What does a Sales Manager do? (B2B)
The Sales Manager is the link between strategy and execution within a commercial organization. He or she translates growth objectives into concrete actions for the sales team, monitors performance, and makes adjustments where needed. In SME (mid-sized) and B2B environments, the Sales Manager plays a crucial role in driving revenue growth and customer retention.
What is a Sales Manager?
A Sales Manager leads the sales team, develops sales strategies, and is responsible for achieving revenue targets. This role combines operational leadership with strategic thinking.
Key characteristics of the position:
- Focuses on both sales results and customer relationships
- Manages a team of account managers, representatives, inside sales, or business developers
- Usually reports to the Commercial Director or executive board
- Works closely with marketing, product management, and service departments
Example: A Sales Manager at an MKB+ IT company implements a new prospecting strategy, increasing the number of qualified leads by 25% within six months.
Why this role is crucial for SME companies
- Focus on revenue growth: Direct impact on sales performance.
- Team development: Helps sales professionals grow in skills and results.
- Strategic execution: Brings company goals to life through daily sales activity.
- Customer retention: Strengthens relationships with key accounts.
According to the Salesforce State of Sales report, teams with strong sales management achieve 28% higher revenue growth on average.
Would you like to know how the right Sales Manager can improve your sales performance? Schedule a strategy meeting with Sales Improvement People.
Key tasks and responsibilities
| Domain | Responsibilities |
|---|---|
| Strategy | Develop sales plans and go-to-market approach |
| Team leadership | Coach, motivate, and manage the sales team |
| Client management | Maintain relationships with key customers |
| Reporting | Monitor KPIs and report to management |
| Process optimization | Improve sales processes and tools |
Which competencies make a Sales Manager successful?
A strong Sales Manager combines commercial, analytical, and interpersonal skills:
- Leadership → inspires and guides teams effectively
- Analytical insight → identifies trends and translates data into action
- Negotiation skills → closes profitable deals
- Coaching ability → develops talent within the team
- Results orientation → focuses on revenue and customer value
Tip: When hiring, look for candidates with proven sales experience and strong leadership qualities.
Use cases
Use case 1: Cisco – data-driven sales coaching
Cisco’s Sales Managers implemented an analytics platform to monitor individual seller performance. Based on real-time data, managers were able to provide targeted coaching, resulting in an 18% revenue increase in one year.
Source: Cisco Business Case
Use case 2: Maersk – standardizing sales processes
At Maersk, Sales Managers developed a uniform sales process for all regions. Through consistent reporting and clear KPIs, inefficiencies were eliminated and sales productivity increased by 25%.
Source: Maersk Case Studies
Use case 3: SAP – improving collaboration between sales and marketing
SAP’s Sales Managers launched joint planning sessions with marketing to better align campaigns with customer segments. The result: 35% more Marketing Qualified Leads (MQLs) successfully converted into deals.
Source: SAP Customer Stories
Checklist: do you have the right Sales Manager?
- Has a clear vision of the market and sales approach?
- Effectively manages KPIs and targets?
- Motivates and develops the team?
- Maintains strong relationships with customers and prospects?
- Collaborates well with other departments?
4 or more “yes” answers? Strong chance your Sales Manager is the right person to drive growth.
Frequently asked questions
- What skills does a Sales Manager need?
- Leadership, coaching, strategy development, customer relationship management, and achieving sales results.
- What is the average salary of a Sales Manager?
- Typically between €55,000 and €90,000 per year, depending on experience and industry.
- What does a Sales Manager do?
- Leads the sales team, monitors targets, and develops sales strategies.
- What should you study to become a Sales Manager?
- Usually Commercial Economics, Business Administration, or Marketing & Sales.
- Is it difficult to become a Sales Manager?
- It requires experience in sales, leadership abilities, and strategic insight.
- Do you need a degree for sales?
- Not always, but a commercial education provides a strong foundation.
Contact us
Ready to take your sales team to the next level with the right Sales Manager? Contact Sales Improvement People.
By: Daniëlle de Bode