The role of a sales and marketing director in a company is enormous. They perform a wide range of duties and responsibilities that all aim at helping a company attain its sales goals and grow revenue. Thus, the work of people in this role is directly linked to the company's overall success.
But, what is a sales and marketing director in the first place?
Whether you are hiring for this role or looking to take it, knowing more about the job and related duties and requirements is the key to victory. Since this position is quite all-encompassing, getting clear on it can be rather complicated. But we have you covered!
In this article, Belkins has thoroughly described a sales and marketing director job. After reading it, you will know:
- Who is the director of sales?
- What does a sales director do?
- What does a job description for this role look like?
- What are the key skills, personality traits, and other requirements for this job?
- How much does a person in this role make?
Let’s dive in!
What Does a Sales Director Do?
Whether you are hiring a director of sales and marketing or planning to become one yourself, the first thing you have to know about this job is the definition. So, let’s take it from there.
In a nutshell, a director of sales and marketing is an individual who heads both departments and oversees all sales and marketing efforts within the organization. The core goal of people in this role is to help the company streamline its marketing and sales operations and ensure that its annual sales targets are achieved.
What does a sales director do? Since it is a leading position, it implies a high level of responsibility and spans a broad range of duties. Namely, people in this role are often tasked with defining marketing strategies, setting sales objectives, establishing quotas for sales teams, managing budgets, and evaluating the performance of the two departments. According to a director of sales and marketing job descriptions, this specialist’s key role is to shape and coordinate a company’s sales and marketing activities.
Director of Sales and Marketing Key Duties and Responsibilities
As was already mentioned, the director of sales and marketing job can span a broad range of duties. Every particular company can apply different responsibilities for this job, depending on its business needs.
Still, there is a list of the core tasks always inherent in a director's job. Here they are:
- Coordinating the work of the sales department and streamlining sales operations.
- Developing strategic sales plans and setting measurable sales quotas for every sales plan.
- Overseeing the work of sales representatives and sales managers and ensuring that the sales department is meeting sales targets.
- Providing the necessary support to help sales team executives generate more sales leads and close more deals to achieve sales targets.
- Representing the company at various trade shows, meetings, associations, and other events to promote its programs, products, and services.
- Supporting the sales team by giving presentations, following up on potential clients, and creating special accounts for high-profile clients.
- Developing and managing customer relations and helping sales representativesimprove client satisfaction and ensure customer loyalty.
- Identifying clients' key needs and expectations, developing collateral, and managing product or service prices and discounts.
- Supporting international marketing and sales efforts of the business.
- Tracking the key performance metrics of sales representatives and assessing their ability to achieve annual sales targets.
- Creating sales reports and executing meetings to discuss how well the sales team achieves its goals.
- Developing marketing strategies.
- Overseeing the work of the marketing team and ensuring that it contributes to the achievement of the company’s annual sales targets.
- Planning and implementing effective marketing campaigns.
- Identifying and developing new sales and marketing channels and other opportunities to help the company build up client satisfaction and achieve its revenue targets.
- Building positive relationships with existing and new employees within the sales and marketing teams and ensuring that all team members work productively towards achieving targets.
- Developing and maintaining an external network of clients, partners, and peers, which sometimes can require directors to negotiate contracts and deals when necessary, etc.
This is a broad list of the core sales and marketing responsibilities. As you can see, many duties listed here are similar to those in a typical marketing or sales manager job description. Indeed, the responsibilities are similar to other managerial positions. However, the work of a head of sales and marketing is much more all-encompassing as it implies managing two departments simultaneously and ensuring their efforts align.
Sales and Marketing Director Skills and Personality Traits
When hiringsales directors, different companies can dictate their requirements for this role based on their specific business needs. Sometimes, the conditions can differ significantly.
Nevertheless, a basic set of skills and personality traits must always be inherent in a successful candidate for this role. So, whether you are looking for a sales director job for yourself or are hiring for this role, here are the essential requirements that should be there:
In their work, sales directors have to communicate with lots of people. This includes internal staff, partners, and the company’s customers too. Therefore, every good director must demonstrate outstanding verbal and written communication skills. People in this role must be able to communicate their ideas efficiently and be excellent negotiators as well.
As you already know, the core task of every sales director is to manage the work of the marketing and sales staff. A person in this role must be able to foster positive relationships inside teams, align the goals and efforts of all staff members, and motivate employees to attain set sales goals. To do this, every good director must demonstrate exceptional leadership skills. They have to be natural-born leaders who can win the team's loyalty and make every employee follow them.
Having to deal with tons of different marketing and sales operations, strategies, targets, sales reports, and other related challenges can be pretty stressful. Therefore, a good director must simultaneously be a great leader and a powerful personality. They must be able to work under pressure and tight deadlines and resist stress.
A sales and marketing director has to oversee the work of two teams, measure every employee’s performance, and find ways to improve the process and, respectively, the outcomes of the teams’ work. To do this, a person in this role must be able to think critically. Thus, rational thinking is also among the essential qualities for candidates for this role.
Often, directors will face various problems when developing sales and marketing strategies, setting goals, and finding areas for improvement. So, being able to find quick and effective solutions is another quality that every sales and marketing director must possess. They have to demonstrate excellent problem-solving skills.
Apart from solving issues quickly and efficiently, a sales and marketing director also often needs to approach them creatively. Being able to think outside the box will also help directors identify new business opportunities and improve sales. So, it is another must-have trait.
An Eye for Detail
Finally, there is one more personality trait that every person in this role should possess. In order to streamline the sales process, set targets, measure the employees’ performance, put together sales reports, and identify new opportunities, sales directors must have an exceptional eye for detail.
Apart from having a specific personality and possessing the skills needed to be a good director, every candidate for this role also has to meet a number of additional requirements.
The first basic requirement is education. Every candidate for this job must submit a high school diploma or a GED score. But that’s not all. As for the higher education requirements, most employers seek directors with at least a Bachelor's degree in marketing, hospitality, business administration, or related fields. Of course, applicants with a higher level of education always have a competitive advantage over those who meet the baseline requirements. However, landing this job with just a Bachelor's degree is still possible.
Apart from education, every potential director of sales must possess broad work experience in their field. When hiring for this role, most employers often look for candidates with 5 years of professional experience (as the least) in sales and marketing plus some additional experience in sales management roles. This is the baseline requirement. Of course, the more experienced director is, the better and the higher the pay.
Lastly, apart from education and experience, an ideal candidate for this job should also possess in-depth knowledge of:
- Sales department organization;
- Sales process;
- Marketing strategies;
- Sales and marketing best practices;
- Customer needs and best practices for improving customer satisfaction, etc.
On top of that, when suitable candidates land the job, they are also expected to always keep an eye on the changing market conditions and rising marketing trends that can help a business to identify new marketing opportunities and increase sales.
Sales and Marketing Director Job Description
Now that you know about the core duties and responsibilities involved in the director of sales and marketing job, you might wonder as well what a solid job description for this role should look like.
Here, we have to note that crafting a job description that spans such a broad range of duties can be quite challenging. But we have you covered! Below is a compelling sales job description template that can be used to fill the head of sales and marketing position in your team:
Marketing and Sales Director Job Description: comparison table
Company X is hiring a director of sales ＆marketing. We are on the hunt for a dedicated, skilled, and experienced professional who can streamline our company's marketing and sales operations and ensure our business's scalable growth.
We are looking for a self-motivated and customer-oriented professional with a proven track record in marketing and sales who will be responsible for designing and achieving our sales goals.
Director of Sales and Marketing Salary
Finally, whether you are a business seeking skilled professionals to fill this position or an individual hoping to land this job, one last thing you might be wondering about is how much a director of sales makes. So, let’s take a moment to identify a typical director of sales and marketing salary.
According to Indeed, the average salary of a good director is $75,436 per year plus the additional $20,000 in commissions. However, as it is in literally every industry and job title, the sum of compensation can vary significantly from one company to another.
The pay at every particular company depends on multiple factors. First of all, it depends on the size of the business and the company’s needs. Secondly, the base salary also depends on the qualifications and experiences of every potential employee. Sometimes, a successful candidate can be offered a higher wage for better matching a job description and having broader experience in related jobs.
Lastly, when it comes to commissions, which are a part of the sales director salary, they are not fixed. The annual commission depends mainly on a particular employee's benefits to the business. Respectively, skilled professionals that manage to help their companies attain their annual sales quotas, expand the customer base, and implement gross profit plans in life make more money in commissions.