What is a Sales Manager?

A Sales Manager is a frontline leader responsible for overseeing a team of sales representatives, guiding daily sales activities, and ensuring targets are consistently met or exceeded. This key role bridges company strategy with frontline execution, translating high-level goals into actionable plans that generate revenue and drive business growth.

In this role, the Sales Manager plays a pivotal part in shaping a company’s sales performance and team culture. You’re not just managing deals. You’re coaching reps, refining processes, analyzing performance metrics, and aligning sales activities with broader organizational objectives. Whether motivating individuals to exceed quota or implementing systems that streamline pipeline management, your leadership directly impacts revenue, customer satisfaction, and team success.

Sales Manager Job Description

A Sales Manager leads and manages a team of sales representatives to achieve revenue goals and drive customer acquisition. They are responsible for setting performance targets, developing sales strategies, and coaching team members to optimize results. Sales Managers collaborate closely with marketing, customer success, and leadership teams to ensure that sales initiatives are aligned, efficient, and impactful.

Key Responsibilities

Sales Strategy and Planning

• Create and implement sales plans that align with the company’s goals. 
• Set clear sales targets for the team and help build a plan to reach them. 
• Identify new sales opportunities, markets, and ways to increase revenue.
  

Team Leadership and Coaching

• Lead and support a team of sales representatives. 
• Provide regular coaching, feedback, and motivation to help the team succeed. 
• Train new reps and help current team members improve their skills.
  

Pipeline and Performance Management

• Monitor sales pipelines to make sure deals are moving forward. 
• Track team performance using key metrics, such as calls made, meetings booked, and deals closed. 
• Use CRM tools to keep records up to date and identify trends or roadblocks.
  

Customer Relationship Management

• Ensure that customers have a great experience from their first contact through to closing and beyond. 
• Help reps build strong relationships with leads and customers. 
• Collaborate with other departments to resolve customer issues and maintain high satisfaction levels.
  

Cross-Functional Collaboration

• Partner with marketing to get quality leads and run successful campaigns. 
• Collaborate with customer success and operations to ensure new customers are set up for success. 
• Share feedback from the sales team with leadership to improve products, pricing, and processes.
  

Reporting and Forecasting

• Report on sales numbers, team progress, and market feedback to leadership. 
• Help create accurate sales forecasts to support company planning. 
• Use data to spot areas for improvement and guide decision-making.
  

Process Improvement and Efficiency

• Find ways to improve the sales process and increase team productivity. 
• Implement tools, templates, and best practices to help reps work smarter. 
• Keep up with trends and tools that can boost team performance.
  

Motivating a Results-Driven Culture

• Celebrate wins and recognize top performers. 
• Encourage accountability, goal setting, and a positive team environment. 
• Promote a culture focused on learning, growth, and achieving results.
  

Key Skills

Sales Strategy & Goal Setting

• Strong ability to create and explain clear sales plans that support company goals. 
• Skilled at setting smart goals and breaking them down into step-by-step action plans. 
• Able to balance short-term wins with long-term team growth and success.
  

Team Leadership & Coaching

• Proven ability to lead, support, and motivate sales teams to hit their targets. 
• Skilled at giving helpful feedback, coaching reps, and helping new hires ramp up. 
• Creates a positive team culture that values accountability, effort, and improvement.
  

Sales and Customer Knowledge

• Solid understanding of how to sell products or services to different types of customers. 
• Can spot sales opportunities and guide reps in closing deals. 
• Understands what customers need and how to deliver value at every stage of the sales process.
  

Performance Tracking & Data Use

• Comfortable using CRM tools and sales dashboards to track numbers and trends. 
• Able to turn sales data into action plans that improve team results. 
• Uses KPIs (like conversion rates, pipeline health, and close rates) to make smart decisions.
  

Cross-Functional Communication

• Works well with marketing, customer support, and other teams to support the sales process. 
• Good at sharing ideas clearly in writing and in meetings. 
• Helps keep everyone on the same page by sharing updates, results, and challenges.
  

Problem Solving & Adaptability

• Able to quickly adjust when plans or goals change. 
• Stays calm under pressure and helps the team find solutions when things don’t go as planned. 
• Encourages creative thinking to overcome challenges in the sales cycle.
  

Customer-Centric Mindset

• Focuses on building strong, lasting relationships with customers. 
• Makes sure the team understands and meets customer needs. 
• Uses customer feedback to improve sales conversations and service quality.
  

Motivation and Drive

• Brings energy and enthusiasm to the team every day. 
• Emphasizes the importance of continuous learning and personal development. 
• Leads by example, showing a strong work ethic and passion for success.

Who is it for?

The Sales Manager role is ideal for:

Experienced Sales Professionals: With a strong background in selling products or services and a history of meeting or beating targets.
Team Leaders: Who enjoy helping others grow, coaching team members, and leading by example.
Goal-Oriented Thinkers: People who are driven by hitting goals, growing revenue, and closing deals.
Adaptable Managers: Who thrive in fast-paced environments and can adjust quickly to changing priorities or challenges.
Collaborative Communicators: Those who can work well with marketing, customer service, and other departments to support the sales team.
Customer-Focused Professionals: Who understand how to build strong relationships and deliver great customer experiences.

This role is a great fit for individuals who have worked their way up in sales and are now ready to take on a leadership role, guiding teams, shaping strategy, and playing a significant part in a company’s success.

How to Succeed

Understand Your Market

Learn as much as you can about your industry, your company’s products, and the competition. Knowing what makes your offer stand out helps you guide your team and close more deals.

Create a Positive Sales Culture

Build a team environment where people feel motivated, supported, and encouraged to grow. Celebrate wins, learn from losses, and always push for improvement.

Build Strong Connections Across Teams

Work closely with marketing, customer support, and operations to make sure your team has the tools and support needed to succeed. Good communication across departments helps create a better customer experience.

Focus on the Customer

Keep your team focused on solving real problems for customers. Encourage reps to listen closely, ask good questions, and offer helpful solutions that meet customer needs.

Use Data to Guide Decisions

Track the right sales numbers and KPIs: win rates, call activity, and pipeline health. Use these insights to coach your team, fix problems early, and hit your goals more consistently.

Keep Growing as a Leader

Develop your leadership skills through feedback, training, and real-world experience. Strong managers know how to inspire, hold people accountable, and build trust.

Stay Current with Sales Trends

Stay up to date with new tools, techniques, and best practices in sales. Join webinars, follow industry blogs, and connect with other sales leaders to stay sharp and competitive.

Explore the Sales Manager Path Further

To grow your career and take the next step beyond Sales Manager:

Gain Broad Sales Experience

Work in different types of sales environments. These can include inside sales, field sales, B2B, or B2C, allowing you to build a wide skill set and understand different customer needs.

Pursue Continued Education

Consider taking courses in business, communication, or sales leadership. Programs in sales management or certifications like the Certified Sales Leader (CSL) can boost your skills and credibility.

Lead Special Projects

Volunteer to lead projects that go beyond your usual responsibilities, such as launching a new product or improving the sales process. These experiences show you’re ready for more responsibility.

Build Your Personal Brand

Share what you’ve learned through LinkedIn posts, webinars, or team training sessions. This helps you grow your reputation as a leader in the sales space.

Grow Your Network

Connect with other sales professionals, mentors, and industry leaders. Networking can open doors to new opportunities and help you stay up to date on best practices.

Develop Business Skills

Learn more about areas outside of sales, like finance, marketing, and customer success. This broader knowledge can prepare you for senior roles like Director of Sales or VP of Sales.

Think Like a Leader

Start thinking like an executive by focusing on big-picture goals, company strategy, and long-term team success.

Sales Manager: What You Need to Know

What does a Sales Manager do on a day-to-day basis?

Sales Managers oversee sales teams, set goals, monitor performance, and provide coaching. They help reps improve their skills, track progress using CRM systems, join sales calls when needed, and work with other departments like marketing or customer success to support team success. They’re also responsible for reporting results to leadership and ensuring the team hits revenue targets.

What’s the average salary of a Sales Manager?

In the United States, the average salary for a Sales Manager ranges from $75,000 to $125,000 per year, depending on experience, industry, company size, and location. Many Sales Managers also earn incentives and commissions based on their team’s performance, which can significantly boost total compensation.

How is a Sales Manager different from a Regional Sales Manager?

While both roles focus on driving sales, the key difference is scope. A Sales Manager typically leads a single team, often consisting of inside sales reps or field reps, focused on a specific product or customer segment. A Regional Sales Manager oversees multiple teams across a specific geographic region, often working more on strategy, territory management, and high-level coordination across offices or states.

What training or certifications can help a Sales Manager succeed?

Several courses and certifications can build essential leadership and selling skills, such as:

• Certified Sales Leader (CSL) by AA-ISP 
• Sales Management Specialization by Coursera/University of Illinois 
• HubSpot Inbound Sales Certification
• Sandler Sales Leadership Training
• Sales Coaching Tools & Real-Time Guidance Solutions
  

These programs focus on coaching techniques, sales strategy, team performance, and tools that drive revenue growth.

What are common interview questions for Sales Manager candidates?

If you’re interviewing for a Sales Manager role, or hiring one, here are a few common questions:

• “How do you motivate a team that’s falling behind on quota?” 
• “What metrics do you track most closely, and why?” 
• “Can you share a time you turned around an underperforming rep?” 
• “How do you balance coaching with hitting short-term targets?” 
• “What’s your process for forecasting and pipeline review?”

These questions help gauge leadership style, coaching ability, and understanding of key sales principles.

What challenges do Sales Managers face today?

Today’s Sales Managers are often juggling multiple priorities—remote team dynamics, increasing competition, evolving buyer behavior, and tool overload. To succeed, they need to be strong communicators, tech-savvy, data-driven, and ready to adjust strategy quickly as the market shifts.

How do Sales Managers use data to make better decisions?

Data is a core part of modern sales management. Managers rely on dashboards and CRM reports to track rep performance, measure conversion rates, identify where deals are stalling, and forecast revenue. They also use call recording tools and conversation intelligence to coach more effectively.

How can a Sales Manager grow their career?

Sales Managers often move up to roles like Regional Sales Manager, Director of Sales, or VP of Sales. To grow, they should focus on team results, learn about the broader business strategy, develop cross-functional relationships, and strengthen skills in analytics, leadership, and operations.

For more, watch our podcast on what to know about Sales Managers and Sales Coaching, with Steven Rosen, a well-known sales leadership coach and author of the book, The Sales Managers Success Guide: 52 Sales Management Tips.

Sales Managers and Sales Coaching, with Steven Rosen