What is the difference between a sales manager and a commercial manager?

On the other hand, a commercial manager is concerned with developing ways for the company to grow and find new opportunities for the sales department. In this light, a commercial manager is almost related to a marketing position.

For example, a sales manager may be responsible for the selling of a specific product service, whereas a commercial manager would handle any advertising or promotions related to that product or service, in addition to overseeing other aspects of the business.

Consistent with this, a sales manager is more focused on achieving short-term goals, whereas a commercial manager is focused on the long-term strategy.

In terms of decision-making, a sales manager is usually more focused on the operational level. They make decisions that directly affect the performance of their sales team, such as setting individual sales targets, managing budgets for sales campaigns, or implementing specific sales strategies. Their success is often measured by their ability to meet or exceed these targets within the given timeframe.

A commercial manager, in contrast, operates at a strategic level. They make decisions that shape the overall direction of the company's commercial activities. This could involve identifying new markets to enter, negotiating partnerships with other businesses, or shaping the company's overall sales and marketing strategy. Their success is typically evaluated based on the company's long-term growth and profitability.

The relationship between a sales manager and a commercial manager is complementary. The commercial manager sets out the broader strategic goals, and then the sales manager works to implement these strategies. Both roles are crucial for a business to successfully sell its products or services.

Each role requires a different set of competencies as well. A good sales manager needs to excel at motivating and coaching their team, as well as analyzing sales data to make informed decisions. A successful commercial manager needs to have a sound understanding of market trends and business strategy, as well as strong negotiation skills.