According to Forbes , an effective sales manager is 50% more likely to achieve business goals.
Harvard Business Review, meanwhile, found that high-performing sales managers increase their team's results by 20% or more.
A CSO Insights report found that successful sales managers have a 10% higher deal closing rate than others.
In this article, I give you a detailed overview of the essential functions of this position so that you can discover how their strategic leadership, management skills and focus on achieving results have a direct impact on the commercial success of an organization.
What is a sales manager?
A sales manager is a professional responsible for leading and coordinating the sales team to maximize an organization's revenue. Their duties include:
Working collaboratively with senior management to set sales targets, define country email list strategies and develop action plans to achieve them. This involves analyzing the market and identifying growth opportunities.
Monitor team performance and provide guidance to help them achieve their individual and collective goals. Additionally, set sales quotas and conduct performance appraisals.
Develop client relationships and participate in key meetings to negotiate business agreements.
Analyze sales results , using metrics such as conversion rate, revenue generated, and profitability.
Track performance indicators and use this information to make decisions that improve results.
Work closely with other company departments such as marketing, finance and customer service to ensure alignment of strategies and exchange of relevant information.
Differences between a sales manager and a commercial manager
While the terms “sales manager” and “commercial manager” are often used interchangeably, there are some subtle differences between the two roles. Here are the most common ones:
Responsibilities approach
Sales Manager : Focuses on implementing specific strategies and tactics to drive sales.
Commercial Manager : Responsible for the overall management of an organization's commercial activities. This includes not only sales, but also:
Strategic planning.
Business development.
Key account management.
Collaboration with other departments.
Monitoring the overall performance of the sales team.
Scope of responsibilities
Sales Manager : Your objectives are:
Promote and manage sales.
Monitor strategies.
Prospecting.
Customer tracking.
Closing of agreements.
Income generation.
Commercial Manager : Has a broader scope, this includes:
Strategic planning.
Goal setting.
Budget management.
Identification of new business opportunities.
Establishment of alliances.
Key account management.
Collaboration with other departments.
Monitoring overall sales and business performance.
Strategic perspective
Sales Manager : Executes specific strategies and tactics to drive sales and achieve set goals. Their focus is more on implementation and execution.
Commercial Manager : Focuses on planning and developing long-term business strategies. This involves evaluating market performance, analyzing trends, and designing plans for business growth and expansion.
It is important to note that the differences between a sales manager and a business manager vary depending on the organization and the specific context. In some cases, these roles may overlap or have different names depending on the structure and needs of a company.
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What are the goals of a sales manager?
The most common are:
Maximize sales by increasing market share, attracting new customers and increasing sales to existing customers .
Optimize profitability by achieving objectives focused on increasing profit margins, improving efficiency in sales processes and optimal management of available resources.
Develop and lead the sales team , this involves recruiting and training its members, establishing individual and collective goals, providing support and motivation, and ensuring everyone is aligned with the company's strategy.
Improve customer satisfaction by providing excellent service from the sales team, timely response and fostering strong, long-lasting customer relationships.
Analyze sales metrics performance to make strategic decisions.