What does a sales and marketing manager do?
Marketing managers are experts in marketing a product or business. They take charge of a lot of responsibilities in the business. These include the integration of budgets and estimates for marketing campaigns, involvement in negotiations, and collaboration with advertising agencies. It is their job to research and develop marketing opportunities. They perform managerial duties in line with the company's operational goals. Also, they plan and implement new plans for the sales of the company.
Sales and marketing manager responsibilities
Here are examples of responsibilities from real sales and marketing manager resumes:
- Qualify leads with Linkedin, Slideshare and Google+, prospect new and define opportunities with existing.
- Develop and execute strategies that help achieve budget and revenue goals, consistent RevPAR growth, and transient business.
- Manage proposals, contracts and client relations resulting in increase room nights, ADR, revenues and loyalty to the brand.
- Review draft and submit RFP responses and manage follow-up communications.
- Design marketing and advertising collateral, manage company website, SEO and social media
- Maximize ROI by establishing, executing and managing online advertising and promotional campaigns.
- Exhibit Delphi, use in room and space booking knowledge.
- Work with customers to build detail use cases, test cases and QA plans.
- Recommend change to Delphi (property management system) with involvement in the implementation of the system property wide.
- Adjust sales plans according to plan targets for revenues, expenses, ADR, RevPAR, and guest satisfaction.
- Develop and promote sales, CRM engagement, media training and social media management in the company and its partners.
- Play key role in designing new CRM solutions with CIO and regional marketing team to track and forecast sales activity.
- Generate business-winning proposals and RFP responses.
- Overhaul and enhance social media presence including company Facebook and page.
- Evaluate the ROI of diverse customer acquisition strategies to ensure achievement of profitability goals.
Sales and marketing manager skills and personality traits
We calculated that 13% of Sales And Marketing Managers are proficient in Customer Service, Digital Marketing, and Customer Satisfaction. They’re also known for soft skills such as Creativity, Interpersonal skills, and Organizational skills.
We break down the percentage of Sales And Marketing Managers that have these skills listed on their resume here:
- Customer Service, 13%
Secured additional business by providing exceptional customer service, offering diverse product line and having well trained field personnel.
- Digital Marketing, 10%
Created user stories for IT development requirements to support operational and functional improvements for digital marketing campaigns.
- Customer Satisfaction, 8%
Lead a culturally diverse team located globally while created training and motivational programs to reward resort employees to increase customer satisfaction.
- Product Development, 7%
Improved product marketability and profitability by researching, identifying, and capitalizing on market opportunities, coordinating new product development.
- B2C, 7%
Developed proposal and conferred with clients to define and develop effective presentation to B2B and B2C.
- Sales Process, 6%
Identify customers' product needs using a consultative sales process to develop solutions leading to mutual profitability.
Most sales and marketing managers use their skills in "customer service," "digital marketing," and "customer satisfaction" to do their jobs. You can find more detail on essential sales and marketing manager responsibilities here:
Creativity. To carry out their duties, the most important skill for a sales and marketing manager to have is creativity. Their role and responsibilities require that "advertising, promotions, and marketing managers must be able to generate new and imaginative ideas." Sales and marketing managers often use creativity in their day-to-day job, as shown by this real resume: "plan and direct sales promotion, coordinating with other departments to ensure inventory levels are increased to match promotional products. "
Interpersonal skills. Another soft skill that's essential for fulfilling sales and marketing manager duties is interpersonal skills. The role rewards competence in this skill because "managers must deal with a range of people in different roles, both inside and outside the organization." According to a sales and marketing manager resume, here's how sales and marketing managers can utilize interpersonal skills in their job responsibilities: "incited sales growth through professional customerprogramming, and interpersonal skills service and digital marketing techniques. "
Organizational skills. sales and marketing managers are also known for organizational skills, which are critical to their duties. You can see how this skill relates to sales and marketing manager responsibilities, because "advertising, promotions, and marketing managers must manage their time and budget efficiently while directing and motivating staff members." A sales and marketing manager resume example shows how organizational skills is used in the workplace: "led cross organizational sourcing reviews to identify opportunities for consolidation, automation and standardization of products and sales processes. "
Analytical skills. sales and marketing manager responsibilities often require "analytical skills." The duties that rely on this skill are shown by the fact that "advertising, promotions, and marketing managers must be able to analyze industry trends to determine the most promising strategies for their organization." This resume example shows what sales and marketing managers do with analytical skills on a typical day: "managed direct and indirect sales, marketing and customer databases. "
Communication skills. A commonly-found skill in sales and marketing manager job descriptions, "communication skills" is essential to what sales and marketing managers do. Sales and marketing manager responsibilities rely on this skill because "managers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process." You can also see how sales and marketing manager duties rely on communication skills in this resume example: "maintain constant communication with tour operators to ensure sales objectives are met. "
The three companies that hire the most sales and marketing managers are:
- Conagra Brands15 sales and marketing managers jobs
- BAYADA Home Health Care12 sales and marketing managers jobs
- Genesee & Wyoming9 sales and marketing managers jobs
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Compare different sales and marketing managers
Sales and marketing manager vs. Manager, field marketing
A field marketing manager oversees a company's field marketing operations, aiming to improve brand awareness and reach sales goals. Their responsibilities primarily revolve around devising marketing strategies, participating in organizing campaigns and trade shows, setting objectives for the team, and monitoring the progress of marketing programs, ensuring they are functioning effectively and efficiently. There are also instances when the manager must address issues and concerns, performing corrective measures when necessary. Furthermore, as a manager, it is essential to lead and encourage the team to reach company goals while implementing the company's policies and regulations.
There are some key differences in the responsibilities of each position. For example, sales and marketing manager responsibilities require skills like "customer service," "customer satisfaction," "product development," and "b2c." Meanwhile a typical manager, field marketing has skills in areas such as "integrated marketing," "project management," "salesforce," and "marketing campaigns." This difference in skills reveals the differences in what each career does.
Managers, field marketing really shine in the technology industry with an average salary of $100,565. Comparatively, sales and marketing managers tend to make the most money in the technology industry with an average salary of $89,761.managers, field marketing tend to reach similar levels of education than sales and marketing managers. In fact, managers, field marketing are 1.4% less likely to graduate with a Master's Degree and 0.1% less likely to have a Doctoral Degree.Sales and marketing manager vs. Brand manager
A brand manager is an individual responsible for adapting a brand strategy that targets the potential market for a company's product while maintaining its integrity. Brand managers assist in developing products while managing budgets for the advertising and promotion of their new products. They usually work under the supervision of marketing managers or chief marketing officers (CMOs) to implement and execute their marketing initiatives. Brand managers also provide an analysis of sales forecasts and create reports on product sales.
In addition to the difference in salary, there are some other key differences worth noting. For example, sales and marketing manager responsibilities are more likely to require skills like "customer satisfaction," "b2c," "sales process," and "customer relations." Meanwhile, a brand manager has duties that require skills in areas such as "brand management," "project management," "integrated marketing," and "consumer insights." These differences highlight just how different the day-to-day in each role looks.
Brand managers earn a higher average salary than sales and marketing managers. But brand managers earn the highest pay in the manufacturing industry, with an average salary of $99,130. Additionally, sales and marketing managers earn the highest salaries in the technology with average pay of $89,761 annually.Average education levels between the two professions vary. Brand managers tend to reach higher levels of education than sales and marketing managers. In fact, they're 5.7% more likely to graduate with a Master's Degree and 0.1% less likely to earn a Doctoral Degree.What technology do you think will become more important and prevalent for sales and marketing managers in the next 3-5 years?
Bill Thorne
Executive Director of the NRF Foundation and Senior Vice President of Communication and Public Affairs of NRF, National Retail Federation
Sales and marketing manager vs. Marketing manager/project manager
A marketing manager/project manager oversees a company's marketing programs and projects, aiming to attract more customers and increase the brand value of a business, product, or service. They primarily perform market research and assessments to identify marketing trends and opportunities, gather and analyze data to generate business leads, study the consumer and competitors in the industry, and identify the weaknesses and strengths of existing marketing projects, utilizing information to enhance operations. Additionally, a marketing manager/project manager leads operations and empowers staff while implementing company policies and industry standards.
There are many key differences between these two careers, including some of the skills required to perform responsibilities within each role. For example, a sales and marketing manager is likely to be skilled in "customer service," "customer satisfaction," "sales process," and "sales growth," while a typical marketing manager/project manager is skilled in "project management," "marketing campaigns," "email campaigns," and "email marketing."
Marketing manager/project managers earn the highest salary when working in the technology industry, where they receive an average salary of $95,863. Comparatively, sales and marketing managers have the highest earning potential in the technology industry, with an average salary of $89,761.When it comes to education, marketing manager/project managers tend to earn similar degree levels compared to sales and marketing managers. In fact, they're 4.1% more likely to earn a Master's Degree, and 0.0% more likely to graduate with a Doctoral Degree.Sales and marketing manager vs. Marketing and operations manager
A marketing and operations manager handles the marketing program and campaigns of an organization. Marketing and operations managers plan and create production process management, data and analytics, brand compliance, and technology infrastructure. They oversee both the marketing and positioning of the product or brand they sell. It is their duty to establish promotions with advertising managers. Skills they need to develop include good motivational skills, customer service, and relation awareness, strong negotiation skills, and exceptional communication skills.
Even though a few skill sets overlap between sales and marketing managers and marketing and operations managers, there are some differences that are important to note. For one, a sales and marketing manager might have more use for skills like "customer satisfaction," "sales process," "sales growth," and "sales strategies." Meanwhile, some responsibilities of marketing and operations managers require skills like "salesforce," "project management," "crm," and "email marketing. "
Marketing and operations managers enjoy the best pay in the professional industry, with an average salary of $96,074. For comparison, sales and marketing managers earn the highest salary in the technology industry.The average resume of marketing and operations managers showed that they earn similar levels of education compared to sales and marketing managers. So much so that theyacirc;euro;trade;re 1.7% more likely to earn a Master's Degree and less likely to earn a Doctoral Degree by 0.1%.Types of sales and marketing manager
Updated January 8, 2025
