Every department needs a manager if it’s going to function with any efficiency. No matter how good your individual sales development representatives (SDR) are at their jobs, they will perform better when backstopped by a sales development manager.

It’s the difference between watching a dog walker with half a dozen pups pulling in different directions and the dogsled team that just won the Iditarod. 

Managers lead, coordinate, and coach their teams so they can achieve business success. In short, they make other salespeople better. (source)

Let’s take a closer look at what being a sales development manager really means.

What Does a Sales Development Manager Do?

Let’s look a little closer at the roles and responsibilities of sales development managers.

Your sales development supervisor job description shows that they are the direct managers of sales development reps, and as such, they’re focused on ensuring the teams’ success. The key here is that management success is not individual success. Your sales development manager may also be the best sales development representative you have, but that doesn’t matter because it’s not their job to bring in leads.  

Unlike representatives, who succeed when they do well individually, sales development manager responsibilities are such that they succeed when those under them do well. 

The manager doesn’t have to bring in any leads themselves as long as their team is performing. To help those who work under their direct supervision to do well, a sales manager performs certain specific duties within the organization:

Training New SDRs

As part of the sales development manager role, these individuals are responsible for bringing new SDRs up to speed within the organization. Therefore, they not only have to train them on the specific tools used by the team but also the purposes to which those tools are put. This also means every manager needs to be enough of a subject matter expert to provide basic support to help new SDRs generate results as quickly as possible.

Setting Performance Goals for SDRs

It’s a well-known fact that people don’t perform as well without goals as they do with goals. This is because goals provide a target to work toward, something to judge your performance by. 

However, those goals don’t spring out of thin air, and it’s the manager’s job to provide them for their team. Sales development managers essentially translate business objectives handed from the leadership team into actionable goals for SDRs. For example, a sales development manager may calculate the number of contacts and leads a representative should generate in a week in order to hit certain revenue targets.

Measuring Output of SDRs

Goals don’t matter unless you have a way to tell whether or not someone has met them. One of the tasks of a sales development manager is to do exactly that. They monitor call records, evaluate the prospects each sales development representative on their team passed on up the chain, and evaluate other metrics such as calls per day, connection rates, and connection to opportunity rates.

Ensuring Representatives Adhere to Brand Guidelines and Qualifications

Sales development representatives are often the first point of contact people will have with your organization. As such, it’s up to the manager to monitor their communications to ensure SDRs represent the company the way they should. 

Sales development managers also ensure leads being passed by SDRs meet the correct qualifications to be contacted by an account executive.

Managing Day-to-Day Operations of SDRs

Managers are also in charge of managing the team’s day-to-day operations, everything from scheduling to handing out call lists. They handle all the administrative tasks that are required to keep things running smoothly.

It’s their job to ensure the representatives are focused on production.

How Much Does a Sales Development Manager Make?

As with most other positions, sales development manager salaries are best described in terms of an average or a range rather than a specific number. Nationwide, that average works out to approximately $70,000 per year depending on factors such as location and experience. Thus, a manager in San Francisco may make significantly more than their counterpart in Tulsa. 

One thing you do have to consider is that like most other sales-related positions, manager compensation can vary depending on the team’s output or revenue targets. 

Some ways overall compensation can break down can include:

  • Base salary
  • Bonuses
  • Profit-sharing
  • Commission

There is no single form of compensation, and many managers will negotiate compensation packages based on their previous situations (source). 

What to Look for in a Sales Development Manager

There are several different factors to consider when looking for a sales development manager for your organization. To start, a sales development manager’s description should include proven success as a sales executive themselves. You want them to have that background to internalize the requirements of the people working for them.

Like most professions, doing something well doesn’t mean you can coach it, so you also want to look for that skill set. You want both the necessary skill set to be a good SDR and the ability to communicate it to another.

A large part of a sales development manager job description is coaching, so they need to improve their own coaching skills and the skills of others. Another key aspect of the job is translating business objectives to sales strategy. 

The manager has to transfer the broad strategic vision to a series of concrete steps that their SDR can carry out for your organization to achieve its goals. 

To learn more about sales development managers and how to build great teams, contact SalesRoads today.

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