Sales Manager: Responsibilities and Career Path to Becoming a Commercial Director
4 April 2025What does a sales manager do?
A sales manager is responsible for overseeing the sales operations within a company. Their primary role is to develop and implement commercial strategies aimed at increasing revenue and improving the performance of the sales team.
This professional must, therefore, be able to set sales goals and monitor performance; manage and coordinate the sales team; analyze the market to identify new business opportunities; liaise with customers and negotiate contracts; and work with the marketing department to develop effective strategies
Sales career path (junior, executive, specialist, manager)
A career in sales generally follows a growth path that includes several levels.
Sales Junior: starts with operational and support tasks.
Sales Executive: handles direct customer management and business negotiations.
Sales Specialist: develops specific skills on products or market sectors.
Sales Manager: leads the sales team and defines sales strategies.
Sales Manager/Sales Director: leadership roles with company-wide strategic and decision-making responsibilities.
To reach the highest positions, it is essential to gain experience, improve leadership skills, and have a strategic view of the market.
What is the difference between sales director and sales manager?
Many people confuse the role of a sales director with that of a commercial director, but there are key differences between the two positions: the sales director focuses on sales force management, sales strategies, and revenue targets. The sales director has a broader and more strategic vision, also dealing with marketing, product development, and global customer management
Therefore, the commercial director holds a more extensive responsibility and a higher strategic role within the company.
How much does a sales manager make?
A sales manager’s salary varies depending on experience, industry, and company size. In Italy, a sales manager with average experience can earn between €3,000 and €5,000 per month, while a senior professional can earn up to €8,000 to €10,000 per month, especially if he or she works in large companies or in the technology and pharmaceutical sectors.
In addition to fixed compensation, sales managers often receive bonuses and performance-based incentives, significantly increasing their total earnings. Internationally, these figures increase on average, especially in large luxury and technology companies.
What to study to become a sales manager?
To become a sales manager, it is important to have a university education in business and economics and to study sales and marketing topics in depth at a school of higher education.
Bologna Business School, with its international faculty and hands-on learning approach, offers a range of courses that help professionals start or enhance a career in sales management.
Master Programs at Bologna Business School
- Master in Analytics and AI for Marketing (Full-time, English, 12 months) This program is designed to train professionals who can use data and advanced technologies to develop innovative marketing and sales strategies. It combines digital expertise with the ability to transform complex analyses into efficient solutions, preparing graduates to enter the workforce as key players.
- Master in Applied Marketing and Sales (Full-time, English, 12 months) Focused on placing the customer at the center of business, this program equips young graduates with the essential tools to understand and manage key aspects of a company’s sales area: product and customer. With a systemic approach, the program aims to develop global vision, strategic thinking, flexibility, and strong communication skills, training professionals such as Brand and Product Managers, Marketing Managers, and Sales Managers.
- Master in Digital Marketing and Communication (Full-time, English, 12 months)
Designed for young graduates looking to acquire cutting-edge skills and tools in a rapidly evolving business sector. A true incubatole of immediately expendable ideas and techniques, this curriculum combines specific knowledge with personal development on communication and leadership issues. - Master in Business Administration – Retail Management and E-Commerce (Full-time, Italian, 12 months)
Aimed at young graduates seeking to develop strategic and operational skills in both physical and digital retail. New models of sales and distribution, strategies and technologies related to the digital world combine with negotiation and logistics skills to train sales managers, buyers, trade marketing managers, highly trained and with a base of skills acquired also through the practical work carried out during the months of internship provided by the Master. - Executive Master in Sales and Marketing (Part-time, Hybrid, Italian, 12 months)
Designed for professionals aiming to enhance their strategic management skills in sales and marketing. It is designed for those professionals who want to enhance strategic skills in the operational management of processes, from planning to evaluation of sales performance. Covering marketing management, sales networks, promotional campaigns, and performance evaluation, this program is ideal for future industry leaders.
Open Programs at Bologna Business School
- Trade Marketing & Sales Management (Part-time, Italian, 10 days, in-person)
Designed for sales, trade marketing, and marketing managers seeking to improve their effectiveness in managing distribution channels. The course enhances commercial policies, sustainability strategies, and market competitiveness with a strong focus on economic sustainability; and to improve competitiveness in the middle market. - Shopper Marketing (Part-time, Italian, 5 days, in-person)
Addresses managers looking to deepen their understanding of shopper marketing, an emerging discipline complementing traditional consumer marketing. Thanks to an interdisciplinary approach, this course allows to acquire methodologies, tools and expertise to start or consolidate shopper marketing activities in the company. - Digital Marketing & Communication (Part-time, Italian, 7 days, in-person) Provides an integrated approach to digital marketing and communication, helping professionals develop effective web and social media strategies. With a broad overview of the digital world, this course makes it possible to imagine every online and offline activity as a moment of a unique and complex system: in this panorama, one can identify objectives and develop effective web marketing strategies to operate on networked sites or social media.
- Sales Management (Part-time, Italian, in-person)
Inspired by Anglo-Saxon business practices, this course helps middle managers and sales professionals refine their negotiation and customer relationship management skills. Understanding the dynamics of sales, the importance of customer service, from B2B negotiation to customer relationship management, is the key to this course dedicated to middle managers who want to expand their skills in the sales management area and to sales accounts eager to rise to apical roles in their function.
Becoming a sales manager requires a combination of education, practical experience, and managerial skills. The career path is well-defined, with clear opportunities for advancement to senior roles such as sales director or commercial director.
Bologna Business School, with its extensive global network and strong industry connections, provides an excellent gateway into the international business landscape, making it a privileged entry point for professionals in sales management.
