Voice of the Sales Manager™

EXCLUSIVE INSIGHTS INTO TODAY'S SALES MANAGEMENT

Findings

Methodology

FAQ

Learn More

Sponsored by SalesFuel and
Sales+Marketing Management magazine

SalesFuel's latest Voice of the Sales Manager study, conducted in September 2025, garnered insights from 289 self-identified sales managers across the U.S. The survey represents a well-balanced mix of businesses in the U.S. 

Across different industries, participants shared details about characteristics needed for success on their team, hiring challenges, how they measure team members, and challenges their organizations face. They also revealed how they are using AI in sales and the barriers they face in getting their team to use this technology.

This collaboration between SalesFuel and Sales and Marketing Management magazine provides a comprehensive understanding of the sales professional’s working dynamics, aiding in creating a supportive environment that boosts performance and retains talent.

Select Top-Line Findings

44%of sales managers in the business services vertical say pipeline coverage is the most important KPI in measuring a salesperson's success.

Voice of the Sales Manager, SalesFuel.com, 2025
Voice of Sales Manager, SalesFuel, 2025, business services managers

Methodology

SalesFuel conducted our 3rd Voice of the Sales Manager study in September 2025. The sample consisted of self-reported sales managers who manage three or more sales professionals in the United States. 289 individuals completed the 15-minute survey. Around 26% work at companies with 49 or fewer employees, 40% work at companies with between 50 and 499 employees, and the rest are employed at larger organizations, with 500 or more employees. In addition, around 39% of respondents work at privately held organizations, while 19% are at publicly traded companies. About 10% of the organizations represented in the survey are start-ups.

To avoid over-representation from any single industry, we capped participation at 30% for the retail/consumer goods industry. Contact us if you have additional questions about the study's methodology.

Voice of the Sales Manager FAQs

What is the primary focus of the Voice of the Sales Manager research? 

This research provides a deep dive into the daily challenges, priorities, and strategic needs of a sales manager. It serves as a vital resource for executive leadership to better understand the current landscape of sales management.

How can executive leadership benefit from the insights provided in this report? 

Executive leadership can utilize these findings to align corporate strategies with the ground-level realities faced by their sales teams. By understanding these pain points, leaders can implement more effective support structures and resources.

What specific challenges do modern sales teams face according to the research? 

The research highlights evolving obstacles such as shifting buyer behaviors, the need for better technology integration, and the pressure to meet aggressive growth targets. These insights help organizations prepare their sales teams to navigate a complex marketplace.

In what ways does effective sales management impact overall company performance? 

Strong sales management is the linchpin of revenue generation and sustainable growth. When managers are empowered with the right data, they can better coach their teams and drive consistent, high-level performance.

Does the report offer advice for improving communication between sales managers and their teams? 

Yes, the insights emphasize the importance of transparent communication and data-driven feedback loops. This approach ensures that sales teams remain aligned with organizational goals while maintaining high morale.

How can a sales manager leverage this data to improve their coaching effectiveness? 

By identifying common trends and industry benchmarks, a sales manager can tailor their coaching sessions to address specific skill gaps. This targeted approach leads to faster onboarding and increased productivity across the department.

Is the information in the Voice of the Sales Manager report applicable to all industry types? 

The research focuses on universal principles of modern sales management that transcend specific industries. While execution may vary, the core strategies for managing high-performing teams remain relevant for most B2B and B2C organizations.

What role does technology play in the findings regarding sales management? 

The research underscores that technology is no longer optional but essential for modern sales management. It highlights how tools that provide actionable insights are critical for keeping sales teams competitive and efficient.

How does the research help in identifying the professional development needs of a sales manager? 

The findings outline the competencies required to excel in the current environment, such as data literacy and change management. This allows organizations to invest in the right training programs for their sales leadership.

Why is it critical for organizations to stay updated on current sales management trends? 

The sales landscape is constantly shifting due to digital transformation and changing buyer expectations. Keeping up with these trends ensures that sales teams remain agile and that executive leadership can make informed, forward-thinking decisions.

Improve Your Sales Team with SalesFuel Solutions

More Insight from This Study