It’s time we stop underestimating the role of the Sales Manager.
Behind every successful sales team is a Sales Manager carrying more than just a quota. They are the keystone of the entire revenue operation — and yet, they’re often overburdened, under-supported, and expected to work miracles with limited resources and constant interruptions.
Let’s be clear: Sales Management is one of the hardest jobs in any company.
Take a look at what most Sales Managers are juggling on any given day:
- Growing the skills and performance of their sales staff
- Hitting aggressive revenue targets
- Navigating internal politics and personality clashes
- Being the “Excuse Stopper” – no matter what the situation
- Holding every rep accountable to the number
- Absorbing constant changes in corporate direction
- Sitting through endless meetings that rarely move the needle
- Dealing with “Sales Prevention Departments” – teams that unintentionally (or otherwise) block progress
- Trying to sell products or services that aren’t even fully built yet
And that’s just Tuesday.
Sales Managers live between a rock and a hard place, every single day. They’re tasked with delivering results without always having the tools, clarity, or internal alignment to do so efficiently.
If you’re in a leadership role and not directly in Sales Management, take a minute to consider that list above. Then ask yourself: Are we setting up our Sales Managers to succeed, or are we leaving them to survive?
What Great Sales Management Actually Looks Like
To elevate sales performance at scale, it starts with understanding and supporting the 5 Core Responsibilities of a high-performing Sales Manager:
1. Sales Coaching
This isn’t about ride-alongs or “checking in.” It’s about weekly, structured sessions with each rep focused on real improvement. There must be a clear system, a defined lesson, and a plan for action. If there’s no coaching, there’s no growth. This is #1 responsibility for a Sales Manager. No question!
2. Accountability
Sales Managers must drive daily behaviors that lead to outcomes — not just monitor results after the fact. Activity tracking, follow-through, and performance standards must be a daily routine, not an afterthought.
3. Motivation
Sales Managers need to understand what drives each individual on their team. Whether it’s intrinsic, extrinsic, problem-solving, or goal-oriented motivation — it’s their job to leverage it and keep performance consistent.
4. Talent Management
This means monthly evaluations that go beyond numbers. Identifying strengths, weaknesses, and gaps — then putting plans in place to develop what’s working and eliminate what’s not. People development is not optional.
5. Recruiting A-Players
Top-tier Sales Managers are always recruiting. Why? Because A-players raise the bar, and B-players don’t want to compete with them. Great teams are built continuously, not in desperation.
Your Call to Action
If you’re serious about growing revenue, start by investing in Sales Management Excellence.
Support your Sales Managers. Train them. Coach them. Hold them accountable — not just for hitting the number, but for living out these five core responsibilities consistently.
And above all, stop treating Sales Managers like a bridge between leadership and the front lines.
They are leadership.
And it’s time we treated them that way.
Want to see how your Sales Managers stack up?
We offer a complimentary Sales Manager Insights Report to help identify strengths, blind spots, and growth areas. Email me at rocky@salesdevelopmentexpert.com and I will send you a link ASAP.
salesdevelopmentexpert.com , Rocky Lagrone , Complimentary Consultation