What does a sales manager do?
A sales manager directs the daily operations of a revenue team by translating high-level business goals into actionable tactics for individual representatives. This role focuses on optimizing the sales pipeline through rigorous data analysis and direct coaching rather than just closing deals personally. You build systems that allow your team to predict revenue with accuracy and remove obstacles that slow down deal velocity. Your primary output is a consistent, scalable process that turns leads into closed contracts while developing the skills of your staff.
- You set specific sales targets and quotas for each representative based on historical performance data and current market conditions. This involves breaking down annual revenue goals into monthly or weekly metrics that guide daily activities. You align these targets with leadership expectations to ensure the team focuses on high-value opportunities. Regularly adjusting these goals keeps the team motivated and responsive to shifting business priorities.
- You monitor the health of the sales pipeline using CRM systems to identify stalled deals and forecast future revenue. This requires reviewing lead stages, analyzing conversion rates, and spotting trends in customer behavior. You generate detailed reports that highlight bottlenecks in the sales process and propose specific fixes. These forecasts guide strategic decisions about resource allocation and marketing spend for the upcoming quarter.
- You coach sales representatives through one-on-one sessions and group training to improve their negotiation and closing techniques. This includes listening to call recordings, reviewing email outreach, and providing constructive feedback on communication styles. You onboard new hires by teaching them the company’s unique value proposition and standard operating procedures. Your mentorship helps reps overcome objections and maintain confidence during difficult sales cycles.
How to hire a sales manager on Upwork
Step 1: Post a job
Define your revenue goals and team structure to attract qualified leaders. The Job Post Generator powered by Uma™, Upwork's Mindful AI drafts a complete post from a few sentences about your needs. You can write a new post, update a saved draft, or reuse an existing post.
- Specify experience with outbound sales strategies and pipeline management tools.
- List required CRM platforms and forecasting methods for accurate reporting.
- Clarify if the role involves direct coaching or high-level strategy execution.
Step 2: Evaluate candidates
Look for proven records in hitting quotas and developing sales teams. Uma runs instant video interviews and builds shortlists with side-by-side comparisons to speed up your review process.
- Check work history for consistent growth in managed pipeline value.
- Review samples of past sales forecasts and performance reports.
- Verify expertise in training reps on specific sales tactics.
Step 3: Interview your top choices
Discuss their approach to setting targets and handling pipeline blockers. Schedule interviews within Upwork Messages to receive an immediate transcript and summary after each session.
- Ask how they adjust strategies when forecasts miss actual results.
- Request examples of coaching plans that improved rep performance.
- Explore their method for prioritizing leads in complex sales cycles.
Step 4: Agree on scope and begin work
Set clear milestones for quota achievement and team development plans. Use Upwork Messages and the contract workroom for communication while identity verification and Hourly Payment Protection secure your project funds.
- Define weekly pipeline review schedules and reporting formats.
- Establish specific metrics for measuring team coaching effectiveness.
- Outline deliverables for quarterly sales strategy adjustments.
Upwork is not affiliated with and does not sponsor or endorse any of the tools or services discussed in this article. These tools and services are provided only as potential options, and each reader and company should take the time needed to adequately analyze and determine the tools or services that would best fit their specific needs and situation.
The rates and information provided in this article are based on current data and industry sources available at the time of publication. Freelance rates can vary depending on factors such as experience, location, project scope, and market conditions. Readers are encouraged to conduct their own research to confirm current rates and trends, as this information may change over time.


