What are the primary responsibilities of a Sales Director?

The job description covers the basic duties and responsibilities for a Sales Director in an engineering or high-technology business. A Sales Director is a leader charged with the task of managing a group of Sales Managers to be as effective as possible.

Sales Directors are high-level executives whose roles in the companies they work for entail crafting national or international sales plans, justifying those plans to a board of directors or CEO, and supervising regional sales managers to ensure that they are leading and mentoring their teams successfully.

Duties include, but are not limited to of the Sales Director:

  • Appointment and management of Sales Managers and Sales Executives/Account Managers.
  • Owns the sales budget for the business or business unit.
  • Provides significant input into the sales strategy and activity level expectations for sales teams.  
  • Works closely with product marketing and marketing communications to provide Voice Of Customer (VoC), market intelligence, pricing and sales support.  
  • Set and executes the go-to-market strategy with regard to channels – direct, partner, agent, distributor. 
  • Sets strategy for account management and business development to address emergent market opportunity.  
  • Establish relationships within new customers in order to develop high margin orders.
  • Develop sales processes which are repeatable and effective.
  • Manage prospect information and record activity for analysis

Background of the Sales Director?

Sales Directors have truly diverse backgrounds but almost all will have spent time in a regional or territory based sales role and seen career development that has entailed increasing levels of responsibilities across budget, headcount and geography.

Sales Directors tend to have a market technology bias and will often stay within that bias even when changing employer. Unlike Sales Manager or Sales Engineers a Sales Director will be more concerned with sales strategy and vision rather than the customer-by-customer detail of the execution of the plan. Levels of education vary but more and more businesses are seeking Degree qualified individuals and often times their education will be supplemented with further specific sales related courses.

What are the salary expectations of a Sales Director?

There is a huge variation in salary and reward largely dependent on scope and expectation. In a small engineering business of c£10M turnover a Sales Director may have a base salary of £75K whereas a Sales Director for a Global Corporate Technology business may have a base salary in excess of £200K. As a broad rule in the technology sector the fixed / variable ratio for Sales Directors in Engineering varies from 70/30 to 50/50 and may be achieve through a % of sales, profit, EBIT along with some objective based potential.  


Sales Director

UK Executive Package + equity + LTIP + benefits Leadership

Director Of Mechanical Engineering

M4 Corridor Up to £150K Base + 20% bonus + pension Leadership, Engineering & Technology



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