What are the primary responsibilities of a VP of Sales?

The job description covers the basic duties and responsibilities for a Vice President of Sales job or VP of Sales in an engineering or high-technology business, A Vice President of Sales is a leader charged with the task of managing a group of Sales Directors/Sale Managers to be as effective as possible. VP’s of Sales 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 Directors/Sales Managers to ensure that they are leading and mentoring their teams successfully.

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

  • Set and deliver the strategic sales plan.
  • Lead the team towards sales quota achievement goals.
  • Appointment and management of Sales Director/Sales Managers and Sales Executives.
  • Owns and manage the sales budget for the business or business unit.
  • Provides input on activity level expectations for sales teams.  
  • Work 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.  
  • Develop and recommend product positioning and pricing strategies with marketing.
  • Develop profitable business with new and existing clients.
  • Devote significant time towards mentoring, coaching and managing Sales Directors/Sales Managers.

Background of the VP of Sales?

VP’s of Sales 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. VP Sales 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 VP Sales 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 VP of Sales?

There is a huge variation in salary and reward largely dependent on scope and expectation. A VP Sales 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 VP Sales 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.  


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