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What a sales manager does
A sales manager is responsible for a team that sells the organisation’s products or services. The role covers setting goals, coaching team members, managing the pipeline and reporting on progress to leadership.
It combines people leadership with commercial judgement: developing the team’s skills, removing obstacles, supporting key opportunities and keeping forecasts realistic. The specific market and sales approach vary by industry and product.
Core responsibilities
- Setting goals and plans for the sales team.
- Coaching, supporting and developing team members.
- Managing the pipeline and reviewing forecasts.
- Supporting key accounts and complex opportunities.
- Reporting on progress and activity to leadership.
- Working with marketing and other teams on demand.
- Recruiting and onboarding new team members alongside HR.
Skills and qualities
- Leadership and the ability to motivate a team.
- Commercial awareness and sound judgement.
- Strong communication and negotiation skills.
- Organisation and the ability to manage a pipeline.
- Comfort with reporting tools and forecasting.
- Resilience and a steady, supportive manner.
- Coaching skills to grow individual performance.
Typical employers and settings
- Technology, manufacturing and services companies.
- Wholesale, distribution and retail organisations.
- Professional services and consultancies.
- Start-ups and scale-ups building a sales function.
- Enterprises with regional or sector sales teams.
How the role is recruited
- Roles are advertised directly or filled through recruiters.
- Screening reviews a CV, leadership experience and track record, plus right to work.
- Interviews explore team leadership, commercial judgement and approach.
- Some processes include a presentation or scenario discussion.
- Onboarding covers products, the market, the team and reporting.
Documents involved
- A job description setting out team size and remit.
- A CV showing leadership and commercial experience.
- An employment contract including any commission terms.
- An offer letter confirming role, level and start date.
- Right-to-work and identity checks as required.
- An onboarding checklist for systems and accounts.
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