The job of Sales and Marketing Manager: missions, salary and training

Sales and marketing managers in modern companies

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As the driving force behind a company's growth, the Sales and Marketing Manager plays a strategic role at the crossroads of sales, branding and customer relations. He or she must be able to steer sales performance while driving coherent, innovative marketing initiatives. A key position, particularly sought after in dynamic sectors such as tourism, digital or thehotel industry.

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The role of the Sales and Marketing Manager

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The Sales and Marketing Manager's main objective is to develop the company's sales. He/she acts on two fronts:

• Sales strategy (prospecting, customer loyalty, key account development)
• Marketing strategy(campaigns, positioning, digital communication)

Examples of assignments:

• Draw up annual sales action plan
• Managing a sales or marketing team
• Monitor performance KPIs, analyze feedback
• Launch new products or services with a 360° strategy

The skills of a Sales and Marketing Manager

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Essential hard skills

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This profession requires an excellent command of :

• Sales techniques (B2B/B2C, negotiation, CRM)
• Marketing tools(SEO, SEA, emailing, social networks)
• Budget and data management (reporting, segmentation)

Soft skills required

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Soft skills are essential for any job, but leadership, persuasiveness and stress management are essential, as is adaptability in a world of fast-changing trends.

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Where can I work as a Sales and Marketing Manager?

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This position is present in almost all sectors, but is particularly strategic in :

• Hotel groups, travel agencies, restaurant chains
• Startups and digital companies
• Luxury brands, tourism and high value-added services

According to APEC, more than 17,000 dual-skilled sales and marketing positions are created every year in France.

CTA: Find out more about dual skills

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Digital challenges for sales and marketing managers

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Digital technology is profoundly transforming this profession. Today, a Sales and Marketing Manager must :

• Managing omnichannel campaigns
• Understanding theuse of AI for prospecting and segmentation
• Optimize customer journeys with marketing automation
• Integrating CSR issues into sales pitches

Sales and Marketing Manager Salary and career development

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The salary of a Sales and Marketing Manager varies according to several criteria: company size, sector of activity, region and experience.

At the start of a career (1 to 3 years), remuneration is around €30,000 to €38,000 gross per year. With experience, or in structures with high sales stakes, salaries can quickly rise to €45,000 to €60,000, or even more with a variable component based on results.

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Career development

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This position opens the way to :

• Sales Manager
• Group Marketing Manager
• Executive Vice-President

Train as a Sales and Marketing Manager with Crews

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At Crews, Bac+3 to Bac+5 training courses enable access to this type of position, combining :

• Brand strategy and digital performance
• Real-life professional environment (concrete cases, field workers)
• Synchronous Online model, with 1 week of videoconferencing classes per month and 3 weeks for work-study or project work, enabling you to fine-tune your skills and knowledge.

👉 Discover the Bachelor or Master in digital marketing at Crews

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Crews also offers short training courses (between 7h and 21h) for professionals who want to quickly acquire skills that can be put to good use and adapted to their needs. These courses include

• CRO Training - Conversion Rate Optimization
• Digital Marketing Training
• Digital strategy Training

All our professional training courses