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Senior sales and marketing manager skills for your resume and career

Updated January 8, 2025
5 min read
Quoted experts
Adry S. Clark Ph.D.,
Andrea Dixon Ph.D.
Below we've compiled a list of the most critical senior sales and marketing manager skills. We ranked the top skills for senior sales and marketing managers based on the percentage of resumes they appeared on. For example, 32.9% of senior sales and marketing manager resumes contained sales process as a skill. Continue reading to find out what skills a senior sales and marketing manager needs to be successful in the workplace.

15 senior sales and marketing manager skills for your resume and career

1. Sales Process

Here's how senior sales and marketing managers use sales process:
  • Managed the sales process by assisting sales team and prospective residents in the decision making-process.
  • Developed sales process, responsibility matrixes, capture plans and reporting tools for seven Healthcare Project Executives.

2. Account Management

The process of strengthening the relationship between a company and client is called account management. Effective account management has two key objectives, one is to retain loyal customers and the second one is to help the company grow by creating connections with new customers.

Here's how senior sales and marketing managers use account management:
  • Establish and refine sales best practices, emphasizing consultative approach to account management.
  • Worked on a multi-functional team specializing in account management, recruiting, marketing, and curriculum development.

3. Channel Marketing

Here's how senior sales and marketing managers use channel marketing:
  • Retail Channel marketing support; channels of distribution included Walmart and Best Buy.
  • Transformed competitive landscape with innovative operator/channel marketing strategies.

4. B2C

The term business-to-consumer (B2C) refers to the process of selling services and products directly between a business and consumers and the organizations that follow this format of selling are referred to as B2C companies. This format enables companies to sell products directly to the consumer and bypassing third-party retailers, wholesalers, and other middlemen.

Here's how senior sales and marketing managers use b2c:
  • Defined indirect (B2B) and direct (B2C) marketing and sales strategies, including affiliate marketing program.
  • Delivered profits in challenging B2C markets by monetizing a variety of artist content across physical and digital retail channels.

5. CRM

CRM stands for Customer relationship management and it is a complete process through which a business or organization monitors and administers its interactions with the customers. A process in which large amounts of data are collected through marketing via a company's website, polls, surveys, and other social media applications. The basic goal of CRM is to target the right audience for their product, and then fulfill their needs, to increase the sales and revenue of the company.

Here's how senior sales and marketing managers use crm:
  • Implemented ACCPAC CRM system to track sales calls, prospects, and customer service visits.
  • Project Manager for development of CRM database used to track all accounts and leads.

6. Digital Marketing

Here's how senior sales and marketing managers use digital marketing:
  • Created SEO/SEM and digital marketing strategies for our two web sites HermanosGuasch and Barcelona Charter.
  • Managed website content, all aspects of digital marketing and in/out teams of developers.

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7. Project Management

Here's how senior sales and marketing managers use project management:
  • Supported sales on revenue-generating concept development, proposal writing, and project management.
  • Project Management Responsible for joint venture contract administration; liaison between internal & external legal counsel.

8. Professional Development

Professional development means to have the essential training certification or education with the purpose of earning and having a successful career. Every job requires a different set of skills. However, new skills may be needed in the future. Professional development, in this regard, helps people to develop and polish the skills and become efficient workers.

Here's how senior sales and marketing managers use professional development:
  • United Professional Development Program: promotion to lead Marketing & Business Development Team.

9. Business Development

Business development is the ideas or initiatives that work to make business work better. Selling, advertising, product development, supply chain management, and vendor management are only a few of the divisions involved with it. There is still a lot of networking, negotiating, forming alliances, and trying to save money. The goals set for business development guide and coordinate with all of these various operations and sectors.

Here's how senior sales and marketing managers use business development:
  • Achieved sales results through outside business development and community involvement.
  • Prospected for new business in a competitive market with cold calling, presentations and new business development.

10. Marketing Campaigns

Here's how senior sales and marketing managers use marketing campaigns:
  • Designed measurable matrix monitoring new leads, marketing campaigns and sales reps activity building upon only successful marketing campaigns.
  • Created and tracked a variety of successful marketing campaigns to improve product effectiveness, acquisition and customer relations.

11. Sales Strategy

Here's how senior sales and marketing managers use sales strategy:
  • Established and executed an enterprise sales strategy for this team of accomplished technologists who developed a proprietary virtual call center solution.
  • Implemented strategic restructuring of the entire organization including personnel resources, operational procedures, sales strategy, and financial management system.

12. Product Development

Product development is the complete procedure of creating a product from concept until release of the final product. Product development has many stages after which a product is released into the market. Identifying the need, creating the opportunity, conceptualizing a product, and providing a solution, all are different stages of product development.

Here's how senior sales and marketing managers use product development:
  • Served as North American representative in defining global custody product development needs for business.
  • Created and sold products and services including licensing, training, technical support programs, and customer product development programs.

13. Market Research

Market research is a collective effort to collect information related to a consumer's needs and wants. It is a systematic approach that involves recording and analysis of both qualitative and quantitative data. Market research helps a business to identify a target market correctly and identify the gaps in potential consumer's expectations.

Here's how senior sales and marketing managers use market research:
  • Fuel internal and external market research to uncover opportunities for continuous program and performance improvement.
  • Implemented market research for new product positioning and made recommendations to senior management.

14. Trade Shows

Here's how senior sales and marketing managers use trade shows:
  • Created and delivered presentations on product capability to diverse organizations; prepared effective and eye-catching materials for trade shows.
  • Plan company events including industry-wide solar trade shows and internal technical sales training seminars.

15. Lead Generation

Here's how senior sales and marketing managers use lead generation:
  • Managed global marketing activity, strategy, budget, programs, lead generation and inside sales functions.
  • Designed digital media kits and worked within CMS to drive lead generation.
top-skills

What skills help Senior Sales And Marketing Managers find jobs?

Tell us what job you are looking for, we’ll show you what skills employers want.

What skills stand out on senior sales and marketing manager resumes?

Adry S. Clark Ph.D.Adry S. Clark Ph.D. LinkedIn profile

Director, Western Oregon University

The skills that stand out on resumes fall into two categories: 1) Skills required to do the job and 2) Skills almost all employers look for. The most important aspect of resumes is to make sure it reflects exactly what the employer needs. Study the job description, identify key skills, and have them reflected on your resume. Think about transferrable skills, not the specific roles you've had.

Most employers look for skills such as communication (written/oral), flexibility, proactivity, problem-solving, project management, and technical. Make sure to cultivate those skills in whatever role you have, and have examples that demonstrate those skills.

What soft skills should all senior sales and marketing managers possess?

Andrea Dixon Ph.D.

Executive Director, Center for Professional Selling, Frank and Floy Smith Holloway Endowed Professorship in Marketing, President, University Sales Center Alliance 2019-2021, Baylor University

Since sales professionals have a lot of information available to them today via customer relationship management (CRM) systems, the sales manager's "supervisory" role is less important (especially for experienced sellers). Consequently, the sales manager needs to be more of a coach and enabler of high performance. Having confidence balanced with humility allows the sales manager to engage more effectively with their salespeople.
One of the critical soft skills for sales managers going forward will be the ability to connect members of the sales team to others in the organization - in other words, the sales manager of the future needs to have strong skills in network building for others. Sellers have access to data which helps them build success.
They also need access to the right people to turn to when they need specific expertise or assistance.

What hard/technical skills are most important for senior sales and marketing managers?

Andrea Dixon Ph.D.

Executive Director, Center for Professional Selling, Frank and Floy Smith Holloway Endowed Professorship in Marketing, President, University Sales Center Alliance 2019-2021, Baylor University

One of the growing technical skill requirements for sales managers is in the area of data analytics. Our performance and customer systems provide a myriad of data, and the role of the sales manager is to be a sense-maker of that mound of data. What are the implications for changes in strategy or behavior evident in last quarter's activity? How can the sales manager help a specific seller "see" where the data suggest new approaches?

What senior sales and marketing manager skills would you recommend for someone trying to advance their career?

Kaustav Misra Ph.D.Kaustav Misra Ph.D. LinkedIn profile

Associate Dean, Central Connecticut State University

This pandemic taught us many things and one important thing that we have an efficiency gap.

The way of doing business will be much more technology orientated. Hence graduates should be ready to unskill and upskill their credentials. This time it is necessary to forget the old way of doing business and learn new skills to get a job or stay in a current job. Soft skills have become much more important than before, but a different soft skill set would be essential to interact with future market participants. Thus, a gap year should be utilized to unskill-upskill and enhance relevant credentials by getting into short-long term programs, training, and workshops would be highly recommended.

What type of skills will young senior sales and marketing managers need?

Dr. Donald SiegelDr. Donald Siegel LinkedIn profile

Foundation Professor of Public Policy and Management and Director, Arizona State University

In our field, computer skills and proficiency with technology and data are in great demand (e.g., data analytics and engineering applications)

What technical skills for a senior sales and marketing manager stand out to employers?

Todd Lee GoenTodd Lee Goen LinkedIn profile

Instructor & Internship Director, Christopher Newport University

Technical skills are often industry and/or position specific. Applicants should highlight any technical skills related to the position advertisement and those that add value to the position/organization. Most importantly, requirements for technical skills change with time and technological advances. This means employers value workers capable of adapting to change and continually improving and acquiring new technical skills. Thus, it's usually more important to demonstrate you are capable of learning and developing technical skills than it is to have a specific skill set upon hire (although this is not true for some positions/industries).
That said, technical skills related to online presentations, virtual meetings, virtual networking, remote working and the like are hot commodities right now. While most organizations were in the process of adopting many of these technologies and ways of doing business pre-pandemic, the pandemic accelerated the process. Organizations are making it work, but they often don't know best practices or the most efficient means of working in the largely virtual, pandemic environment. Post-pandemic, many of the remote/virtual changes the pandemic brought will stay in some form. Technical skills that support this type of workplace will make applicants stand out to many employers because they need/want to do virtual/remote business better.
Do you want to know more?
Read more about what experts have to say about senior sales and marketing manager

List of senior sales and marketing manager skills to add to your resume

Senior sales and marketing manager skills

The most important skills for a senior sales and marketing manager resume and required skills for a senior sales and marketing manager to have include:

  • Sales Process
  • Account Management
  • Channel Marketing
  • B2C
  • CRM
  • Digital Marketing
  • Project Management
  • Professional Development
  • Business Development
  • Marketing Campaigns
  • Sales Strategy
  • Product Development
  • Market Research
  • Trade Shows
  • Lead Generation
  • Market Trends
  • ROI
  • Sales Growth
  • Sales Training
  • SEO
  • Competitive Analysis
  • Sales Performance
  • Business Plan
  • RFP
  • Direct Sales
  • Sales Channels
  • Training Programs
  • Contract Negotiations
  • Product Launches
  • Sales Revenue
  • Press Releases
  • Client Relationships
  • Promotional Campaigns
  • OEM
  • Market Penetration
  • Local Community
  • Sales Presentations
  • Revenue Growth
  • POS
  • Business Relationships
  • Email Campaigns
  • Cold Calls
  • Media Sales
  • Facebook
  • Direct Reports
  • Program Development
  • Sales Volume

Updated January 8, 2025

Zippia Research Team
Zippia Team

Editorial Staff

The Zippia Research Team has spent countless hours reviewing resumes, job postings, and government data to determine what goes into getting a job in each phase of life. Professional writers and data scientists comprise the Zippia Research Team.

Updated January 8, 2025

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