When you think about the most important roles in your organization, what comes to mind? Likely, you’ll consider the CEO steering strategy, the marketing team driving demand, or the sales team closing deals. But what about the linchpin of all sales success—the sales manager?
The sales manager's role often gets overlooked, yet it’s arguably the most critical in driving sustainable growth. At Next Level, we’ve seen firsthand how a strong sales manager can transform an entire sales team while an underperforming one can drag it down. Let’s explore why this role deserves more attention and investment.
The Sales Manager’s Unique Role
Sales managers juggle a complex mix of responsibilities:
- Hiring and Developing Talent: Finding the right people and coaching them to thrive.
- Driving Accountability: Establishing clear expectations and holding team members accountable to them.
- Supporting Revenue Goals: Ensuring the team hits quotas and aligns with organizational objectives.
- Serving as the Frontline Coach: Being in the trenches, helping reps close deals, and refining their skills.
- Managing Up, Down, and Across: Balancing communication with executives, peers, and direct reports.
Despite their influence on nearly every aspect of revenue generation, sales managers are often the least trained and most neglected leaders in an organization. Being a sales manager is no small feat. Additionally, they’re tasked with:
- Handling administrative burdens that can sap time and energy from coaching.
- Balancing the demands of individual reps while keeping the broader team aligned.
- Addressing underperformers without alienating the team.
- Staying ahead of changing market dynamics and buyer behaviors.
These challenges can overwhelm even the most seasoned managers if they’re not given the tools, training, and support they need.
The ROI of a Great Sales Manager
Investing in sales managers pays dividends. Teams led by skilled, empowered managers:
- Close more deals.
- Have higher retention rates.
- Operate with greater efficiency and clarity.
Most importantly, great managers create a culture of excellence that sustains growth long after the quarter is over.
The Case for Investing in Sales Managers
Sales Managers Drive Revenue, Indirectly and Directly
Sales reps close deals, but it’s the manager who sets the stage for consistent success. They create the culture, provide the coaching, and ensure reps stay focused on the right activities. A well-trained sales manager can amplify the performance of every team member, turning average salespeople into top performers.
They Establish Accountability Without Micromanaging
Sales managers must strike a delicate balance between empowering their team and maintaining accountability. That starts with a robust expectations conversation—a principle we emphasize at Next Level. Reps need to know what's expected of them, and just as importantly, they need to understand how their manager will support their success.
They Coach, Don’t Just Manage
A sales manager isn’t just a taskmaster; they’re a coach. They role-play scenarios, observe interactions, and provide real-time feedback. Effective managers develop their reps into confident, independent professionals who can close deals with equal business stature.
How to Empower Sales Managers
At Next Level, we’ve developed strategies to help sales managers succeed. Here’s what works:
- Train Them Like You Train Your Salespeople - Most companies invest in sales training for reps but neglect their managers. This is a missed opportunity. Sales managers need training in coaching, accountability, and leadership to be effective.
- Provide Clear Guidelines and Guardrails - Managers must have a clear understanding of their role. This includes knowing how to set expectations, define success metrics, and foster a culture of positive accountability.
- Emphasize Coaching Over Admin - Sales managers should spend the majority of their time coaching and developing their team, not buried in CRM updates or paperwork.
- Measure Their Success Beyond Revenue - A great sales manager isn’t just about hitting team quotas. Their success should be measured by the development of their reps, team retention rates, and the strength of their sales pipeline.
- Recognize and Reward Their Contributions - Sales managers are often the unsung heroes of an organization. Celebrate their wins and publicly acknowledge their impact on your company’s success.
The Path Forward for Sales Managers
If your organization hasn’t made sales management a priority, it’s time to rethink your strategy. The sales manager isn’t just another cog in the machine—they’re the engine that drives performance, growth, and innovation. At Next Level, we specialize in helping companies unlock the full potential of their sales managers. Through the Sandler methodology, we equip them with the tools and confidence to lead their teams to success. The most underrated job in your organization might just be the key to your next breakthrough.
Ready to develop your sales managers into transformative leaders? Contact Next Level to learn more about our tailored coaching and training solutions.
