What Does a Sales Manager Do? Complete Career Guide to Skills, Responsibilities, and Success
A sales manager plays one of the most important leadership roles in any organization. They guide sales teams, create strategies, manage goals, and drive the revenue that keeps a business growing. Whether you’re looking to step into your first management role or want to understand the full sales manager job description, this guide will help you explore the path, skills, responsibilities, and opportunities that define the career.
The journey to becoming a sales manager is rarely straightforward. Some begin as entry-level reps, while others transition from related careers like customer service, marketing, or business development. No matter the path, understanding the sales manager role is essential to moving forward.
This complete guide outlines what a sales manager does, the skills required, different types of sales management jobs, and how to build a successful long-term career in sales management.
The Sales Manager Role (What is a sales manager?)
A sales manager oversees the daily operations of a company’s sales department. Their mission is simple but powerful: ensure the sales team meets and exceeds targets. To do that, they set goals, design strategies, monitor performance, and support reps in closing deals.
A typical sales manager description includes responsibilities like reporting on sales analytics, coaching team members, and aligning sales goals with company objectives. They may also collaborate with marketing, product development, or customer success teams to create a seamless revenue process.
Sales Manager Responsibilities (What does a sales manager do?)
While the details can vary by company and industry, most sales manager positions include several core responsibilities. These tasks are central in almost every sales manager’s job description and form the foundation of the role.
1. Hiring and building sales teams
A sales manager or sales supervisor may support hiring, but the sales manager typically leads the effort to recruit skilled sales professionals. Choosing the right people is critical to reaching long-term goals.
2. Training and coaching sales reps
From onboarding new hires to mentoring seasoned reps, a salesperson manager ensures everyone understands the sales process, product knowledge, and performance expectations.
3. Developing and managing sales strategies
A major part of the sales manager’s role is designing the strategies that guide daily operations. This includes forecasting, planning outreach, and refining sales processes.
4. Tracking data and analyzing reports
To improve performance, a manager must interpret key metrics. Reviewing reports helps identify which strategies are working, where reps need support, and how to adjust targets.
5. Collaborating across teams
Sales managers regularly partner with marketing, operations, finance, and customer support. This teamwork ensures alignment and better customer experiences.
These responsibilities form the core of what most people refer to when they ask, “What does a sales manager do?”
Sales Manager Skills Employers Look For
Successful sales leaders need a blend of technical abilities and interpersonal strengths. Whether you’re preparing for interviews or crafting a resume, these are the sales manager skills employers value most.
Top Hard Skills
- Sales forecasting and pipeline management
- Data analysis and performance tracking
- Leadership and team management
- Strategic thinking for growth-focused decisions
- Product and market knowledge
- Recruiting and training experience
- Familiarity with CRM systems and sales tools
These skills are often included in the sales management definition across industries.
Top Soft Skills
- Empathy and emotional intelligence
- Strong communication
- Problem-solving
- Adaptability in fast-paced environments
- Motivational leadership
- Active listening
- Conflict resolution
A strong mix of these abilities helps define the modern sales manager and contributes heavily to long-term success.
How to Become a Sales Manager
Career paths vary, but most professionals follow a similar roadmap. If you’re exploring how to become a sales manager, these steps can guide your journey.
Gain relevant education
Degrees in business, marketing, management, or finance often help candidates stand out. Certifications in sales leadership can also strengthen your profile.
Build sales experience
Most sales manager positions require experience as a sales rep. This hands-on foundation teaches the processes, challenges, and techniques needed for leadership.
Develop your skills
Focus on the mix of soft and hard skills covered above. Let your mentor or manager know you want to grow into leadership so they can support your development.
Meet and exceed goals
High performance is the strongest indicator that you’re ready for leadership. Aim to excel in quotas, consistency, and teamwork.
Network with sales professionals
Building connections with leaders in your field helps expose you to better opportunities and insights.
Sales Manager Salary: What Can You Earn?
The sales manager salary range varies widely depending on experience, industry, company size, and location. Many managers receive bonuses or incentives based on team performance. Others may earn additional compensation through sales growth or leadership-based rewards.
Whether you work in corporate sales, retail, SaaS, or regional management, pay structures often differ — but the earning potential is strong, especially for high-performing teams.
5 Types of Sales Management Jobs
Sales management offers multiple career paths. Here are the most common sales management roles across industries:
1. Account Manager
Handles customer relationships, analyzes clients’ needs, and identifies opportunities for upselling and growth.
2. Sales and Marketing Manager
Oversees both sales and marketing strategies, ensuring brand consistency and aligned goals.
3. Sales Support Manager
Manages sales operations, training materials, commissions, and systems that support the sales team.
4. Regional Sales Manager
Supervises multiple sales teams across territories, focusing on budgets, forecasting, and region-specific strategies.
5. Sales Director
Leads company-wide sales operations, strategy, and revenue goals, guiding multiple managers and departments.
These roles reflect the flexibility of the sales manager career path and the many opportunities available.
Work Environment of a Sales Manager
Sales managers often work in high-energy, fast-paced environments. They handle multiple priorities — team performance, customer needs, and company objectives — all at once.
Many roles are full-time and may include travel for meetings, training, and industry events. Work-life balance can be challenging, but strong leaders thrive in the dynamic nature of the job.
From Sales Rep to Sales Leader
Becoming a sales manager offers the chance to mentor others, help teams succeed, and contribute directly to a company’s growth. While the role can be demanding, it’s incredibly rewarding for those who enjoy leadership and results-driven environments.
If you’re ready to move beyond being a salesperson and step into a leadership role, this guide can help you understand the landscape and start building the skills, mindset, and experience needed to excel.
FAQs
How much does a sales manager make in Seattle?
On average, you can expect a Sales Manager in Seattle to make around $80,000 to $130,000 per year.
Entry-level or junior sales managers typically earn around $75,000 to $90,000 annually. The experienced sales manager can make around $100,000 to $140,000 with commissions and additional perks in larger companies.
How much is a sales manager paid?
A sales manager can expect to earn anywhere from $60,000 to $150,000 per year. These figures may fluctuate based on factors like location, industry, years of experience, and company size.
Which industries offer more salaries to Sales Manager?
Sales Managers in industries like tech, software, or pharmaceuticals may see salaries at the higher end of the spectrum. Companies like Amazon, Microsoft, or other major tech players in Seattle may offer performance-based bonuses or stock options on top of the base salary, further boosting total compensation.
What is the starting pay of a sales manager?
The starting pay for a sales manager typically ranges from $50,000 to $70,000 per year, depending on factors like location, industry, and the size of the company. For entry-level sales managers or those stepping into the role with minimal experience, salaries generally fall within this range.
Are Sales Managers in high demand?
Yes, sales managers are in high demand, especially in industries like technology, pharmaceuticals, finance, and e-commerce. As businesses continue to expand and compete in a global marketplace, the need for skilled sales professionals who can drive revenue and manage teams effectively is more important than ever.
