The sales management team develops the commercial strategy and translates it into a tactical approach and concrete actions. The focus is on maximising market share, attracting new customers and retaining existing customers, as well as increasing turnover and profit margins. Sales management still sees many opportunities in the field of cross and upsell, retention management and customer satisfaction with the ultimate goal of optimising the customer experience. It is important to regularly take a critical look at the sales process and to look for ways to improve the effectiveness and efficiency of the team (increase conversion).

In order to safeguard the company's competitive position, sales management - together with marketing management - maps out market evolutions, commercial actions and the position of the competition. It also tries to respond very promptly to new developments.
In the interest of the organisation, close cooperation with marketing is indispensable. If both departments are properly coordinated, it will make a world of difference. It goes without saying that both marketing and sales pursue the same objectives and target the same target groups. By making smart use of the available data elements together, by working in a structured, reasoned and well-considered way, companies can significantly increase their returns, their conversion and their efficiency.