visibility
- Collaborate with marketing and product leadership to support lead generation and product-market fit
- Analyze sales data to refine tactics and improve win rates across channels
- Identify and cultivate relationships with key enterprise clients and strategic partners
- Lead contract negotiations and pricing strategy decisions for key accounts
- Monitor competitor activity and market trends to inform strategy
- Report on sales performance to executive leadership and board members
- Develop and enforce sales policies, performance metrics, and incentive structures
Required Skills and Qualifications
Hard skills
- Sales forecasting and pipeline management using tools like Salesforce or HubSpot
- Go-to-market strategy development
- Contract negotiation and enterprise deal structuring
- CRM system optimization and sales operations management
- Data analysis and dashboard reporting (e.g., Power BI, Tableau)
- Revenue modeling and pricing strategy
- Team performance evaluation and coaching techniques
Soft skills
- Strategic thinking with a growth mindset
- Executive-level communication and stakeholder alignment
- Leadership and mentorship across geographically distributed teams
- Conflict resolution and change management
- High emotional intelligence and adaptability
- Strong decision-making under pressure
Educational requirements
- Bachelor’s degree in business administration, sales, marketing, or a related field
- MBA or advanced degree preferred, especially in competitive or high-growth industries
Certifications
None required, but credentials such as Certified Sales Leadership Professional (CSLP) or Strategic Sales Management from institutions like Kellogg or Wharton are valued
VP of Sales Preferred Qualifications
- Experience leading a national or global sales organization
- Proven track record of scaling sales from early-stage to maturity
- Familiarity with the organization’s industry or customer verticals
- Background in both direct sales and channel partnerships
- M&A experience and revenue synergies leadership
- Prior startup or high-growth experience
National Average Salary
VP of sales salaries vary by experience, industry, organization size, and geography. Click below to explore salaries by local market.
The average national salary for a Position is:
$123,456
Sample VP of Sales Job Descriptions
The first step when hiring a great sales vice president is a well-crafted job description. Below are real-world examples to help give you the best chance of success on your recruiting journey.
Example 1: VP of B2B Sales
Position Overview
The Vice President of B2B Sales is responsible for leading an organization’s strategy for business-to-business revenue generation. This executive oversees sales teams targeting corporate buyers, manages complex deal cycles, and aligns sales initiatives with key business priorities. They ensure that pipeline development, solution positioning, and client acquisition efforts meet organizational growth objectives.
Responsibilities
- Define and lead B2B sales strategy to acquire and retain high-value business clients
- Manage enterprise sales cycles, including discovery, proposal development, and executive-level negotiation
- Develop pipeline forecasts, sales quotas, and quarterly revenue plans
- Build and coach teams of account executives, business development reps, and solution consultants
- Collaborate with product and marketing teams to refine messaging and buyer personas
- Ensure CRM systems and reporting processes support visibility across all pipeline stages
- Oversee pricing strategies, RFP responses, and contract negotiations with procurement teams
- Identify new verticals or regions for business growth
- Present progress and revenue insights to C-suite and board stakeholders
Requirements
Hard skills
- Experience managing long-cycle enterprise sales
- Salesforce or CRM proficiency with pipeline forecasting
- Contract structuring and B2B pricing models
- Lead generation strategies for B2B markets
- KPI design and territory performance tracking
Soft skills
- Consultative selling mindset
- C-suite communication and presentation ability
- Team development and cross-functional collaboration
- Strategic thinking and financial acumen
Educational requirements
- Bachelor’s degree in business, marketing, or a related field
- MBA preferred for enterprise-level organizations
Certifications
None required
Preferred Qualifications
- Experience in a SaaS or technology-driven B2B environment
- Background in scaling a national B2B sales team
- Industry-specific sales experience (e.g., manufacturing, logistics, or finance)
Example 2: VP of B2C Sales
Position Overview
The Vice President of B2C Sales leads an organization’s direct-to-consumer revenue efforts, developing strategies to acquire, convert, and retain customers at scale. This role oversees both digital and in-person consumer sales channels and works closely with marketing and product teams to optimize the customer experience and increase lifetime value.
Responsibilities
- Lead strategy for consumer sales across physical, digital, and omnichannel platforms
- Manage sales campaigns, promotions, and upsell/cross-sell initiatives
- Oversee retail sales operations, call centers, or e-commerce platforms depending on the business model
- Implement tools and analytics to track conversion rates, customer lifetime value, and churn
- Partner with marketing to ensure brand alignment and lead generation effectiveness
- Manage and mentor sales leaders, store managers, or online support teams
- Monitor customer feedback and adjust selling techniques accordingly
- Define KPIs for regional or channel-specific sales performance
- Ensure alignment between CX (customer experience) and sales goals
Requirements
Hard skills
- Experience in direct-to-consumer sales management
- Proficiency in CRM, POS, or e-commerce platforms
- Data analysis for sales funnel performance and customer behavior
- Digital sales metrics: conversion rate, CAC, CLTV
Soft skills
- Customer-first mindset
- Agility in fast-paced, high-volume environments
- Team leadership across physical and digital sales teams
- Collaboration with brand, product, and marketing units
Educational requirements
- Bachelor’s degree in marketing, retail management, or business
- Advanced degree is preferred for large-scale B2C environments
Certifications
None required
Preferred Qualifications
- Experience with omnichannel or e-commerce retail environments
- Familiarity with loyalty programs or CRM-driven personalization
- Background in subscription-based B2C models
Example 3: VP of International Sales
Position Overview
The Vice President of International Sales drives global expansion and revenue growth in international markets. This executive role requires a deep understanding of regional sales dynamics, cultural nuances, and regulatory requirements. The VP builds and manages overseas teams, develops region-specific strategies, and fosters strong relationships with global partners and distributors.
Responsibilities
- Design and implement international go-to-market strategies across multiple regions
- Build and lead culturally diverse sales teams across key geographies
- Navigate regulatory, legal, and compliance issues in foreign markets
- Adapt pricing, product positioning, and messaging for local market conditions
- Establish partnerships with resellers, distributors, or local agents
- Forecast revenue and track performance across all international channels
- Analyze geopolitical and economic trends to mitigate risk
- Collaborate with logistics and operations to support international fulfillment
- Report market expansion metrics and growth outcomes to executive stakeholders
Requirements
Hard skills
- International sales operations and regional market entry experience
- Multinational CRM reporting and forecasting
- Understanding of trade compliance and international finance
- Strategic partnership development and localization tactics
Soft skills
- Cultural intelligence and global adaptability
- Fluent communication across time zones and languages
- Negotiation in cross-border environments
- Resilience and flexibility under complex regulatory pressures
Educational requirements
- Bachelor’s degree in international business, economics, or related field
- Advanced degree or international MBA preferred
Certifications
- None required
Preferred Qualifications
- Fluency in additional languages
- Experience launching new markets in EMEA, LATAM, or APAC
- Background in managing regional P&L and global revenue quotas