Sales Manager - Hire or get hired
Your complete guide to the Sales Manager Role: Duties, salary & hiring tips
Purpose of the Sales Manager
The Sales Manager leads a sales team to achieve targets, coach performance, and deliver on commercial outcomes aligned with company strategy.
Sales Manager's duties and responsibilities
• Team Leadership:
Recruit, train, and motivate sales staff.
• Performance Management:
Set KPIs and provide coaching for continuous improvement.
• Sales Strategy:
Implement and adjust strategies to meet market demand.
• Reporting:
Deliver sales forecasts and team performance updates.
• Client Engagement:
Support key account management and complex negotiations.
Recruit, train, and motivate sales staff.
• Performance Management:
Set KPIs and provide coaching for continuous improvement.
• Sales Strategy:
Implement and adjust strategies to meet market demand.
• Reporting:
Deliver sales forecasts and team performance updates.
• Client Engagement:
Support key account management and complex negotiations.
Requirements and qualifications for a Sales Manager
• 5+ years’ experience in sales and people management
• Strong leadership and team-building skills
• Track record of meeting sales goals
• Excellent communication and CRM experience
• Understanding of product, pricing, and market positioning
• Strong leadership and team-building skills
• Track record of meeting sales goals
• Excellent communication and CRM experience
• Understanding of product, pricing, and market positioning
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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.
