A sales and marketing manager oversees sales associates and develops marketing strategies to achieve company sales objectives. They hire and train new employees, conduct performance evaluations, and manage the marketing budget. They report to a sales manager and may receive performance-based commissions.
A sales and marketing manager oversees a team of sales associates and is responsible for ensuring the achievement of a company’s sales objectives. In order to more easily achieve sales goals, the manager must develop an effective marketing strategy, and this process often involves working with the company’s advertising department or with outside marketing firms. Sales managers are typically people who have a background in sales or advertising.
Large companies usually require a sales and marketing manager to have a degree in business, advertising or marketing. In addition to having a college degree, a candidate for a management position must have had some experience working in a sales position, and most companies only consider salespeople with proven experience as salespeople. The sales manager usually reports to a sales manager or regional executive, while successful sales managers are typically candidates for vacant sales executive positions.
A sales and marketing manager hires and trains new employees. Managers usually work closely with the human resources department or external recruiting firms to find sales associates to fill open positions. Depending on the nature of the company’s specific business, sales managers may consider candidates with sales experience in a variety of industries, while others only consider candidates who have worked in their specific industry. The sales manager must conduct performance evaluations of existing employees and oversee the training of new sales personnel. Goals are set by the manager for each sales team member and the manager meets regularly 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. Large companies usually have a marketing department that handles nationwide advertising, but sales managers are often in charge of placing ads in local newspapers, websites or radio stations. The manager also has to decide how to promote products and services within sales locations and local suppliers are often hired to produce marketing banners and flyers for major sales events.
Reporting regularly to the regional sales manager and being held personally liable if sales figures do not meet company expectations are two other components of this job. Many companies require managers to submit daily reports detailing both sales results and sales activity. Most executives receive a salary, but many receive performance-based commissions. The commissions paid to the sales manager are often tied directly to the commissions received by the sales staff.
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