What does a sales and marketing manager do?

By Indeed Editorial Team

Published 6 July 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Sales and marketing managers are in demand, and the role offers an exciting mix of activities and responsibilities. If you're considering a career in this field, it's important to understand what a sales and marketing manager does and the steps to becoming one. With different options to consider, finding the answer to 'What does a sales and marketing manager do?' may help you decide the path that's best for you. In this article, you can discover what they do, seven key skills for success, how to become a sales and marketing manager and the average salary.

What does a sales and marketing manager do?

You can answer the question 'What does a sales and marketing manager do?' by identifying and exploring the various tasks and responsibilities involved. Their primary role is to balance the requests of multiple stakeholders at different stages of a project. While remaining focused on the product, managing a team and endeavouring to meet the needs of the customers, they help to ensure the achievement of sales targets and other key deliverables. It's important that they understand the product they're selling and the company's target market. They may also be responsible for establishing new leads, closing deals, ensuring customer retention and overseeing the marketing activities of a project or campaign.

Sales and marketing managers help businesses grow by increasing brand awareness and consumer demand. They develop strategies to promote the company's products and services, and their responsibilities include managing campaigns that expand a brand's reach to new audiences and raising awareness of the company's products and services. A sales and marketing manager may utilise digital media campaigns, print campaigns, television and radio advertising or a combination of these methods, so a good understanding of various forms of advertising is desirable.

Related: Marketing vs. sales: differences, definitions and elements

7 key skills for a sales and marketing manager

It's important for a sales and marketing manager to understand the needs of their customers. Industry knowledge may also prove useful as specific details and information relevant to the business may help in identifying customer needs. Effective communication skills can help build strong relationships with customers, which may lead to increased sales and better customer retention.

There are many key skills for a good sales and marketing manager. Seven skills that may help you succeed in this role include:

1. Leadership

A good leader can motivate and inspire a team through their words and their actions. Good sales and marketing managers lead by example and get the best out of their teams by demonstrating that they understand their market, customers and industry, and that they have an excellent grasp of the product or service they're offering. Leadership requires good decision-making and people-management skills, and it also requires confidence and the ability to think strategically when making key decisions about the direction of a campaign or when handling challenging issues.

2. Management

The term management is broad, and a sales marketing manager's role covers an extensive range of tasks and responsibilities. It encompasses the management of team members in addition to the management of marketing campaigns, sales performance and the customer journey. With such a wide scope of job requirements, excellent management skills are a key quality that may be worth exploring and developing if you have an interest in a career in this field.

3. Communication

Excellent communication skills are another important trait that may help you prepare for a career in this field. You may deliver presentations, conduct team meetings, undertake staff appraisals and training, handle client enquiries and participate in other instances where you can utilise effective communication skills.

4. Strategic thinking

The ability to think strategically can help you to observe a project from start to finish, plan the most appropriate actions when required and anticipate and resolve any potential or unexpected issues or challenges that may arise. The ability to think strategically, quickly and effectively is an excellent trait to possess when devising and implementing solutions to problems quickly or answering unexpected or difficult questions.

5. Problem-solving

Good problem-solving skills are desirable if you want to pursue a career in this area. The role of a sales and marketing manager is complex and typically involves encountering challenges. If you can remain calm under pressure or when faced with problems and think you may be able to find solutions to keep a project on track in these situations, then you may consider this to be a good career option.

6. Creativity

A sales and marketing manager may propose creative ideas for marketing campaigns or make key decisions on which artistic elements to use or in which direction to lead a campaign. You might have a strict brief to follow or have total creative freedom, depending on the company and the role. Wherever the role sits on the spectrum of creative freedom, a sales and marketing manager position typically requires an element of creativity.

7. Technical knowledge

It's important for sales and marketing managers to have a good grasp of the many tools and software applications that they may use in the course of their work. You may have the support of specialists who work on design, build frameworks and implement certain tasks, meaning it's unlikely for you to complete all the tasks yourself. It's important that you have sound knowledge of how the systems used in the business function so that you can manage unexpected issues and propose solutions if necessary.

Related: What is a content marketing role? (Plus tasks and careers)

What are the different ways to become a sales and marketing manager?

There are different ways to become a sales and marketing manager, and the path you choose may depend on where you are in your career and the experience and knowledge you possess. Other factors, such as the industry you want to work in and your long-term goals, may also play a part in your decision. You may consider whether you're an academic person or prefer to learn on the job and explore the different options further before making a decision.

If you're just starting out in your career, you may consider an apprenticeship or an entry-level marketing job. You may choose to study for a degree in a related field, such as marketing and communication, before undertaking a master's degree in a more specialised field. You may decide that working and progressing through gaining actual work experience and achieving a promotion to a manager's position is the best option for you. Whichever route you take, becoming a sales and marketing manager typically requires either an excellent track record in a related area or relevant academic qualifications.

How much does a sales and marketing manager earn?

A sales and marketing manager's salary varies depending on your location, your level of experience and the industry sector. The national average salary for a sales and marketing manager is £30,660 per year. Areas with a higher cost of living tend to have higher salaries, for example, the average salary in London is £35,090 per year.

Related: How to write a marketing manager CV (with template and example)

How to decide if a career as a sales and marketing manager is for you

Conducting research may be the best way to decide if this is the best career choice for you. You can explore social media sites to find people currently working in the role and reach out to them for advice and further insights. You may wish to research different study options and look at what different courses offer or find out more about apprenticeships and the paths that this option may lead to. Thorough research can help you decide if it is the best career choice for you before you commence your journey.

Ask yourself if your current skills and interests match up with what the job entails and if you have the desire to develop the areas where you may be lacking knowledge. If you're already working in the sector, it may be easier for you to decide by watching and learning as much as you can from your current manager. Depending on your relationship, you could ask for their advice, mentorship or any insights that could help guide your decision. Ultimately, the choice is yours, and preparing and planning can help to ensure you make the most informed decision possible.

Salary figures reflect data listed on Indeed Salaries at the time of writing. Salaries may vary depending on the hiring organisation and a candidate's experience, academic background and location.

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