General Manager – Sales - Hire or get hired
Your complete guide to the General Manager – Sales Role: Duties, salary & hiring tips
Purpose of the General Manager – Sales
The General Manager – Sales leads the overall sales division, responsible for revenue targets, team performance, and strategic direction across regions and channels.
General Manager – Sales's duties and responsibilities
• Sales Strategy:
Develop and implement national or regional sales strategies.
• Team Leadership:
Manage and mentor senior sales leaders and teams.
• Revenue Oversight:
Set targets, forecast growth, and monitor KPIs.
• Client Engagement:
Foster relationships with key clients and stakeholders.
• Collaboration:
Align sales with marketing, operations, and finance.
Develop and implement national or regional sales strategies.
• Team Leadership:
Manage and mentor senior sales leaders and teams.
• Revenue Oversight:
Set targets, forecast growth, and monitor KPIs.
• Client Engagement:
Foster relationships with key clients and stakeholders.
• Collaboration:
Align sales with marketing, operations, and finance.
Requirements and qualifications for a General Manager – Sales
• 10+ years’ sales leadership experience
• Proven track record in strategic planning and team development
• Strong commercial acumen and stakeholder management
• Experience with national or enterprise-level accounts
• Tertiary qualifications in business or related field preferred
• Proven track record in strategic planning and team development
• Strong commercial acumen and stakeholder management
• Experience with national or enterprise-level accounts
• Tertiary qualifications in business or related field preferred
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Sales Market Update
The demand for sales leadership talent remains strong in 2025, with businesses continuing to prioritise candidates with technical expertise, stakeholder management skills, and commercial acumen. Hiring managers face ongoing challenges in sourcing high-calibre sales professionals, particularly in roles such as Business Development Managers, Sales Representatives, and Key Account Managers. The integration of AI in sales functions is influencing the required skill set, with CRM optimisation (48%), AI-assisted content writing (43%), and sales data visualisation (36%) emerging as key competencies.
Attracting top sales talent is increasingly reliant on offering competitive KPI bonuses (57%), flexible work arrangements (53%), and career growth opportunities (50%). Notably, the percentage of companies communicating KPIs and commission structures at the interview stage has risen from 57% to 68%, reflecting a shift towards greater transparency in the recruitment process. Staff turnover remains stable, with 58% of organisations reporting no change over the past year, while 22% have seen some improvement.
Looking ahead, 57% anticipate turnover levels will remain steady, with 21% expecting further positive shifts. As businesses refine their talent strategies, the focus is on long-term career growth, AI-driven sales processes, and structured incentive plans to attract and retain top sales professionals.
Attracting top sales talent is increasingly reliant on offering competitive KPI bonuses (57%), flexible work arrangements (53%), and career growth opportunities (50%). Notably, the percentage of companies communicating KPIs and commission structures at the interview stage has risen from 57% to 68%, reflecting a shift towards greater transparency in the recruitment process. Staff turnover remains stable, with 58% of organisations reporting no change over the past year, while 22% have seen some improvement.
Looking ahead, 57% anticipate turnover levels will remain steady, with 21% expecting further positive shifts. As businesses refine their talent strategies, the focus is on long-term career growth, AI-driven sales processes, and structured incentive plans to attract and retain top sales professionals.
