CRM / Sales Manager

Department: Sales & Marketing
Reports to: Managing Director / Sales Director
Employment Type: Full-Time

Position Purpose

The CRM / Sales Manager is responsible for managing the company's sales activities, customer relationships, sales team performance and CRM system.

The role combines sales management with CRM ownership, ensuring that all leads, opportunities, quotations, customer interactions and follow-up activities are properly recorded, managed and converted into profitable sales.

The successful candidate will be responsible for creating a disciplined, measurable and accountable sales environment while maintaining strong long-term customer relationships.

Key Responsibilities

1. Sales Management

• Manage and support the sales team to achieve monthly and annual sales targets.

• Set individual salesperson targets and KPIs.

• Monitor sales performance against targets.

• Conduct regular sales meetings and performance reviews.

• Identify underperforming customers, territories and sales opportunities.

• Develop strategies to increase revenue from existing customers.

• Identify and develop new customers and markets.

• Ensure salespeople maintain appropriate customer contact and follow-up.

• Assist with major quotations, tenders and strategic customer negotiations.

• Maintain a healthy sales pipeline to support future revenue targets.

2. CRM Management

Take ownership of the company's CRM system and ensure that it becomes the central source of information for sales activities.

Responsibilities include:

• Ensure all customers and prospects are correctly captured.

• Ensure salespeople record customer visits, calls, opportunities and follow-ups.

• Monitor outstanding tasks and overdue customer follow-ups.

• Maintain accurate customer contact information.

• Manage leads and opportunities through the sales pipeline.

• Ensure quotations and opportunities have appropriate follow-up dates.

• Monitor lost opportunities and record reasons for losses.

• Maintain accurate sales forecasts.

• Ensure CRM data is complete, accurate and up to date.

• Identify duplicate, incomplete or poor-quality customer records.

• Train sales employees in correct CRM usage.

• Drive CRM adoption and accountability across the sales department.

3. Sales Pipeline & Forecasting

The CRM / Sales Manager must maintain clear visibility of the company's future sales pipeline.

Key responsibilities include:

• Track leads from initial enquiry through to order.

• Monitor quotation conversion rates.

• Monitor opportunity values and expected closing dates.

• Review ageing opportunities.

• Identify stalled opportunities requiring intervention.

• Produce weekly and monthly sales forecasts.

• Compare forecast sales against actual results.

• Maintain visibility of major upcoming projects and contracts.

4. Customer Relationship Management

• Develop strong relationships with key customers.

• Maintain a structured key-account management programme.

• Conduct regular customer reviews.

• Identify opportunities for cross-selling and additional products/services.

• Monitor customer satisfaction.

• Assist in resolving major customer complaints.

• Identify customers whose purchasing activity has declined.

• Develop customer retention and reactivation strategies.

5. Sales Team Management

• Manage salesperson activity and productivity.

• Establish minimum customer visit and contact expectations.

• Conduct regular one-on-one salesperson reviews.

• Coach salespeople on prospecting, customer management and closing opportunities.

• Identify training requirements.

• Ensure salespeople follow company pricing and discount policies.

• Promote accountability and disciplined follow-up.

6. Reporting & Analytics

Prepare a weekly and monthly Sales & CRM Dashboard covering:

• Total sales vs target

• Sales by salesperson

• Sales by customer

• Sales by product/category

• New customers acquired

• New leads generated

• Quotations issued

• Quotation value

• Quote-to-order conversion rate

• Open pipeline value

• Weighted pipeline value

• Lost opportunities

• Customer visits

• Outstanding follow-ups

• Dormant customers

• Customer retention

• Sales forecast

The manager must use this information to identify problems and opportunities and recommend corrective action.

Key Performance Indicators (KPIs)

Performance should be measured against clearly defined KPIs, including:

Revenue Achievement: Actual sales vs budget/target.

Gross Profit: Sales must be achieved at acceptable margins, not revenue alone.

Pipeline Coverage: Sufficient qualified opportunities to support future sales targets.

Conversion Rate: Percentage of quotations/opportunities converted into orders.

CRM Compliance: Percentage of sales activities, opportunities and customer information correctly captured.

Follow-Up Compliance: Percentage of opportunities followed up within the required timeframe.

New Business: Number and value of new customers acquired.

Customer Retention: Retention and growth of existing key customers.

Sales Forecast Accuracy: Accuracy of forecast revenue compared with actual sales.

Salesperson Performance: Achievement of individual salesperson targets and activity KPIs.

Authority & Accountability

The CRM / Sales Manager should have authority to:

• Set sales activity requirements.

• Assign customers, leads and territories.

• Require CRM compliance from sales staff.

• Review salesperson performance.

• Escalate continued underperformance.

• Approve discounts within predetermined limits.

• Recommend changes to pricing and sales strategies.

• Recommend sales incentives and commission structures.

• Recommend training or corrective action where required.

Required Skills

• Strong sales management ability

• Excellent customer relationship skills

• Strong understanding of CRM systems

• Sales pipeline management

• Sales forecasting

• Data analysis and reporting

• Negotiation skills

• Commercial and financial awareness

• Strong Excel/reporting capability

• Leadership and coaching ability

• Excellent communication skills

• Strong organisational and follow-up discipline

Experience & Qualifications

Preferred requirements:

• 3--5+ years' experience in sales, account management or CRM management.

• Previous experience managing a sales team.

• Experience with CRM software.

• Experience in B2B sales is highly advantageous.

• Manufacturing, logistics, fleet, transport or industrial-sector experience would be advantageous.

• Relevant qualification in Sales, Marketing, Business Management or a related field is advantageous.

Expected Management Rhythm

Daily: Monitor sales activities, leads, urgent opportunities and overdue follow-ups.

Weekly: Conduct sales meeting, review salesperson performance, pipeline, quotations, customer activity and major opportunities.

Monthly: Present sales performance, CRM KPIs, forecasts, customer trends, lost-business analysis and corrective actions to management.

Core Objective

The CRM / Sales Manager's ultimate responsibility is to ensure that:

Every sales opportunity is captured, every customer is actively managed, every salesperson is accountable, and management has accurate visibility of the sales pipeline and future revenue.