Sales Manager Job Description Template - 2025 Guide

A Sales Manager serves as the strategic leader responsible for driving revenue growth through effective team leadership, strategic planning, and client relationship management. This role combines tactical execution with long-term strategic thinking to achieve sales targets while developing high-performing sales teams.

Key Highlights

• Lead and develop sales teams to exceed revenue targets
• Develop and implement strategic sales plans and territory management
• Build relationships with key clients and strategic accounts
• Analyze market trends and competitive landscape for growth opportunities
• Manage sales pipeline and forecast accuracy to ensure predictable revenue
• Collaborate cross-functionally with marketing, product, and customer success teams

Why This Role Matters

Sales Managers are the cornerstone of organizational growth, directly impacting revenue generation and market expansion. They bridge the gap between individual contributor performance and executive strategy, ensuring that sales teams have the leadership, resources, and direction needed to succeed. In today's competitive marketplace, effective Sales Managers not only drive numbers but also build sustainable sales processes, mentor talent, and create customer-centric cultures that foster long-term business relationships.

The role has evolved significantly with the integration of sales technology, data analytics, and consultative selling approaches. Modern Sales Managers must be equally comfortable analyzing CRM data and coaching sales conversations, making this position both strategically important and operationally critical for business success.

Primary Job Description Template

About the Role

We are seeking an experienced Sales Manager to lead our sales team and drive revenue growth through strategic planning, team development, and customer relationship management. You will be responsible for building and executing sales strategies that align with company objectives while fostering a high-performance culture within your team.

As our Sales Manager, you will oversee the entire sales process from lead generation to deal closure, ensuring consistent achievement of sales targets and sustainable business growth. You will work closely with senior leadership to develop market strategies and collaborate with cross-functional teams to deliver exceptional customer experiences. This role requires both hands-on sales expertise and proven leadership capabilities to guide a team through complex sales cycles and competitive markets.

The ideal candidate will bring a track record of sales success, team leadership experience, and the ability to translate strategic vision into actionable sales plans. You will report directly to the Sales Director and manage a team of 5-8 sales representatives across multiple territories or product lines.

Key Responsibilities

• Team Leadership & Development: Recruit, hire, train, and mentor sales team members to maximize individual and team performance while maintaining high retention rates
• Sales Strategy Execution: Develop and implement comprehensive sales strategies, territory plans, and go-to-market approaches aligned with company objectives
• Revenue Management: Own sales forecasting, pipeline management, and quota achievement for assigned territories or product lines with accountability for monthly, quarterly, and annual targets
• Client Relationship Management: Build and maintain relationships with key accounts, strategic prospects, and industry partners to drive long-term business growth
• Performance Analysis: Monitor sales metrics, analyze performance data, and implement corrective actions to optimize team productivity and revenue outcomes
• Sales Process Optimization: Establish and refine sales processes, methodologies, and best practices to improve efficiency and win rates across the team
• Cross-functional Collaboration: Partner with marketing, product development, and customer success teams to align on lead generation, product positioning, and customer retention strategies
• Market Intelligence: Conduct competitive analysis, market research, and customer feedback collection to inform strategic decision-making and product development
• Sales Technology Management: Oversee CRM utilization, sales tool adoption, and data integrity to ensure accurate reporting and process efficiency
• Budget & Resource Management: Manage sales team budgets, expense allocation, and resource planning to optimize return on investment

Requirements

Must-Have Qualifications:

• Bachelor's degree in Business, Marketing, or related field with 5+ years of sales management experience
• Proven track record of achieving sales targets with demonstrated ability to scale team performance by 20%+ annually
• Experience managing sales teams of 5+ representatives with responsibility for hiring, training, and performance management
• Strong understanding of B2B sales methodologies including consultative selling, solution selling, or SPIN selling approaches
• Proficiency with CRM systems (Salesforce, HubSpot, or similar) and sales analytics tools for pipeline management and reporting
• Excellent communication and presentation skills with ability to engage C-level executives and key decision-makers
• Strong analytical skills with experience using data to drive sales strategy and performance improvements
• Experience with sales forecasting, territory planning, and quota management in a target-driven environment

Nice-to-Have Qualifications:

• MBA or advanced business degree with focus on sales, marketing, or business development
• Industry-specific experience in relevant vertical markets or comparable business models
• Experience with sales enablement tools, marketing automation platforms, and revenue operations processes
• Track record of launching new products, entering new markets, or scaling sales operations
• Professional sales certifications or training credentials from recognized organizations

What We Offer

• Competitive Compensation: Base salary of $85,000-$120,000 plus performance-based commission structure with OTE of $130,000-$180,000
• Comprehensive Benefits: Health, dental, and vision insurance, 401(k) with company matching, and flexible PTO policy
• Professional Development: Annual training budget, conference attendance, and leadership development programs
• Growth Opportunities: Clear career progression paths with potential advancement to Sales Director or VP roles
• Work Environment: Hybrid work arrangement with modern office space, collaborative team culture, and access to cutting-edge sales technology
• Performance Incentives: Quarterly bonuses, annual sales trips, and recognition programs for top performers

Context Variations

Corporate Environment

In large corporate settings, Sales Managers typically oversee specialized teams focused on specific market segments or product lines. The role emphasizes cross-functional collaboration, compliance with corporate processes, and alignment with enterprise-wide strategic initiatives. Expect more structured reporting requirements, formal performance review processes, and integration with complex organizational hierarchies.

Startup Environment

Startup Sales Managers wear multiple hats, often handling individual contributor responsibilities alongside team leadership. The role requires adaptability, scrappy resource management, and the ability to build sales processes from the ground up. Equity compensation is common, and the position offers significant influence on company direction and growth trajectory.

Remote/Hybrid Environment

Remote Sales Managers must excel at virtual team leadership, digital communication, and technology-enabled performance management. The role requires strong skills in video conferencing tools, virtual collaboration platforms, and remote coaching techniques. Territory management becomes more complex, and in-person customer meetings may require travel coordination.

Industry Considerations

Industry	Key Requirements	Unique Considerations
Technology/SaaS	Technical product knowledge, enterprise sales experience	Long sales cycles, recurring revenue models, customer success integration
Manufacturing	Supply chain understanding, B2B relationship management	Inventory considerations, seasonal demand patterns, distributor relationships
Healthcare	Regulatory compliance knowledge, clinical expertise	FDA regulations, HIPAA compliance, clinical trial processes
Financial Services	Industry certifications, regulatory awareness	Compliance requirements, fiduciary responsibilities, risk management
Real Estate	Market analysis skills, negotiation expertise	Local market knowledge, seasonal fluctuations, commission structures
Retail	Consumer behavior insight, inventory management	Seasonal planning, visual merchandising, customer experience focus

Compensation Guide

Salary Information

National Average Range: $85,000 - $120,000 base salary, with total compensation (including commission) ranging from $130,000 - $200,000 annually.

Metro Area	Base Salary Range	Total OTE Range	Cost of Living Factor
San Francisco, CA	$100,000 - $140,000	$160,000 - $240,000	High
New York, NY	$95,000 - $135,000	$150,000 - $230,000	High
Chicago, IL	$85,000 - $120,000	$130,000 - $190,000	Medium
Austin, TX	$80,000 - $115,000	$125,000 - $180,000	Medium
Atlanta, GA	$75,000 - $110,000	$120,000 - $170,000	Medium
Denver, CO	$80,000 - $115,000	$125,000 - $180,000	Medium
Phoenix, AZ	$70,000 - $105,000	$115,000 - $165,000	Low
Tampa, FL	$70,000 - $105,000	$115,000 - $160,000	Low

Factors Affecting Compensation:

• Industry vertical and average deal size significantly impact earning potential
• Team size and revenue responsibility directly correlate with compensation levels
• Company stage and funding status influence equity and base salary balance

Data sourced from Glassdoor, PayScale, and industry salary surveys as of 2025

Interview Questions

Technical/Functional Questions

1. Strategic Planning: "Walk me through how you would develop a 12-month sales strategy for a new territory with no existing customer base."

2. Team Performance: "Describe a time when one of your sales reps was consistently missing quota. How did you identify the root cause and what was your coaching approach?"

3. Pipeline Management: "How do you ensure forecast accuracy and what metrics do you use to predict quarterly performance?"

4. Process Improvement: "Tell me about a sales process you implemented that significantly improved team performance. What was the measurable impact?"

5. Client Relationship: "Describe your approach to managing key account relationships and how you ensure customer retention and expansion."

6. Market Analysis: "How do you stay informed about competitive threats and market changes? Give me an example of how this intelligence influenced your strategy."

7. Technology Integration: "What's your experience with CRM optimization and sales technology adoption? How do you drive user compliance?"

8. Cross-functional Collaboration: "Describe a situation where you had to work with marketing to improve lead quality. What was your approach and outcome?"

Behavioral Questions

1. Leadership Under Pressure: "Tell me about a time when your team was significantly behind quota late in the quarter. How did you motivate them and what was the result?"

2. Difficult Conversations: "Describe a situation where you had to terminate a sales team member. How did you handle the process and team communication?"

3. Change Management: "Walk me through a time when you had to implement a major change in sales process or territory structure. How did you manage team resistance?"

4. Conflict Resolution: "Tell me about a conflict between team members that affected performance. How did you resolve it?"

5. Failure Recovery: "Describe a sales initiative you led that failed to meet expectations. What did you learn and how did you apply those lessons?"

6. Talent Development: "Give me an example of how you've developed a struggling sales rep into a top performer. What specific actions did you take?"

Culture Fit Questions

1. Team Building: "How do you build trust and camaraderie within a sales team, especially with remote or hybrid workers?"

2. Work-Life Balance: "How do you maintain team morale during high-pressure periods while respecting work-life boundaries?"

3. Values Alignment: "Describe a time when you had to make a decision that prioritized long-term customer relationships over short-term revenue. What was your reasoning?"

4. Communication Style: "How do you adapt your communication approach when dealing with different personality types on your team?"

Evaluation Tips: Look for specific examples with measurable outcomes, evidence of continuous learning, and alignment between their management philosophy and your company culture. Strong candidates will demonstrate both empathy and accountability in their leadership approach.

Hiring Tips

Quick Sourcing Guide

• LinkedIn Sales Navigator: Target candidates with "Sales Manager" titles at similar-sized companies in your industry
• Industry Associations: National Association of Sales Professionals (NASP), Sales Management Association
• Professional Networks: Local sales leadership groups, RevOps communities, industry-specific sales forums
• Internal Referrals: Leverage existing sales team connections and customer relationships for candidate recommendations

Red Flags to Avoid

• Job Hopping: Multiple sales management roles lasting less than 2 years without clear progression or compelling reasons
• Lack of Metrics: Inability to provide specific performance numbers or quantifiable achievements from previous roles
• Poor Team Retention: History of high turnover on teams they've managed without acknowledgment or learning from the experience
• Technology Resistance: Reluctance to adopt new sales tools or CRM systems indicating potential adaptation challenges
• Blame Culture: Consistently attributing team failures to external factors without taking personal accountability
• Micromanagement Tendencies: Overly detailed control preferences that may stifle team autonomy and growth

FAQ Section