Use this Sales and Marketing Manager job description template to attract candidates who can align demand generation, improve sales conversion, and direct a shared commercial plan. Adapt the customer segments, sales model, budget authority, and team structure to your organization’s combined sales and marketing remit.

A Sales and Marketing Manager leads commercial decisions across both functions, connecting target customers, propositions, campaigns, selling activity, and revenue under one plan. The remit requires authority over marketing priorities and sales execution, rather than just maintaining shared systems or coordinating separate department heads.

A Sales and Marketing Manager connects customer demand with effective selling so both teams pursue the same commercial priorities. Their key responsibilities include:

• Setting shared customer segments, propositions, and commercial priorities across marketing activity and sales execution.

• Aligning campaign budgets with selling capacity, follow-up readiness, and realistic revenue expectations.

• Leading sales and marketing colleagues through common targets, operating reviews, and coordinated changes.

• Using buyer feedback and conversion evidence to improve campaigns, sales conversations, and market focus.

• Reviewing acquisition costs, pipeline quality, conversion, and revenue together to guide resource decisions.

Sales and Marketing Manager Job Description Template

We are looking for a Sales and Marketing Manager to lead a shared plan from customer interest through sales conversion. You will bring commercial judgment, experience guiding both functions, and the ability to balance growth ambitions with credible demand, selling capacity, and delivery commitments.

In this role, you will set segment priorities, direct campaigns and sales activity, and review customer-journey results. You will work with sales, marketing, finance, product, and customer-facing teams to refine propositions, allocate resources, improve follow-through, and explain the commercial impact of your decisions.

Sales and Marketing Manager Roles and Responsibilities

Combined leadership improves the whole commercial process. Generating interest has limited value when sellers cannot follow up or propositions fail in customer conversations.

Key responsibilities include:

• Develop an integrated sales and marketing plan with shared customer segments, propositions, objectives, and commercial assumptions.

• Translate the plan into coordinated campaign priorities, sales activity, team responsibilities, and a practical operating calendar.

• Allocate approved budgets and selling capacity together, explaining trade-offs between demand generation, conversion work, and account development.

• Agree lead qualification, handover, follow-up, and feedback expectations so interest moves through a clear sales process.

• Lead and coach sales and marketing colleagues against shared priorities while preserving the specialist skills each function needs.

• Review buyer conversations, campaign responses, and win-loss evidence to identify weaknesses in targeting, messaging, or sales execution.

• Coordinate changes to propositions and sales materials with product and delivery teams so customer promises remain accurate and achievable.

• Monitor pipeline quality, conversion, acquisition costs, revenue, and relevant margin measures using consistent definitions and realistic attribution.

• Prepare commercial forecasts with visible assumptions, separating confirmed results from expected pipeline and uncertain campaign effects.

• Guide key customer or partner opportunities where combined commercial leadership is needed, respecting pricing and contractual approval limits.

• Manage agency or supplier contributions against the shared plan, making responsibilities and performance expectations explicit.

• Report commercial results and proposed changes to leadership, explaining which constraints require additional resources or a different market approach.

Sales and Marketing Manager Requirements and Qualifications

Look for decisions spanning demand generation and selling. Strength in one discipline alone does not demonstrate readiness for combined accountability.

Look for candidates with:

• Experience leading coordinated sales and marketing activity with responsibility for commercial outcomes across both functions.

• Skill selecting target segments and translating customer needs into credible positioning and sales propositions.

• Experience aligning campaign investment, selling capacity, follow-up activity, and realistic revenue expectations.

• Ability to coach sales and marketing colleagues while respecting their different methods and specialist skills.

• Commercial numeracy for budgets, acquisition costs, conversion, forecasts, and relevant margin considerations.

• Experience using CRM and marketing reporting to investigate performance rather than relying on isolated activity counts.

• Skill interpreting buyer feedback, campaign response, and win-loss patterns to improve commercial decisions.

• Clear communication and negotiation with customers, partners, agencies, and internal delivery teams.

• Judgment on pricing authority, accurate claims, customer data handling, and approved commercial commitments.

• Relevant commercial leadership experience, business or marketing study, or equivalent practical development across both functions.

Who Does a Sales and Marketing Manager Report To?

The reporting line should provide authority to balance priorities across both functions. Depending on the organization, the manager may report to a:

• Commercial Director

• Chief Revenue Officer

• Managing Director

• General Manager

These are alternative structures. The manager may lead a compact team or several specialist leads. Clarify budget, pricing, and hiring authority rather than assuming unrestricted commercial control.

How to Assess Sales and Marketing Manager Skills Effectively

Use a fictional commercial plan with strong campaign response but weak revenue conversion. Ask the candidate to diagnose the connected process before increasing spending or sales targets.

• Commercial diagnosis: Provide campaign, pipeline, and sales data with inconsistent definitions. Ask which conclusions are supported and what needs clarification before action.

• Resource allocation: Give a fixed budget, two segments, and limited sales capacity. Ask for a coordinated investment and coverage plan with explicit trade-offs.

• Handover repair: Describe high lead volume and slow follow-up. Ask for qualification rules, ownership, service expectations, and a feedback process both teams can use.

• Proposition review: Share buyer objections and current campaign messages. Ask how the candidate would improve positioning and seller guidance without promising unsupported capabilities.

• Team leadership: Role-play a dispute in which marketing blames sellers and sales blames lead quality. Look for shared evidence, clear accountability, and practical corrective action.

• Forecast challenge: Present an ambitious growth forecast based on untested campaigns. Ask the candidate to identify assumptions, revise scenarios, and communicate uncertainty to leadership.

How to Detect AI Cheating When Hiring a Sales and Marketing Manager

Sales and Marketing Manager interviews should reveal integrated commercial judgment, not separate lists of sales and campaign tactics. AI answering tools or real-time help can generate polished growth plans without showing whether the candidate can reconcile acquisition costs, selling capacity, pipeline quality, and actual revenue.

Sherlock AI helps recruiters detect AI-assisted cheating during Sales and Marketing Manager interviews. It can flag potential AI answering tools, deepfakes, impersonation, and suspicious screen activity. These signals warrant contextual review rather than an automatic conclusion about a candidate.

Use exercises such as reviewing a commercial forecast, comparing segment investments, or explaining a lead-handover change. These evaluate integrated leadership judgment, while Sherlock identifies potential cheating signals for recruiter review. Ask how a new capacity constraint changes the candidate’s priorities.

Screen Sales and Marketing Manager Interviews for AI-Assisted Cheating

Independent commercial judgment connects recommendations to buyer behavior, resource limits, and outcomes across both functions. Review that reasoning alongside interview-integrity signals rather than relying on confident growth language.

Explore Sherlock AI to add interview-integrity signals to your hiring process.

Frequently Asked Questions

What does a Sales and Marketing Manager do?

The manager owns a shared commercial plan across customer demand and sales conversion. Responsibilities include segment priorities, coordinated campaigns and selling activity, team leadership, resource decisions, and reviewing the connection between commercial effort and revenue outcomes.

How is this different from separate sales and marketing managers?

Separate managers usually own their respective functions and collaborate across a handover. This role has explicit accountability for both sides and can rebalance priorities, resources, and team activity when optimizing one function would hurt the combined result.

How does the role differ from Revenue Operations Manager?

Revenue operations typically owns commercial systems, data, reporting, and process support. A Sales and Marketing Manager directs market choices, campaigns, selling priorities, and people. They may use the same information but hold different decision responsibilities.

Which measures should the manager review together?

Review demand quality, follow-up, conversion, acquisition cost, pipeline, revenue, and relevant margin measures in context. Definitions and timing matter. More leads or a larger pipeline do not establish progress if opportunities are unsuitable or fail to convert.

Can the role work in a small business?

Yes, when the authority and workload are realistic. The manager may combine direct execution with leadership of a small team or agencies. The description should identify what the role personally delivers and where specialist support is available.

What qualifications best demonstrate readiness?

Look for decisions spanning both functions: reallocating resources, improving handovers, refining propositions from buyer feedback, and delivering credible commercial results. Relevant study can help, but equivalent practical leadership provides valuable evidence without imposing arbitrary credentials.

How should interviews test integrated judgment?

Use a case where stronger marketing activity has not improved sales. Ask the candidate to trace the customer journey, check data definitions, and prioritize changes. Strong answers connect targeting, follow-up capacity, sales execution, and realistic outcome measures.