What Does a Sales and Marketing Manager Do?

By Indeed Editorial Team

Published May 6, 2022

Sales and marketing managers have a key leadership role in many companies. These professionals are responsible for directing a staff of sales and marketing professionals and developing a strategy for long-term business success. If you are considering a job as a sales and marketing manager, it may be helpful to learn more about what they do.

In this article, we explain what sales and marketing managers do, describe how to become one, list skills for sales and marketing managers and explore their salary and job outlook.

What is a sales and marketing manager?

Sales and marketing managers are leaders who oversee the daily operations of sales and marketing teams. Since these two departments have similar goals and work closely together, they often share a single manager. Sales and marketing managers usually have a background in either marketing or sales and help the two departments work together to meet company goals. Their primary tasks include developing a strategic vision for their departments, planning and guiding projects, setting policies and procedures and assisting with personnel issues like recruiting and training.

Related: Marketing vs. Sales: How They Work Together and 5 Key Differences

What does a sales and marketing manager do?

Sales and marketing managers may have a wide variety of responsibilities depending on their employer. These are some common duties for sales and marketing managers:

Developing sales and marketing strategies

One of a sales and marketing managers primary tasks is to develop an overall sales and marketing strategy. This involves identifying target customers, developing a voice and image for a brand, selecting marketing tools and setting long and short-term goals for their teams. Sales and marketing managers may also work closely with company leaders to align their strategies with corporate goals and values.

Preparing budgets and gathering resources

After developing goals and strategies for their teams, marketing and sales managers are responsible for gathering the necessary resources. One of the most important resources for all teams is funding, and sales and marketing managers often determine the financial needs of their departments and draft budgets. They can then present these budgets to company leaders for approval and negotiate the details. Sales and marketing managers may also create timelines, set deadlines and secure other resources, like raw materials and personnel.

Related: How To Achieve Sales and Marketing Alignment

Overseeing and coaching staff

Sales and marketing managers are responsible for providing leadership for both sales and marketing departments. This includes setting policies, determining workflows, assigning tasks, answering questions, responding to employee concerns and ensuring compliance with departmental policies. Sales and marketing managers may also plan and lead team meetings, help employees meet their goals, oversee team-building activities and act as a mediator between their teams and company leadership.

Related: 46 Sales and Marketing Interview Questions and Answers

Conducting market research

When companies are trying to enhance their sales and marketing operations, they often engage in market research. This means investigating customer needs, locating unserved or underserved market segments, monitoring industry trends and looking into competitor activities. Marketing and sales managers are often responsible for conducting market research and using it to create more effective strategies.

Related: The Difference Between Sales and Marketing

Planning and managing marketing campaigns

Companies now have access to a wide variety of advertising techniques. One of a marketing and sales manager's primary tasks is to determine which types of marketing are most effective and plan campaigns around them. This might include planning social media campaigns, online paid media campaigns or print campaigns. Marketing and sales managers may also help creative professionals design graphics, write copy, engage with customers, shift promotional tactics and boost the visibility of marketing materials.

Monitoring marketing and sales success

Many businesses use data collection techniques to measure the success of their operations. Marketing and sales teams measure metrics like market penetration, year-over-year growth, customer lifetime value, conversion rate, cost of sale win rate, engagement rates, customer acquisition cost, retention rate, return on investment and many others. These numbers can help teams, determine their most effective techniques and modify less effective strategies. Marketing and sales managers often take a lead role in this process by setting up data collection and analysis tools and drawing actionable insights from key metrics.

Preparing reports

Marketing and sales managers often act as a link between their teams and company management. This can include communicating company goals to sales and marketing teams and providing performance reports to executives. In these reports, they often summarize the activities of their sales and marketing teams, provide metrics that demonstrate their successes and describe their strategies for continued growth.

Recruiting, training and scheduling staff

Sales and marketing managers may help HR professionals secure talented candidates for their teams. This might include writing job descriptions, posting job listings, viewing resumes, interviewing candidates and assisting with the onboarding process. Sales and marketing managers may also train new employees and provide ongoing coaching to help them reach their potential and support the company's operations. Other personnel duties for these professionals include assigning tasks and creating schedules for sales and marketing teams.

How to become a sales and marketing manager

While career paths can vary, these are several steps that professionals can take to get a job as a sales and marketing manager:

1. Earn a degree

Many companies require sales and marketing manager candidates to have a bachelor's degree, and earning one is often a good first step. Although most companies don't have strict major requirements, many companies prefer candidates with a degree in marketing or a related field. These fields might include business administration, finance, management sciences or marketing and sales. Earning a college degree in marketing can help you become a more competitive candidate and can introduce you to the most important marketing concepts and trends.

In some cases, companies may require a master's degree for candidates seeking senior positions. For sales and marketing managers, this usually means an MBA (Master of Business Administration) with a concentration in marketing. If you want to further advance your career and have time to pursue further education, earning a master's degree may be a good choice. It can help you stand out from other candidates and can equip you for many of the challenges that you might face in marketing and sales.

Related: 14 Digital Sales and Marketing Platforms To Consider Using

2. Gain work experience

Practical work experience is one of the most important qualifications for sales and marketing managers. Even if a candidate doesn't have a college degree, a background in marketing or sales can teach them many of the concepts and techniques to succeed in sales and marketing management. Most companies require their candidates to have three to five years of experience before moving into a management position, but there are many entry-level positions in sales and marketing that you can pursue.

When looking for a sales or management position, it's important to create a good resume that demonstrates your skills, experience and personal qualities. Before you write yours, look for resume templates and examples online and try to tailor your document for each application. It can also be helpful to include a cover letter and references to support the information in your resume. If you receive an interview opportunity, consider answering practice questions beforehand to increase your confidence.

Related: Learn About Being a Marketing Director

3. Develop key skills

As you work in sales or marketing, you may have the opportunity to develop a range of key skills that can help you move into management. One of the most important skills for managers is leadership, and it's helpful to develop a record of leadership before applying for senior positions. Consider volunteering to lead projects in your workplace and try to introduce new ideas when possible. These steps can increase your responsibility and help you build a stronger resume for sales and marketing manager positions.

Technology is rapidly changing how marketers and salespeople work, and it's important to monitor important changes in your field. Try to become familiar with CRM tools, social media, paid advertising tools and software applications that are popular with marketers. Besides these technical skills, it's important to develop other competencies like collaboration, communication, problem-solving and creativity. A proven track record of these skills can make you a better candidate when applying for management positions.

Skills for sales and marketing managers

Sales and marketing managers require a wide range of hard and soft skills to succeed in their work. These are some important competencies professionals who want to work in sales and marketing management:

  • Collaboration: Sales and marketing managers work alongside many other professionals on a daily basis, including executives, marketers and salespeople. In order to achieve good outcomes, it's important for them to work well as part of a team.

  • Interpersonal skills: Building strong professional relationships is an important part of being a sales and marketing manager and it's helpful for them to have excellent interpersonal skills. These may include conflict resolution, mediation, active listening, negotiation and persuasion.

  • Verbal and written communication: Sales and marketing managers are responsible for communicating essential information to their coworkers and superiors. Strong writing, speaking and listening skills can help them accomplish these tasks effectively.

  • Data collection and analysis: Sales and marketing managers often monitor important metrics and key performance indicators to gauge and enhance the success o their teams. Strong data collection and analysis skills can help them gather valuable insights into sales and marketing performance.

  • Social media skills: Social media is now one of the most effective ways to reach potential customers and gain brand visibility. Social media skills can help sales and marketing managers create effective marketing campaigns and sell more products.

  • Leadership and management: Sales and marketing managers are senior professionals responsible for overseeing and directing other employees. Leadership and management skills can help them build strong professional relationships and achieve good outcomes for their companies.

  • Creativity: Marketing often requires a creative approach and sales and marketing managers may collaborate with writers and designers when developing campaigns. A talent for creativity can help them create branded content that appeals to customers.

  • Problem-solving: Marketing and sales teams often encounter challenges that require critical thinking. The ability to solve problems can help sales and marketing managers remove obstacles to organizational success.

  • Research skills: Sales and marketing managers often use market research to develop and improve their strategies. This can require specialized research skills like data collection, note-taking, analysis, interviewing, surveying and statistics.

  • Budgeting: Sales and marketing managers are often responsible for securing financial resources for their teams. This includes making cost estimates, creating budgets and managing funds responsibly during projects.

  • Marketing expertise: Sales and marketing managers are responsible for developing effective advertising and promotion strategies that maximize company profits. It's important for them to have a deep understanding of key marketing concepts and promotional tools.

  • Industry knowledge and business acumen: Industry knowledge is an important skill that allows sales and marketing managers to make their organizations more competitive. It's also beneficial for them to have business acumen, or an understanding of what makes businesses efficient and profitable.

Related: Learn About Being a Director of Sales

Salary and job outlook for sales and marketing managers

Salaries for sales and marketing managers can vary based on their experience, seniority, location and employer. According to Indeed, sales and marketing managers earn an average base salary of $54,855 per year. The Bureau of Labor Statistics groups these professionals in the advertising, promotions and marketing managers category and products an increase of 10% in demand between 2020 and 2030.

For the most up-to-date salary information from Indeed, click on the link(s) provided.

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