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What Is Sales Management: Definition, Types, Objectives

Published on June 21, 2022
Last modified on September 18, 2023

Table of Contents

Did you know that 26% of a sales manager’s time is spent on managing information while 23% of it is spent on customer interaction? Isn’t this interesting?

Sales management is important for a business’ success in any industry. With sales management, you can create and implement an effective sales strategy within your business.

As a result of effective sales management, you can even boost your sales. However, what’s even more important are your objectives of sales management.

In this article, we take a closer look at sales management, sales objectives, and the objectives of sales managers.

What is Sales Management?

Sales management refers to the practice of managing an organization’s sales department. Alongside this, the objectives of sales management also include overseeing how an organization’s products and services are being sold.


In fact, sales managers are responsible for curating the objectives of sales management. These include planning, control as well as implementation of each sales program.

However, the key role or objectives of sales management for sales managers lie elsewhere. Their focus is on creating and executing objectives of sales management that help the business achieve their sales quotas and revenue goals.

Under sales objectives, sales managers coordinate sales activities and develop an efficient salesforce. Through various methods of implementing sales objectives, they are able to enable agents to improve and increase their sales.

Why Is Sales Management Important?

Sales management is the backbone of any successful sales team, playing a pivotal role in achieving business goals. It’s not just about overseeing salespeople; it’s about guiding, strategizing, and optimizing the sales process.

The primary objective of sales management is to maximize revenue and profits while minimizing costs. Sales managers are responsible for setting quotas, monitoring progress, and providing coaching to help sales representatives reach their targets.

Furthermore, sales management plays a crucial role in aligning the sales department with the overall objectives of the organization. Effective sales management also involves analyzing market trends, identifying opportunities, and adapting strategies to stay competitive.

Overall, sales management is essential because it ensures that the sales department functions smoothly, meets its targets, and contributes to the overall success of the organization.

Types of Sales Management

Sales management is not a one-size-fits-all role. It varies depending on the nature of the business and its target audience.


Let’s explore some common types of sales management:

1) B2C Sales Management

Business-to-Consumer sales management is all about selling products or services directly to individual consumers. Sales managers in B2C focus on building brand loyalty, understanding consumer behaviors, and creating effective marketing strategies to drive sales. It’s often fast-paced and requires a deep understanding of customer needs.

2) B2B Sales Management

Business-to-Business sales management involves selling products or services to other businesses. In this type, sales managers typically deal with longer sales cycles, complex negotiations, and building strong relationships with key decision-makers.

B2B sales management requires a strategic approach and often involves larger deal sizes.

3) Enterprise Sales Management

Enterprise sales management targets large corporations and organizations as clients. Sales managers in this category handle high-value deals that may require customized solutions. They focus on nurturing long-term partnerships, understanding the unique challenges of each enterprise, and providing tailored services.

4) SaaS Sales Management

Software as a Service (SaaS) sales management focuses on selling subscription-based software products. Sales managers here must emphasize the value and benefits of their software, offer exceptional customer support, and retain customers through renewals. It often involves recurring revenue models.

Sales Management Responsibilities

Effective sales management is pivotal in achieving a company’s objectives and ensuring a high-performing sales team.

Here are some of the key responsibilities of a sales manager:

1) Recruiting

Sales managers are tasked with identifying and hiring top talent. They define the qualities and skills required for success in sales roles, conduct interviews, and select candidates who align with the company’s objectives.

2) Training

Once the team is in place, sales managers provide comprehensive training programs. These programs cover product knowledge, sales techniques, company policies, and customer interactions, ensuring the team is well-prepared.

3) Shadowing

Sales managers often mentor new hires by accompanying them in the field or during customer meetings. This shadowing process helps newcomers learn from experienced team members and gain practical insights into sales processes.

4) Meetings and Aligning Teams with Objectives

Sales managers conduct regular team meetings to discuss goals, strategies, and progress. Aligning individual objectives with overall company targets ensures everyone is working towards a common goal.

5) Forecasting and Reporting

Sales managers analyze historical data and market trends to forecast future sales. They also require their teams to provide regular reports on sales activities, helping in performance evaluation and strategy adjustments.

6) KPI Management

Key Performance Indicators (KPIs) such as sales quotas, conversion rates, and customer satisfaction are closely monitored by sales managers. They use these metrics to measure success, identify areas for improvement, and make data-driven decisions.

What are sales management objectives?

Sales management objectives are the specific, measurable targets set by sales managers to guide their team towards success. These objectives of sales management align with the broader goals of the organization and are crucial for effective sales management.


They typically include increasing revenue, expanding market share, enhancing customer satisfaction, and optimizing sales processes. Typically, sales management objectives serve as a roadmap for sales teams.

Why are sales management objectives important?

Sales management objectives play a pivotal role in guiding sales teams toward success. They provide clarity and direction, ensuring that everyone in the sales department understands their role in achieving the company’s goals.

Sales management objectives help in setting priorities, focusing efforts, and allocating resources efficiently. They also serve as measurable benchmarks, allowing managers to assess team performance and make necessary adjustments.

By aligning individual and team goals with broader organizational objectives, sales management objectives create a cohesive and motivated sales force. Furthermore, they contribute to improved productivity, increased revenue, enhanced customer satisfaction, and ultimately, the long-term success of the business.

Important Types of Sales Management Objectives

Sales management objectives are like the guiding stars for a sales team, setting the direction and driving their efforts towards success. These objectives are critical for a business to thrive in a competitive market.


Here are some important types of sales management objectives you should know:

1) Revenue Generation

At the heart of sales management, the primary sales management objective is revenue generation. It’s about increasing the company’s income by selling products or services to customers.
Sales managers set targets and develop strategies to maximize sales, ensuring the organization thrives financially.

2) Increased Sales Volume

Expanding sales volume is another critical goal. Sales teams aim to sell more units of a product or service, thereby increasing overall sales figures.
This sales management objective often involves targeting new markets, improving product offerings, or enhancing customer relationships to drive growth.

3) Sustained Profits

Beyond revenue, sustaining profits is crucial. Sales management focuses on managing costs effectively to ensure profitability. By controlling expenses, companies can secure their financial health and withstand market fluctuations.

4) Sales Department Growth

Expanding the sales team’s size and capabilities is a sales management objective aimed at covering a wider market and meeting increasing demands. It involves hiring and training new sales representatives and equipping them to achieve sales goals.

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    5) Market Leadership

    Achieving market leadership is a prime goal for many organizations. It means becoming the leading player in your industry or niche.
    This sales management objective involves creating a strong brand presence, offering unique value, and outperforming competitors. Market leaders often set industry standards and enjoy greater customer loyalty.

    6) Prospect Conversions

    Converting prospects into paying customers is fundamental for sales management. This sales management objective entails turning potential buyers into actual buyers.
    Sales teams use strategies like effective communication, persuasive selling, and addressing customer needs to win over prospects. Conversions boost sales revenue and help the company grow.

    7) Motivating the Sales Force

    A motivated sales force is essential for success. Sales managers aim to inspire and energize their teams, ensuring they stay productive and enthusiastic.
    This sales management objective involves recognition, incentives, training, and creating a positive work environment. Motivated salespeople tend to perform better and contribute to the achievement of other sales objectives.

    Improving production and distribution
    Performing regular analytics

    Sales Manager Styles

    Effective sales management requires more than just overseeing a team—it involves understanding different leadership styles and when to employ them.  Sales managers often adapt their approaches based on the situation and their team’s needs. Let’s explore some common sales manager styles and how they impact sales management:

    1) Directive Style

    In this approach, the sales manager takes charge and makes decisions without extensive input from the team.

    Tip – Use this style when quick decisions and immediate actions are essential.

    It can be highly effective in situations requiring quick action or when a clear direction is needed. However, it may stifle creativity and team engagement if overused.

    2) Participative Style

    A participative sales manager values input from the team when making decisions. This approach fosters collaboration and a sense of ownership among team members.

    Tip – Use this style when solving complex problems or making long-term decisions.

    It’s particularly effective in situations where diverse perspectives can lead to better outcomes. However, it can be time-consuming and less efficient when quick decisions are needed.

    3) Coaching Style

    Sales managers who adopt a coaching style focus on developing their team members’ skills and capabilities. They provide guidance, feedback, and training to help individuals improve.

    Tip – Use this style when team growth and skill improvement are essential.

    This approach can lead to long-term growth and higher team morale. Still, it might not be suitable for teams that require immediate results.

    4) Supportive Style

    Supportive sales managers prioritize the well-being and job satisfaction of their team members. They create a positive work environment, offer emotional support, and ensure resources are available.

    Tip – Use this style to boost team morale and job satisfaction.

    While this can boost team morale and loyalty, it may be less effective in driving sales performance if not balanced with performance expectations.

    Sales Management Tactics That Help You Form A Successful Department

    Building a successful sales department requires more than hiring a few salespeople and expecting them to excel.


    Let’s explore some essential sales management tactics that can help you form a thriving and profitable sales team:

    1) Set realistic tactics for the sales team 

    Sales tactics should align with your organization’s overall objectives. Ensure that your team’s goals are specific, measurable, achievable, relevant, and time-bound (SMART). These tactics provide a clear roadmap for your salespeople, making it easier for them to focus on what matters most.

    2) Find and choose your team

    Recruiting the right talent is vital. Look for individuals who not only possess the right skills but also fit your organization’s culture. Conduct thorough interviews, background checks, and skills assessments to select salespeople who are motivated, adaptable, and committed to your sales management objectives.

    3) Educate your salespeople

    Invest in continuous training and development. Equip your team with product knowledge, sales techniques, and the latest industry trends. Regular training not only boosts confidence but also ensures that your sales force can adapt to changing market conditions.

    4) Remember to reward good performance

    Recognition and incentives can be powerful motivators. Acknowledge and reward outstanding sales achievements. Whether it’s through bonuses, awards, or public recognition, incentivizing high performance encourages your sales team to consistently meet or exceed their targets.

    5) Measure progress on all key metrics

    Implement a robust system for tracking key performance indicators (KPIs). Analyzing metrics like conversion rates, sales cycles, and customer acquisition costs helps you make data-driven decisions, identify areas for improvement, and fine-tune your sales strategies.

    What is a sales management system?

    A sales management system is like the compass for a sales team, guiding them through the complex world of selling. It’s a combination of tools, processes, and strategies that help sales managers and representatives achieve their objectives efficiently.

    A sales management system is all about streamlining the sales process. They ensure that teams work cohesively and make data-driven decisions to optimize sales strategies.

    Ultimately, a sales management system is the backbone of any successful sales operation. They help businesses reach their revenue targets while maintaining customer satisfaction.

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      Top 5 Sales Management Software Tools and Resources You Need To Know

      In the dynamic world of sales management, having the right tools can make a significant difference in achieving your sales management objectives.

      Here, we introduce you to the top five sales management software tools and resources that are key to driving sales success:

      1) NeoDove

      When it comes to efficient sales management, NeoDove Telecalling CRM stands out as a game-changer. This comprehensive software offers a range of features, including lead management, call tracking, automated workflows, and real-time analytics.


      It helps sales teams stay organized, ensures follow-ups, and provides valuable insights for better decision-making. NeoDove is the go-to choice for businesses looking to enhance their sales operations and meet their objectives.

      2) HubSpot

      HubSpot offers a robust suite of tools that encompass marketing, sales, and customer service. It simplifies lead generation, lead nurturing, and sales automation.

      With features like email marketing, CRM, and workflow automation, HubSpot helps businesses align their sales efforts with their sales management objectives seamlessly.

      3) Salesforce

      Salesforce is synonymous with Customer Relationship Management (CRM). It empowers sales teams with a 360-degree view of customers, automation of repetitive tasks, and data-driven insights.
      Salesforce is trusted by enterprises globally to drive sales and achieve their management objectives effectively.

      4) Pipedrive

      Pipedrive excels in simplicity and user-friendliness. It’s designed to help sales teams manage leads, track communications, and prioritize deals. Its customizable features make it a great choice for businesses with unique sales management objectives.

      5) Zendesk

      While primarily known for its customer service solutions, Zendesk’s sales automation tools deserve recognition.
      Zendesk Sell streamlines lead and contact management, making it easier to reach sales objectives. It’s especially beneficial for businesses aiming to improve customer interactions and satisfaction.

      Benefits of using a Sales Management System

      In today’s fast-paced business world, managing sales efficiently is paramount for success. A sales management system is the modern tool that empowers businesses to streamline their sales processes and boost overall performance.


      Let’s explore the key advantages of implementing a sales management system:

      1) A Detailed View of Customer History

      A sales management system offers a comprehensive view of each customer’s history with your company. It tracks interactions, purchases, and preferences. This insight helps sales teams tailor their approach, fostering stronger customer relationships and boosting sales.

      2) Automated Workflow and Reduced Admin

      With automation, routine tasks like data entry and lead assignment are handled effortlessly. This not only reduces administrative burdens but also ensures that salespeople can focus more on selling. Thus, leading to increased productivity.

      3) Analytics and Reporting

      A sales management system provides powerful analytics and reporting tools. These tools allow sales managers to monitor team performance, track sales trends, and identify areas for improvement. Informed decisions based on data lead to more effective sales strategies.

      4) Data Consolidation

      Sales data often resides in various platforms. A sales management system consolidates this data into one central location, making it easily accessible for analysis. This consolidation enhances data accuracy and integrity, crucial for making informed business decisions.

      5) Improved Forecasting

      Accurate sales forecasting is a key objective in sales management. A sales management system employs historical data and predictive analytics to generate precise sales forecasts. This helps organizations plan inventory, resources, and budgets more effectively.

      How to write the Objectives of a Sales Manager when applying for a Sales Manager Job Role

      When filling the objectives of a sales manager section, begin by highlighting experiences you’ve already had in the industry.

      Try to mention any of your major accomplishments and your credentials alongside any relevant skills. Then, go on to elaborate and explain more about what you wish to accomplish in your new role.


      When writing a resume for a sales manager job, you’ll need to really focus on the objective section. This is because it is the first part of your resume and thus, should be taken seriously.

      Potential employers always read the objective statement on a resume first. As such, through it you must thoroughly convince them that you’re the best candidate for the job.

      Examples of Sales Manager Objective for Resume

      Here are some examples of well-written sales manager objectives for a resume:

      Example 1 – Sales Manager Objective for Resume

      Applying for the Sales Manager role at XYZ company. Hope to utilize 10 years of experience for creating sales strategies, increasing business revenue and improving the sales bottom line.

      Example 2 – Sales Manager Objective for Resume

      Detail-oriented and motivated sales professional with 7 years of supervisory experience seeking a managerial role. Looking for an opportunity to apply my experience with team-building and staff development alongside advanced knowledge of sales and customer service.

      Example 3 – Sales Manager Objective for Resume

      A dedicated and hard working individual seeking Sales Manager position at ABC company. Bringing along 16 years of experience as marketing manager and sales director with a well-known clothes and accessories distributor.

      Example 4 – Sales Manager Objective for Resume

      Motivated and very enthusiastic individual seeking Sales Manager position at XYZ company. Looking for a challenging role to best apply creative problem solving skills and optimally utilize company resources.

      Want to enhance your sales management competencies?

      In the realm of sales management, continuous improvement is the name of the game.
      Here’s how you can take your sales management skills to the next level:

      1) Define Clear Objectives

      Start by setting specific and measurable objectives for your sales team. Whether it’s boosting revenue, expanding market reach, or improving customer satisfaction, clear objectives provide direction and purpose.

      2) Empower Your Team

      A great sales manager doesn’t just give orders; they empower their team to excel. Encourage open communication, provide training and resources, and delegate responsibilities based on individual strengths.\

      3) Embrace Technology

      Leverage sales management tools and software to streamline processes and gain valuable insights. This not only enhances efficiency but also allows you to make data-driven decisions aligned with your sales management objectives.

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        4) Foster a Motivational Culture

        A motivated sales team is more likely to meet and exceed objectives. Recognize and reward achievements, create a positive work environment, and set high but attainable performance standards.

        5) Continuous Learning

        The sales landscape is ever-evolving. Stay updated with industry trends, sales techniques, and management best practices through workshops, webinars, or industry associations.

        6) Adaptability

        Flexibility is crucial in sales management. Be ready to adapt your strategies and objectives in response to market changes and emerging opportunities.


        Overall, the objectives of sales management play a vital role in any business. Sales objectives are responsible for deciding where an organization stands alongside where it wants to reach.

        Hence, sales management should really put great thought into the planning and future execution of the objectives of sales management.

        Moreover, in a similar fashion, the objectives of a sales manager also play a big role in the hiring process. They convey to potential employers what you are capable of as well as what you wish to do.

        As such, objectives of sales management should be written with keeping these thoughts in mind. With all the above information and a little planning, your business’ sales too can improve at an incredible pace with sales objectives.

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