What Does the VP of Sales Do?

VP of SalesThe main responsibilities of a Vice President of Sales are to lead a sales team and direct the team or department into meeting and exceeding sales revenues, sales profitability and budgetary objectives. The job duties of a Vice President of Sales are to undertake strategic planning, manage people, leverage technology and improve business processes. This sales professional may be responsible for local, state, regional or global sales organization. Most Vice Presidents of Sales receive a salary and variable commission depending on attainment of business goals. A Vice President of Sales is an important member of the senior management team.

Strategy and Measurements

One of the key responsibilities of a vice president of sales is to create and execute sales strategies that will help an organization achieve its business objectives. This duty is undertaken in collaboration with the marketing department and other senior managers of the entire company. The Vice President of Sales determines and monitors the sales department’s performance indicators including contact rate, gross profit percentage and quote closure rate. It is the responsibility of the Vice President of Sales to anticipate changes in business performance and react quickly to these changes. The VP of Sales also develops and manages the sales department budget.


The Vice President of Sales provides leadership to employees in the sales department. Some of the leadership roles include hiring, supervising, developing and mentoring employees in the sales team. He/she also indirectly supervises sales managers and representatives. As a leader of the sales department, the Vice President of Sales develops and implements programs aimed at ensuring sales employee performance. Implementing employee performance management programs involves participating in corporate succession planning, writing and delivering employee reviews, monitoring employee morale and creating a positive working environment for employees, according to the Harvard Business Review.


The Vice President of Sales participates in sales negotiations, attends sales meetings and presentations and helps to close sales deals. He may have to manage high-profile client accounts directly or indirectly. The VP of Sales develops sales proposals and responds to customer inquiries and requests for proposals. Typically, new and existing employees in the sales department go through a training program to keep them abreast of sales practices and changing company policies. It is the responsibility of the VP of Sales to take them through the training program. He ensures that employees in the sales department are equipped with the products, training and systems they require to succeed in their duties. The VP of Sales works in close collaboration with the marketing department to develop lead and revenue generation programs, and to create successful sales collateral.

Technology and Continuous Improvement

An important and challenging duty of the Vice President of Sales is to continually improve the effectiveness of the sales department. Technology plays a crucial role in enhancing efficiency, productivity and customer satisfaction. It is the duty of the Vice President of Sales to oversee the adoption of new technologies such as customer relationship management (CRM) and sales intranet.

The VP of Sales partners with various technological firms to identify and implement new technologies that will enhance the efficiency of the sales department and meet business needs. Providing leadership and ensuring continuous improvement involves developing, documenting, and streamlining sales processes.

Related Resource: Vice President of Human Resources

Vice President of Sales is responsible for leading and directing a company’s sales and marketing initiatives. Vice Presidents of Sales set periodic sales quota goals for companies and develop strategies for reaching those goals. In most companies, the Vice President of Sales reports to the Chief Executive Officer (CEO).