Head of Sales

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What Is a Head of Sales?

A Head of Sales, often seen at startups and SMBs, is a key leadership role within an organization. This individual is tasked with overseeing the sales department, setting sales targets, and ensuring that the department meets the goals that contribute to the company’s overall revenue. They develop and implement a sales strategy to drive sales performance and manage the sales team effectively.


  • Developing sales plans and strategies to meet or exceed sales goals
  • Leading and mentoring the sales team
  • Managing budgets and allocating resources appropriately


  • Extensive experience in a sales position
  • Proven leadership abilities

Expected Outcomes:

  • A consistent increase in sales performance
  • Expansion and growth of the company’s customer base

They are responsible for analyzing market trends and sales data to make informed decisions that benefit the company’s growth. A Head of Sales also helps with training and developing the sales team, ensuring each member is well-equipped with the necessary skills and tools to succeed in their individual sales positions.

The success of a Head of Sales is measured by their ability to achieve and surpass the sales targets and contribute significantly to the financial success of the organization they represent.

What Does a Head of Sales Do?

A Head of Sales, often a critical leadership position within an SMB or startup company, oversees the performance and direction of the sales team. This individual is responsible for developing the sales strategy that aligns with the strategic plan and ultimately drives revenue.

Their duties include setting annual sales targets to achieve the company’s financial goals. They work closely with their team to ensure these targets are realistic and motivate team members to reach their full potential. Monitoring and evaluating sales performance is a key component of their role to ensure the team is on track to meet or exceed these goals.

Budgets are a significant concern for a Head of Sales, who must allocate resources effectively to maximize profitability. This involves making decisions about expenditures that will directly impact the team’s ability to reach sales targets.

By cultivating a strong team environment and providing guidance and mentorship, they ensure that the sales goals are clearly communicated and understood. The following table summarizes the roles and responsibilities of a Head of Sales:

Key ResponsibilitiesDetails
Strategy DevelopmentCreates a detailed sales strategy to meet company objectives.
Target SettingEstablishes ambitious yet achievable sales targets.
Team LeadershipLeads and mentors a dynamic sales team.
Budget ManagementManages budgets to support the sales strategy.
Performance TrackingRegularly reviews and adjusts tactics to maintain strong sales performance.

The Head of Sales is essential for steering the sales department toward sustainable growth and maintaining the financial health of a business.

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Successful Heads of Sales require various skills to manage their responsibilities effectively. Their leadership skills are critical; they must inspire their teams and lead by example.

This position also involves a high level of communication skills to clearly articulate goals, provide feedback, and facilitate productive discussions both within sales teams and across other departments.

In terms of negotiation skills, a Head of Sales must be adept at reaching mutually beneficial agreements with clients, which necessitates a blend of confidence, strategy, and understanding of value propositions. Here, interpersonal skills play a key role in building and maintaining strong relationships with customers and partners.

Equally important are analytical skills; monitoring sales data, interpreting trends, and forecasting future sales require a methodical and data-driven approach. They must quickly identify areas for improvement and make informed decisions to guide the sales strategy effectively.

Problem-solving is essential for overcoming sales objections and navigating complex deals. It requires creative thinking and the ability to assess various solutions to find the most effective outcome. Additionally, Heads of Sales are expected to deliver excellent customer service, ensuring client satisfaction and fostering long-term loyalty.

Strong interpersonal skills allow them to interact effectively with individuals at all organizational levels, embracing the nuances of human behaviors and communication styles. Collectively, these skills enable Heads of Sales to thrive in their dynamic roles, driving growth and ensuring their teams’ success.

Setting Sales Targets and Goals: The Head of Sales is responsible for defining and setting sales targets to align with the company’s revenue objectives. They monitor the progress towards these goals, making necessary adjustments to strategies and objectives as market conditions change.

Developing Sales Strategies: Crafting effective sales strategies is a critical function. They must identify market opportunities and devise strategies to capitalize on them, ensuring a competitive stance in the marketplace.

Core AreasKey Actions
Sales ManagementOverseeing the entire sales department’s operations, managing sales teams, and ensuring that the sales process aligns with business goals.
KPI TrackingEstablishing key performance indicators (KPIs) to measure sales force effectiveness and making data-driven decisions.

Motivating Team Members: They play a pivotal role in driving the sales team’s morale, providing motivation, coaching, and leadership. They assist in overcoming challenges and celebrating triumphs.

Sales Reports: Regularly reviewing sales reports is vital for monitoring performance. The Head of Sales analyzes these reports to determine the success of sales strategies, requiring a deep understanding of data and an ability to translate it into actionable insight.

Customer Satisfaction: The Head of Sales ensures that customer satisfaction is maintained at high levels. This includes nurturing key client relationships, addressing customer concerns effectively, and making adjustments to customer service strategies when necessary.

The Head of Sales shoulders the responsibility of steering the sales department towards achieving its goals, driving revenue, managing performance, and ensuring that the customer remains central to the sales effort.

In the business hierarchy, the Head of Sales is a key player in driving the sales strategy and managing the sales team. This individual typically holds a title that reflects their seniority and the scope of their responsibilities. Common titles for those in this leadership role include:

  • Sales Director: Often responsible for strategic planning and execution within the sales department. They work closely with other department heads to ensure alignment with the company’s objectives.
  • Director of Sales: Similar to a Sales Director, the Director of Sales oversees the sales team’s performance and strategizes to increase revenue.

Additionally, in larger organizations, the following title can be synonymous with the role:

  • Vice President of Sales: This title usually denotes a higher level of responsibility and authority. A Vice President of Sales often has a seat on the executive team and participates in broader company strategy.

These titles encompass a range of job descriptions; however, they all share the common goal of leading the sales team to success. Each title might come with slightly different nuances or expectations, depending on the company’s industry, size, and organizational structure, but they are all important to driving growth and meeting organizational targets.

In an organization’s sales department, both the Sales Manager and the Head of Sales play integral roles in driving revenue and strategy, yet they operate at different levels of leadership and responsibility.

The Sales Manager typically oversees a sales team, focusing on day-to-day management, training, and goal-setting. Their duties often include:

  • Developing sales plans and strategies
  • Monitoring sales metrics
  • Mentoring and coaching sales representatives
  • Being directly involved in sales operations
Sales Manager ResponsibilitiesHead of Sales Responsibilities
Team management and trainingStrategic direction of sales department
Sales forecasting and planningLiaison with other department heads
Performance trackingSales team structure and large hiring decisions
Tactical sales effortsBudget management

The Head of Sales, on the other hand, is usually a higher-level position with a more strategic focus. This role is responsible for setting the overall direction of the sales department, fostering relationships with key clients, and staying abreast of market trends. Their responsibilities often encompass:

  • Outlining and implementing sales strategies and objectives
  • Deciding on the sales team configuration
  • Managing department budgets and resources
  • Guiding the sales managers and teams towards achieving higher targets

Their focus is less on individual sales or team metrics and more on the overarching growth and success of the company’s sales efforts. The Head of Sales often represents the sales department in executive meetings and plays a key part in inter-departmental strategies that impact the entire organization.

The Head of Sales and the Vice President (VP) of Sales play pivotal roles in an organization’s sales hierarchy, though their responsibilities and positions in the corporate structure may differ.

  • Position in Company Hierarchy:
    • Head of Sales: Typically, this role is senior within the sales department but may report to the VP of Sales or directly to the Chief Revenue Officer (CRO), depending on the organization’s size.
    • VP of Sales: This individual often sits on the executive team and may be responsible for multiple departments, including the sales division, reporting directly to the CEO or the CRO.
  • Primary Responsibilities:
    • Head of Sales: Focuses on day-to-day sales activities, managing sales teams, setting sales targets, and developing strategies to reach those targets.
    • VP of Sales: Responsible for overarching sales strategies, aligning the sales department with other departments, and plays a significant role in setting long-term goals and the direction for the company’s sales efforts.
  • Scope of Influence:
    • Head of Sales: Operates on a possibly more tactical level, implementing the sales strategy and ensuring the sales team is working efficiently to meet objectives.
    • VP of Sales: Works on a strategic level, shaping the sales strategy to align with company goals, often being involved in decisions that affect the organization as a whole.

In some organizations, the Head of Sales and VP of Sales roles may merge or overlap, with the Head of Sales stepping into strategic planning duties typically reserved for a VP-level executive. The exact delineation of roles can vary widely based on the company’s structure, size, and industry.

The Head of Sales is primarily responsible for developing and executing sales strategies to drive revenue growth. This includes setting ambitious goals, managing the sales team, and ensuring that sales plans align with the overall business objectives.


  • Crafting and overseeing the implementation of sales plans
  • Leading and expanding the sales team
  • Identifying and targeting revenue potential by segment
  • Developing relationships with key clients
  • Reporting on sales results and forecasting future sales
  • Staying informed about the competitive landscape

Education and Qualifications:

  • A bachelor’s degree in Business, Marketing, or a related field; an MBA is often preferred
  • Proven sales experience, with a track record of meeting or exceeding targets

Certifications: While not mandatory, certifications in sales management can be advantageous.

Leadership: The role demands strong leadership skills to motivate the sales team and foster a high-performance culture.


  • Experience in strategic planning and execution
  • Proficiency in customer relationship management (CRM) tools
  • Knowledge of data analysis and reporting


  • Excellent communication and negotiation skills
  • Ability to drive sales growth effectively
  • Proficient in analysing market trends to provide actionable strategies

The ideal candidate combines a strategic mindset with hands-on operational abilities and is expected to consistently provide innovative solutions to enhance sales performance.

Becoming a Head of Sales requires a combination of education, qualifications, and progressive experience. Candidates typically start as sales professionals and develop their expertise through dedicated sales training and practical experience. As they advance, they may pursue further certification to bolster their leadership capabilities.


A bachelor’s degree in business administration, marketing, or a related field is often foundational. Master’s degrees, such as an MBA, can be advantageous for higher-level positions.

Qualifications and Experience

Progressing through roles such as Sales Representative, Sales Manager, to eventually Head of Sales, demonstrates an ability to scale the career ladder. Accumulating strategic sales experience and a proven track record in achieving sales targets are vital.


Obtaining professional certifications offers an edge:

  • Certified Sales Leadership Professional (CSLP)
  • Strategic Sales Management Certification

These certifications validate a candidate’s ability to lead and strategize effectively.

Sales Training

Ongoing training is crucial to stay abreast with the latest sales techniques and market trends.

New Opportunities

Proactively seeking new opportunities to lead projects or initiatives within one’s current role can display leadership qualities necessary for the Head of Sales position.

A Head of Sales must not only excel in selling but should also excel in mentoring teams, strategizing for growth, and managing complex sales cycles. Commitment to continuous learning and adapting to the evolving market is essential for a career in sales leadership.

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