What Are the 7 Basic Managerial Functions of a Sales Manager?
March 24, 2025
Sales managers play a crucial role in driving a company's revenue and achieving its business goals. They bridge the gap between corporate strategy and the sales team’s day-to-day activities. To excel in this role, sales managers must master several key managerial functions. Let’s explore the seven basic functions every sales manager needs to perform to ensure success.
1. Planning
Planning is the foundation of any successful sales strategy. Sales managers must set realistic goals, forecast sales performance, and design action plans to achieve these objectives. Effective planning involves:
Identifying target markets and customer segments.
Analyzing market trends and competitors.
Setting short-term and long-term sales targets.
Without a solid plan, the sales team can lack direction, leading to missed opportunities and inefficiencies.
2. Organizing
Once the plan is in place, the next step is organizing resources to execute it. Sales managers need to allocate tasks, define roles, and ensure that their team is equipped with the tools and resources required to succeed. Key aspects of organizing include:
Structuring the sales team (e.g., by region, product, or client type).
Assigning territories and responsibilities.
Ensuring the availability of sales tools, software, and training.
An organized team is more likely to achieve its goals efficiently.
3. Staffing
Recruiting, hiring, and retaining top talent is one of the most critical responsibilities of a sales manager. The staffing function includes:
Identifying skill gaps in the team.
Conducting interviews and selecting the right candidates.
Onboarding and training new hires.
Sales managers must also focus on building a positive work culture to retain high-performing team members.
4. Leading
Leadership is at the heart of a sales manager’s role. A successful sales manager motivates and inspires their team to achieve and exceed their targets. This involves:
Communicating a clear vision and goals.
Leading by example and demonstrating integrity.
Providing coaching and mentorship.
Effective leadership fosters trust and drives team performance.
5. Controlling
Controlling ensures that the sales team stays on track to meet its objectives. This function involves monitoring performance, analyzing results, and making adjustments when necessary. Key tasks include:
Tracking individual and team performance metrics.
Conducting regular performance reviews.
Identifying and addressing issues such as underperformance or missed targets.
Control mechanisms help maintain accountability and ensure alignment with overall business goals.
6. Coordinating
Sales managers act as the central point of communication between different departments, such as marketing, operations, and customer service. Coordination ensures that everyone works together towards shared objectives. Responsibilities include:
Aligning sales strategies with marketing campaigns.
Collaborating with operations to ensure product availability.
Providing feedback to other departments based on customer interactions.
Strong coordination minimizes friction and enhances overall efficiency.
7. Evaluating
Evaluation is about assessing the effectiveness of sales strategies and team performance. This involves analyzing data to identify what’s working and what isn’t. Key evaluation activities include:
Reviewing sales reports and KPIs.
Gathering feedback from customers and team members.
Implementing changes based on data-driven insights.
Regular evaluation helps sales managers refine their strategies and achieve better results over time.
Conclusion
The role of a sales manager is multifaceted, requiring a balance of strategic thinking and hands-on leadership. By mastering the seven basic managerial functions—planning, organizing, staffing, leading, controlling, coordinating, and evaluating—sales managers can build high-performing teams and drive consistent revenue growth. Whether you’re an aspiring sales manager or a seasoned professional, focusing on these core functions will ensure your success in this critical role.