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What Does a Sales and Marketing Manager Do?

By K. Kinsella
Updated May 16, 2024
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A sales and marketing manager oversees a team of sale employees and is responsible for ensuring that a company's sales goals are met. In order to more easily reach sales goals, the manager has to develop an effective marketing strategy, and this process often involves working with the advertising department of the company or outside marketing firms. Sales managers are typically individuals who have a background in sales or advertising.

Large companies normally require a sales and marketing manager to have a degree in business, advertising, or marketing. In addition to having a degree, a candidate for a managerial position must have had some experience working in a sales position, and most firms only consider sales staff with proven track records as salespersons. The sales manager usually reports to a sales director or regional executive, and successful sales managers are usually candidates for vacant sales executive positions.

A sales and marketing manager hires and coaches new employees. Managers usually work closely with the human resources department or outside recruitment firms to find sales people to fill open positions. Depending on the nature of the particular firm's business, sales managers may consider job applicants with sales experience in different industries, while others only consider candidates who have worked in the specific field. The sales manager has to conduct performance appraisals of existing employees and oversee the training of new sales staff. Goals are set by the manager for each member of the sales team, and the manager regularly meets with staff members to track their progress towards their individual goals.

The annual marketing budget and how best to use those funds is one of the responsibilities of a sales and marketing manager. Major firms usually have a marketing department that handles advertising on a national level, but sales managers are often in charge of placing advertisements in local newspapers, websites, or on radio stations. The manager also has to decide how to promote products and services within sales locations, and local vendors are often hired to produce banners and marketing fliers for major sales events.

Making regular reports to the regional sales executive and being held personally accountable if sales figures do not meet company expectations are two other components of this job. Many firms require managers to submit daily reports that detail both sales results and sales activities. Most managers are paid a salary, but many receive performance based commissions. The commissions paid to the sales manager are often tied directly to the commissions received by sales staff.

SmartCapitalMind is dedicated to providing accurate and trustworthy information. We carefully select reputable sources and employ a rigorous fact-checking process to maintain the highest standards. To learn more about our commitment to accuracy, read our editorial process.
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