What Is Sales Management?

by | May 20, 2024 | Sales

Sales management is the process of overseeing and guiding the sales team in an organisation. It involves planning the sales strategy, setting targets, hiring potential salespeople, monitoring target performance, and providing training and support to the team.

The primary goal of sales management is to maximise the company’s profits by generating more sales and retaining customers. If this goal falls short, it leads to decreased sales and loss of customers, which can have a detrimental effect on the company’s revenue and growth.

In this guide, we’ll discuss sales management in more detail, including its importance, the key roles and responsibilities of a sales manager, and effective strategies to improve sales performance.

Importance of Sales Management

A business without a sales team (a managed sales team) will do nothing but sit idle. It is the sales team that brings in revenue to a company, and it’s the sales manager who ensures that this process runs smoothly.

Sales management is essential because it:

  • Sets clear goals and targets for the sales team to achieve.
  • Provides guidance and support to salespeople, which helps them in their work.
  • Ensures that the sales process is efficient and effective.
  • Helps in identifying potential customers and developing strategies to reach out to them.
  • Plays a crucial role in maintaining customer relationships and retaining existing customers.

Without proper sales management, a company may struggle to achieve its revenue goals and grow its business.

Key Roles & Responsibilities of a Sales Manager

The roles and responsibilities of a sales manager can vary depending on the size and type of business. However, some standard roles and responsibilities of a sales manager include:

Setting targets

The sales manager is responsible for setting achievable and measurable targets for the sales team to work towards.

Developing sales strategies

The sales manager must develop effective strategies to increase sales, reach out to potential customers, and retain existing ones.

Training and coaching

A competent sales manager should provide training and coaching to the sales team regularly. This helps in improving their skills and performance.

Taking action

A sales manager needs to take corrective actions if the sales team is not meeting their targets or facing challenges in their work. This could involve identifying the root cause of issues and implementing necessary changes.

Evaluating performance

A sales manager is responsible for evaluating the performance of the sales team. This helps identify top performers and areas that need improvement.

Motivating the team

A successful sales team is motivated and driven to achieve their goals. A sales manager must find ways to motivate the team, such as setting incentives or recognition programs.

Creating budgets

A sales manager is responsible for creating and managing budgets related to sales activities, such as marketing campaigns, client meetings, and travel expenses.


A sales manager must have a good understanding of the market and be able to forecast future trends. This helps in setting realistic targets and developing effective strategies.

Building relationships

A key responsibility of a sales manager is to build strong relationships with clients, stakeholders, and team members. This involves effective communication, trust building, and networking.

Collaborating with other departments

Sales cannot work in isolation; it is essential for a sales manager to collaborate with other departments. In a digital marketing agency, for example, a sales manager needs to work closely with the marketing team to align client strategies and goals.

Strategies to Improve Sales Management

Now that we have discussed the responsibilities of a sales manager let’s explore some strategies to improve sales management:

1. Use a CRM for sales management

A CRM for sales system, like Leadtrekker, optimises the sales management process by tracking sales activity, qualifying good leads, and calculating sales targets. These features can help a sales manager stay organised, manage leads effectively, and measure the team’s performance.

For example, Leadtrekker’s lead qualification feature allows you to identify the most promising leads, increasing your chances of closing a sale.

2. Provide ongoing training

Continuous learning is essential for any role, especially in sales. As the market evolves, new strategies and techniques are constantly emerging. It is the responsibility of a sales manager to provide ongoing training and development opportunities for their team to keep up with the industry.

3. Implement effective communication channels

A good sales manager should implement clear and efficient communication channels, such as regular team meetings, email updates, and a project management system to ensure all team members are on the same page.

4. Encourage collaboration and teamwork

Sales is a team effort, and a sales manager should encourage collaboration and teamwork among their team members. This can create creativity, improve problem-solving skills, and create a positive work culture.

Maximise Your Company’s Profits Now!

Sales management, if done right, maximises your company’s profits.

If your sales team is organised, well-trained, and motivated to work together towards a common goal, your company’s profits will inevitably increase.

As a sales manager, it is crucial to implement effective strategies to improve sales management. A CRM system is the easiest and best way to achieve this. It streamlines the sales process by centralising customer data, allows for better tracking and analysis of sales data, and helps in setting achievable targets.

For instance, Leadtrekker’s sales automation feature can help you automate repetitive tasks, freeing up your time to focus on more strategic activities.

Contact us today or schedule a free demo of Leadtrekker, our all-in-one CRM, lead management and sales automation software, to see how it can benefit your company and help you take your sales management to the next level.

Share this Blog Post