What does a sales manager do?
A sales manager leads a team of sales representatives, overseeing performance, coaching reps, and ensuring revenue targets are met. They help define sales strategy, forecast pipelines, and drive execution of lead conversion efforts.
Their duties include onboarding new team members, monitoring KPIs, reporting to senior management, and removing roadblocks that hinder performance. They also collaborate with marketing and product teams to improve messaging and outreach.
In small companies, sales managers often sell while managing. In larger businesses, they lead multiple reps or teams and are responsible for driving consistent sales processes and sustained performance.
Key responsibilities of a sales manager.
Sales managers oversee performance and development of sales teams. Their responsibilities include:
-
Managing sales targets, pipelines, and forecasting
-
Coaching sales reps and supporting professional development
-
Analysing performance data and refining sales processes
-
Leading team meetings, training sessions, and 1-to-1s
-
Collaborating with marketing on campaigns and messaging
-
Supporting deals, negotiations, and customer relationships
-
Managing CRM hygiene and reporting to leadership
-
Recruiting and onboarding new sales team members
-
Setting KPIs and tracking conversion metrics
-
Aligning sales activity with company objectives
This role blends team leadership, performance management, and revenue accountability.
Skills and requirements for a sales manager.
Sales managers lead teams to achieve commercial targets. Employers typically look for:
-
4–8 years of experience in sales or business development roles
-
Proven success managing sales teams or verticals
-
Skilled in pipeline management, forecasting, and closing deals
-
Ability to coach and mentor junior team members
-
Experience using CRMs, reporting tools, and performance metrics
-
Strong negotiation, communication, and leadership skills
-
Confidence presenting performance to senior stakeholders
-
Familiarity with B2B or B2C sales strategies, depending on industry
-
Target-oriented, collaborative leadership style
Most sales managers oversee regional or team-level sales, accountable for quota and development.
Average salary for a sales manager.
In the UK, the average salary for a sales manager typically ranges from £50,000 to £70,000, based on team leadership, quota management, and sales strategy.
-
Mid-level sales managers earn between £50,000 and £60,000
-
Senior managers with large team oversight and multi-territory remit can earn between £61,000 and £70,000
-
Commission, bonuses, and accelerators often form a significant portion of overall earnings
Top packages are offered in software, digital media, and B2B services.
Career progression for a sales manager.
A sales manager oversees a team of sales reps, driving revenue and ensuring targets are met. It’s a key leadership role with clear progression into regional or department-wide sales strategy. A typical journey includes:
Sales representative / Account executive
Owns individual revenue targets. Nurtures client relationships and closes deals.
Senior AE
Supports training, onboarding, and strategic deal support across a small team.
Sales manager
Leads a team of reps. Sets KPIs, runs pipeline reviews, and owns short-term sales performance.
Head of sales / Regional director
Manages multiple teams or regions. Aligns strategy, coaching, and growth targets.
Sales director / CRO
Owns the full revenue function. Partners with marketing and product to deliver strategic growth.
salary guide
Our UK operations salary guide.
Sales managers lead teams, manage forecasts, and drive revenue. Offers should reflect team size, performance targets, and sector experience.
Use the UK operations salary guide to benchmark sales management salaries, review 2024 hiring data, and prepare for 2026 expectations.
FAQS
Sales manager FAQs.
They lead a team of AEs or SDRs, owning pipeline health, forecast accuracy, and team performance. Day-to-day includes deal coaching, one-to-ones, hiring, and liaising with marketing or product to align sales enablement and feedback loops.
Usually into the sales director or head of sales. In smaller startups, they may report directly to the CRO or CEO. Forecasts, close plans, and team development all form part of regular reporting.
Pipeline coverage, forecast accuracy, ramp time for new hires, average deal cycle, and quota attainment % across team. Quality of CRM hygiene and adoption of playbooks are also increasingly tracked.
Letting go of the deals. Many new managers struggle with coaching vs. closing. Strong leaders develop systems to enable scale, not just individual wins.
Sales director or head of sales roles — often depending on regional vs. vertical alignment. In high-growth startups, the role may evolve into VP of sales with wider cross-functional responsibility.
