The Sales Department Manager from 10 years ago and the one today are two completely different people. New technologies, shifting consumer preferences, and increasing competition consistently shape how sales are conducted. At the center of all this activity stands the Sales Department Manager, striking a balance between the company's ambitions and market reality.

In one of our previous articles, we discussed the Valuable Final Product (VFP) of a sales manager. In this piece, we'll examine how the responsibilities of the Sales Department Manager have evolved and what new tasks have emerged in their duty list over the past few years.

Key Competencies of a Sales Department Head

The position of a Sales Department Manager requires the adept and masterful management of subordinates. This is because the sales department is that division of a company where unexpected situations often arise, as it deals directly with people. Among these people, you find both the kind and pleasant as well as the cunning and unpleasant. Therefore, the manager needs to swiftly support and inspire sellers, as their job is associated with a plethora of objections, failures, and rejections.

However, the ability to work with people, to motivate, educate, and guide them is just a part of the job. Here are other crucial competencies a manager should possess:

1. Strategic Thinking

- Global Vision: A manager should be able to see the bigger picture, understand how changes in one segment can impact other aspects of the business, and so on.

- Forecasting: The ability to embed market trends and changes, adapting the sales strategy to new conditions.- Adaptability: Flexibility in adjusting strategic plans.

2. Team Management

- Delegation: The skill of effectively assigning tasks, providing clear instructions, and monitoring their execution.

- Motivation: Creating conditions to enhance employee motivation and maintaining a high level of engagement.

- Development and Training: Consistent investment in the professional growth of the team, organizing training sessions and seminars.

3. Analytical Skills

- Data Collection: Using modern tools and technologies for effective data gathering about sales, clients, and the market.

- Analysis: Deeply dissecting the received information to identify strengths and weaknesses, pinpointing trends.

- Data-driven Decision Making: Relying on factual data when making decisions, not solely on intuition.

4. Technological Literacy

- Knowledge of CRM systems: Actively using them to optimize sales processes, enhance customer relations, and increase team efficiency.

- Digitalization: Implementing new technological solutions in sales.

- Continuous Learning: It's crucial for a manager to stay updated with the latest technological innovations and advancements that can improve the sales process.

The Role of the Sales Department Manager in 2023

• Developing a Sales Strategy

In the era of digitalization, the sales department manager must take into account the peculiarities of online platforms, social networks, and mobile applications when formulating a strategy. For instance, focusing on sales through social networks may be essential for maintaining contact with a segment of the target audience.

• Selecting and Training Employees for Digital Environment Work

Modern salespeople should be familiar not only with the product but also with digital tools. The manager should organize training for employees to work with CRM systems, messengers, and other platforms for more effective interaction with clients.

• Monitoring and Analysis Using Big Data and AI

The use of data has become a key element of successful business. The sales department manager in 2023 should actively employ big data analysis tools and artificial intelligence to forecast sales, identify trends, and detect customer needs.

• Quality Control of Online Service

Customer satisfaction in the digital age encompasses not just physical sales points but also online contact points. This could include monitoring feedback on websites, apps, and social networks, as well as responding to negative reviews in real-time.

• Interacting with Other Departments through Digital Platforms

Working in a unified digital environment requires the sales department manager to establish effective interaction with other departments through cloud solutions, joint projects based on digital platforms, and the use of modern communication tools. For example, joint planning of promotions with marketing through integrated accounting and analytics systems.

Main Mistakes When Defining the Functions of a Manager

• General Phrases

When a manager's functions are described too abstractly, it can lead to confusion and misunderstandings. For instance, the goal of "increasing sales" without specific numbers and implementation methods can be perceived differently by employees within the same department.

• Overloading with Functions

The urge to burden a manager with a multitude of responsibilities can lead to scattered attention and ineffectiveness in accomplishing key tasks. If a manager deals with analytics, personnel management, marketing, and a dozen other directions at the same time, the effectiveness of each function may decrease.

• Ignoring Trends

Overlooking digital innovations and technologies when defining a manager's functions in today's world can result in outdated approaches and missed important market opportunities. Neglecting aspects such as Big Data, artificial intelligence, or digital platforms can make the manager's actions less effective.

• Lack of Adaptability

A manager's functions should be flexible enough to adapt to a changing market. If the functions are formulated too rigidly and conservatively, this can hinder quick responses to new challenges and changes in the external environment.

• Ignoring Communication Skills

In the modern world, a sales department manager must be not only a strategist and analyst but also an excellent communicator. Underestimating or overlooking this role can lead to misunderstandings within the team, insufficient employee motivation, and problems in interacting with clients.

The sales department manager plays a pivotal role in shaping the company's revenue. Their competencies and functions are constantly evolving, and to be successful, it's crucial to be one step ahead, adapting to new conditions and work tools.