The Education Needed To Be a Sales Manager: Does It Even Matter?

Whether you’re a sales representative looking toward progression or a student considering post-college career paths, sales management positions present an appealing option. That’s especially true for those who already have some experience within a sales team but have their eye on a better salary; the average sales manager in the U.S. today makes around $84,000 (not including the average $25,000 in commission), while the top earners can rake in closer to $200,000.

Of course, it’s not all about money, either: sales management and all it entails (developing effective sales strategies, training sales teams, working with business analytics, conducting deep market research, and so on) can be an incredibly rewarding career. In fact, over two-thirds of sales managers report feeling satisfied or very satisfied with their job!

The job outlook for sales managers is positive. According to the Bureau of Labor Statistics, the projected growth rate for sales manager employment is 4 percent between 2022 and 2032, with approximately 43,200 job openings expected each year during this period. This reflects the ongoing demand for today's sales managers, who come from diverse educational and skill backgrounds and are valued for their ability to lead teams and drive results.

So what does it take to become a sales manager today? What level of education, if any, is necessary to get a look in? How much sales team or business administration experience is enough? Which is more important? What leadership skills and communication skills can you work on to boost your chances? With the right education and experience, you can set yourself up for a successful career in sales management.

We’re going to take a look at all your burning questions about becoming a sales manager and help you take your first step toward an incredible future career. So stick around!

What do sales managers do?

In a standard sales team structure, sales management positions sit ‘above’ customer-facing sales representatives and ‘below’ directors and CEOs. They’re the people in the middle - the people who grind the gears and get things done. Sales managers are responsible for managing sales representatives and, in larger organizations, may also oversee regional sales managers who are in charge of sales activities within specific geographic areas.

Within this ‘middle’ position, ‘sales management’ could technically encompass Sales Development Managers, Account Exec. Managers, Customer Success Managers, and regional sales managers; all are management roles and different companies may have different names and responsibilities for each. Sales managers are typically responsible for the sales department, ensuring that the team operates efficiently and meets organizational goals.

Generally, though, a sales manager oversees the sales department, sales processes, and team performance. The specific responsibilities and working environment of a sales manager depends on factors such as industry, company size, sales channels, and organizational structure. Typically, sales managers are responsible for:

• Leading and managing sales teams
• Setting sales goals and sales strategies
• Overseeing sales performance
• Analyzing sales data and market trends
• Building and maintaining customer relations

Those are the responsibilities, so what about the day-to-day? Well, according to one study, today’s sales managers spend about 32% of their time managing the sales team, 26% managing information, 23% building relationships, 15% on business administration, and the rest on various other tasks.

What skills do sales managers need?

The skills required to be a good sales manager can, much like the roles of other sales professionals, be separated into two groups: personal and technical. By personal, we mean skills like time management and adaptability, whereas technical skills would encompass things like data analysis, CRM proficiency, and understanding consumer behavior to tailor sales approaches and improve customer relationships.

Let’s take a closer look:

• Communication and negotiation

A sales manager spends 55% of their time interacting either with their sales teams or their clients - that’s 22 hours a week (assuming they work 40 hours, which is probably a conservative estimate) communicating. Almost every aspect of the sales manager’s role (strategic management, sales team motivation, sales process planning etc) rests on proficient communication.

• Leadership skills, team leadership, and team management

You could be the best sales rep in the world, but if you can’t direct and motivate a sales team, sales management isn’t for you. Successful sales managers are the ones who lead their sales team members every single day with expert precision. Team leadership is a critical component, as it involves motivating employees, managing group dynamics, and advancing in sales careers.

• Analytical skills

When you enter sales management, you become a number-crunching machine. That makes sense, right? In order to improve your sales process and develop a fool-proof sales strategy, you need to be able to interpret a lot of sales data - and we mean a lot. Analytical skills are essential for sales managers to analyze sales data and market trends.

• Strategic thinking

Strategic thinking is vital for sales managers to develop effective sales strategies and adapt to changing markets. It helps in understanding and advancing sales techniques, managing teams effectively, and responding to industry dynamics.

• Problem-solving

As anyone who’s worked in sales knows, it’s a rare day indeed when everything goes exactly to plan. Sales operations are prone to pacey negotiations and last-minute adjustments, and sales managers must be able to find solutions quickly and efficiently.

• Time management and organization

It goes without saying that the busy schedule of a sales manager requires watertight personal time management skills. As sales manager, you become accountable for the whole sales performance and sales strategy, so organizing your time is essential.

• Delegation skills

Delegation skills are necessary for sales managers to effectively distribute tasks among team members and ensure efficient workflow.

• Customer relationship management

Building and maintaining customer relations requires a deep understanding of customer relationship management to maintain client satisfaction and loyalty.

Specializations and industry knowledge

Sales managers don’t just lead teams—they often become experts in the industries they serve. Specializing in a particular sector, such as technology, healthcare, or finance, allows sales managers to develop a deep understanding of market trends, customer needs, and the most effective sales strategies for their field. Many sales managers hold degrees in business administration, marketing, or related disciplines, which provide a strong foundation in business principles and sales operations. However, the most successful sales managers go beyond the basics, immersing themselves in the specifics of their industry.

For example, a sales manager in the technology sector must stay current with the latest software and hardware innovations, while a sales manager in healthcare needs to understand regulatory requirements and patient care trends. Aspiring sales managers can benefit greatly from gaining experience across different industries, as this broadens their perspective and sharpens their ability to adapt sales strategies to various business environments. Ultimately, staying informed about industry developments and continuously updating one’s knowledge is key to excelling in sales management and driving business performance.

Personality traits and characteristics

While education and experience are important, the personality traits and characteristics of a sales manager often make the biggest difference in achieving sales targets and building high-performing sales teams. Successful sales managers are known for their strong leadership skills, which enable them to motivate and inspire their sales team members even in challenging situations. Excellent communication skills are essential, as sales managers must train sales teams, negotiate with customers, and clearly convey sales strategies.

Many sales managers are also strategic thinkers who can analyze sales data to develop effective sales strategies and make informed decisions. Building relationships—with both customers and team members—is another hallmark of a great sales manager. Adaptability, resilience, and emotional intelligence are crucial for navigating the fast-paced and sometimes unpredictable world of sales management. According to labor statistics, sales managers who possess these strong personality traits tend to outperform their peers and report higher job satisfaction. Whether it’s leading a team through a tough quarter or forging new partnerships, these characteristics are what set successful sales managers apart.

Educational pathways to sales management

Okay, now it’s time to take a closer look at education.

Sales managers typically need a bachelor's degree in business administration, marketing, or a related field. Many sales managers hold a business administration degree, marketing, or finance degree, which provide essential analytical and strategic skills for the role.

If you’ve ever browsed sales manager job posts, you may have noticed that most employers stipulate that the applicant must have at least a bachelor’s degree to be considered. Some, however, will add something like ‘or equivalent sales experience’. So what should aspiring sales managers make of this? Exactly how important is education level?

Well, let’s take a look at the numbers (based on a comprehensive 2022 study).

High School education

Only around 1.4% of sales managers in the U.S. today didn't graduate high school. However, a much larger 10.4% of sales managers' highest level of education was high school.

This suggests that a a high school education is a hugely important first step toward becoming a sales manager - and, in one in ten cases, sufficient.

Bachelor's degree

A bachelor’s degree is by far the most common ‘highest education level’ among sales managers, with almost half belonging to this category.

Contrary to what you may believe, Business Administration and Business Development degrees, while the most common among sales managers (25% of people in a sales manager role studied business), aren’t by any means exclusive. A business administration degree typically includes coursework in management principles, leadership, finance, marketing, human resources, and strategic management, all of which prepare graduates for managerial roles.

Other common majors include:

• Social Sciences
• Engineering
• Communications
• Psychology
• English
• Biology
• Education
• Health

A major in business management or a related field can give you an advantage when applying for sales manager roles, as you’ll have already learned (in theory) how to analyze sales data, assess a sales process, follow business law, and conduct market research. Clearly, however, it’s not essential.

Master's degree

There’s no doubt that a master’s (or ‘graduate’) degree will set you apart as a particularly well-educated candidate with a deep understanding of theoretical knowledge and business principles. Some aspiring sales managers may choose to pursue a master's degree, such as an MBA, to enhance their qualifications and career prospects. MBA programs often include coursework in business data and analytics, which are valuable for developing managerial skills and making informed decisions. Whether or not that theory will see you through is another matter.

For reference, according to labor statistics, only around 13% of sales managers possess a master’s degree. It’s possible

Professional development courses

Of course, education doesn’t just mean high school and college. Other courses and qualifications can be extremely valuable in grappling new essential skills and gaining business knowledge.

Some of the most popular include:

• Certified Sales Professional (CSP)
• Certified Professional Sales Person (CPSP)
• Certified Sales Leadership Professional (CSLP)
• Sales Management Certification (SMC)
• Digital Marketing Certification
• Coursera
• LinkedIn Learning

Continuous learning is vital for sales managers to adapt to changing markets, consumer behaviors, and sales methodologies.

Gaining relevant sales experience

Although a degree looks good on paper, when it comes to performance, results are what really matter to most employers. If aspiring sales managers can point to solid sales experience and weathered sales management skills, they'll be a serious candidate.

Here are some ways many sales managers have honed their sales management and business management skills:

• Entry-level sales positions
• We all remember our first sales roles. The kind of on the job experience you gain as a young rep on the floor in a sales organization is more valuable than any degree, and provides the building blocks necessary to reach management.
• Mentorship and networking
• The importance of relationships, not just with clients but also with other sales professionals, cannot be overstated. Platforms like LinkedIn are critical for aspiring sales managers who want to develop their skills and connect with other, more seasoned sales professionals.
• Leadership skills and opportunities
• If you're a sales rep who want to become a sales manager, you should 100% be taking every leadership opportunity you can. That doesn't mean asking to become a sales manager arbitrarily; it means expressing a desire to lead smaller projects and sales teams and volunteering for assignments. That's the kind of drive that'll get you noticed.

Technology and innovation in sales management

In today’s fast-evolving business landscape, technology and innovation are transforming the way sales managers work. Modern sales management relies heavily on tools like customer relationship management (CRM) software, sales analytics platforms, and social media to analyze sales data, track sales performance, and identify emerging market trends. Many sales managers invest in professional development courses to stay ahead of the curve and master the latest sales technologies.

By leveraging these tools, sales managers can develop data-driven sales strategies, streamline sales operations, and enhance customer engagement. For instance, a sales manager might use CRM software to monitor customer interactions and sales team activities, or turn to analytics platforms to forecast demand and adjust sales strategies in real time. Successful sales managers understand that embracing technology is essential for improving sales performance and maintaining a competitive edge in the market.

Community and networking

Sales management isn’t just about numbers and strategies—it’s also about people. Many sales managers actively participate in professional networks and industry communities to share knowledge, discover best practices, and stay updated on market trends. Joining industry associations, attending conferences and trade shows, and engaging in online forums are all effective ways for sales managers to connect with other sales professionals and expand their professional circle.

Building these relationships can open doors to new opportunities, provide valuable insights, and help sales managers stay ahead of industry developments. According to labor statistics, sales managers who are active in professional networks often enjoy better job prospects and higher earning potential. Whether it’s exchanging ideas with other sales managers or networking with potential customers, being part of a vibrant professional community is a key ingredient in a successful sales management career.

Education vs Experience: which is more important?

The bottom line is: there's no cut-and-dried path to become a sales manager. Sure, most sales managers hold a bachelor's degree, though many successful sales managers have achieved great things without one.

What a bachelor's degree in Business Management or a related field can give you is a solid knowledge base. What it can't provide, however, is demonstrable results. That's where experience - experience reaching business goals and sales targets and managing sales staff - beats a formal education.

If you want to know more about sales managers and what they do - or if you want to learn about other sales roles that may be right for you - head over to our blog. There, we have a ton of handy guides and expert advice on all things lead generation and sales development.