VP of Sales: Job Description, Key Responsibilities & Skills
Revenue goals don’t hit themselves. If your sales growth is flat or unpredictable, the missing piece usually isn’t more reps: it’s leadership.
The Vice President of Sales (VP of Sales) is the person responsible for building your entire revenue operation. They bring structure to the sales process, clarity to performance metrics, and alignment across departments.
And the numbers back it up: 65% of companies that outperformed their revenue targets and 57% of those that simply met them had dedicated sales enablement teams in place. That kind of enablement starts with strong sales leadership
For business owners, it’s one of the most high-impact roles in the company, and one of the easiest to get wrong.
Let’s break down the basics of a top-performing VP of Sales: the role, the impact, and how hiring the right one can unlock sustainable growth across your organization.
What Is the Role of a VP of Sales?
Every growing business eventually hits a ceiling. Deals slow down, the team loses focus, and revenue starts to plateau.
A top VP of Sales breaks that cycle by turning scattered sales efforts into a unified, data-driven system. This executive is accountable for everything from revenue planning and forecasting to sales hiring and strategy execution.
Yes, they lead the sales department, but their impact extends far beyond it. Their decisions influence marketing, finance, product, and customer success.
They’re not just there to “hit quota.” They shape how your business captures, closes, and retains customers.
Daily Responsibilities of a VP of Sales
So, what does this role look like in practice?
Below are the core responsibilities that define an effective VP of Sales on a daily basis:
Team building and leadership: The VP of Sales are responsible for recruiting high-caliber sales talent, coaching existing reps, and promoting a performance-driven culture. They set expectations early and reinforce them often, through clear feedback, data, and accountability.
Pipeline and performance oversight: They monitor the full sales funnel, identify deal blockers, and ensure forecasts reflect actual deal velocity. Forecast accuracy becomes a priority, not a guessing game.
Executive-level deal support: Strategic deals don’t move on autopilot. The VP steps in when enterprise opportunities require executive alignment, advanced negotiation, or high-stakes coordination with legal and finance.
Process refinement: Sales processes are constantly evolving. Whether it’s improving CRM hygiene, testing a new sales script, or redesigning lead qualification, the VP is the driver behind those changes.
Cross-functional alignment: They collaborate with marketing to ensure leads meet sales-readiness criteria, with product teams to relay customer feedback, and with finance to model revenue growth based on pipeline data.
Sales enablement and coaching: One-on-one sessions, deal reviews, and targeted training are part of the weekly rhythm. Their goal isn’t just to motivate; it’s to help each rep perform better, faster.
Market-facing representation: From conferences to key client meetings, the VP represents the brand. This is about credibility, trust-building, and long-term client relationships.
The Impact of a VP of Sales, Backed by Numbers
When you hire the right sales leader, you see the difference in the numbers. Not months later, immediately.
Here’s what current data tells us about the real-world impact of a strong VP of Sales:
1. Sales Automation Drives Productivity and Results
According to Desku, organizations that implement automation tools reduce non-selling time by 66%, and 71% of them exceed their sales quotas.
But the tech doesn’t drive itself. A capable VP selects the right tools, ensures adoption, and reshapes workflows to keep reps focused on revenue, not admin.
2. AI Adoption Must Be Led from the Top
Desku also notes that, by 2025, 95% of customer interactions will involve AI. And 90% of top-performing sales teams are already using AI tools to improve productivity.
A VP of Sales who understands these advancements proactively trains teams, restructures sales playbooks, and builds a motion that aligns with how buyers want to engage.
3. Digital selling isn’t optional anymore
Gartner’s Future of Sales report predicts that, in 2025, 80% of B2B sales will occur online. From remote demos to asynchronous buying journeys, the sales motion has changed, and your VP must lead the adaptation.
4. Sales cycles are slowing across industries
43% of B2B leaders say their sales cycles are longer compared to 2024. Your VP must revise qualification criteria, optimize handoffs, and refocus the team on velocity, not just volume.
5. Prospecting struggles hurt pipeline growth
More than 40% of reps report difficulty with outbound prospecting. Effective VPs rework the outreach strategy and give reps the ICP clarity and tools they need to book meetings.
6. Selling time remains dangerously low
A LinkedIn feature from The Daily Sales highlights that sales reps spend only 35% of their time actively engaging with prospects. The rest goes to admin, reporting, CRM data entry, and internal coordination.
A strong VP of Sales must implement systems, automation, and team structure that shift that ratio, so reps spend time where it drives revenue.
7. Sales performance is slipping, and leaders need to respond
According to Salesforce, in 2023, 84% of sales reps failed to meet quota, and 67% predicted they wouldn’t hit it in 2024. These aren’t minor dips; they’re warning signs.
A strong VP of Sales doesn’t just react to poor performance. They diagnose the root causes, build repeatable systems, reinforce accountability, and implement the training and coaching that get reps back on track and keep them there.
Strategic Key Responsibilities of a VP of Sales
A title doesn’t create impact; actions do.
When a VP of Sales is effective, their influence is felt across every layer of the organization: more accurate forecasts, stronger hiring, higher-performing reps, and tighter alignment with your company’s direction.
Here’s how their core responsibilities break down:
1. Aligning Sales with Company Objectives
It’s easy for a sales team to chase numbers that don’t move the business forward. The VP’s first job is to ensure every sales activity supports your broader company goals.
That means syncing sales KPIs (key performance indicators) with broader objectives, like expanding into new markets, improving customer lifetime value, or increasing upsell revenue. Their leadership bring the clarity and focus, so the entire team is moving in the same direction.
2. Driving Revenue Growth
Revenue doesn’t grow by accident. The VP of Sales builds and executes the sales strategy that fuels predictable, compounding growth.
They assess product-market fit, analyze win/loss data, and pinpoint where deals stall. From there, they build a strategic sales plan that connects directly to revenue outcomes.
3. Enhancing Sales Productivity
Your reps aren’t underperforming because they’re lazy; they’re just bogged down by inefficiencies. A strong VP of Sales fixes that.
They cut down on tool sprawl, remove manual tasks, and streamline the sales process so reps can focus on what matters: building relationships with clients and closing deals.
4. Setting Sales Targets and Goals
Without clear targets, sales become reactive. A strong VP of sales sets the tone by defining realistic, data-backed sales goals that challenge the team without setting them up to fail.
This includes territory planning, segmentation, role-specific quotas, and forecasting based on market conditions, not guesswork.
The result? A sales team that knows exactly what’s expected and has the resources to deliver.
5. Overseeing Sales Team Performance
Coaching isn’t a one-time workshop. It’s ongoing, personalized, and data-driven, and the VP of Sales is responsible for building that culture.
They monitor KPIs, run win/loss reviews, analyze call recordings, and track close rates. But more importantly, they turn that data into action, training where needed, reassigning where necessary, and recognizing performance where it counts.
According to Indeed, top VPs also design incentive structures and performance frameworks that keep reps motivated without burning them out.
7 Required Skills and Qualifications of VP of Sales
You don’t need someone who just knows how to sell. You need someone who knows how to lead, forecast, hire, and align teams across your entire business.
Some of the critical skills and qualifications that define today’s most effective VPs of Sales are:
Educational Background
While there’s no one-size-fits-all path to becoming a VP of Sales, most successful candidates hold a Bachelor’s degree in business, marketing, communications, or a related field.
An MBA or advanced degree can be a strong differentiator, especially in complex or enterprise environments, but it's not always required. What matters most is a strong foundation in business fundamentals, strategic thinking, and leadership.
Work Experience
At this level, you’re not hiring potential, you’re hiring proof.
Top VPs of Sales typically bring 10+ years of progressive experience in sales, including several years in leadership roles. That experience often includes building and scaling teams, owning a number, and delivering results under pressure.
More than tenure, what matters is a track record of exceeding targets, coaching high-performing teams, and navigating change whether that’s through market expansion, product pivots, or GTM overhauls.
Strategic Thinking
Thomas Ross, AI implementation expert, points out that sales leadership in 2025 isn’t about running the next campaign, it’s about seeing the next three moves before anyone else does.
“In 2025, the role of a VP of Sales transcends traditional responsibilities. It’s about blending strategy, technology, and leadership to drive sustainable growth. Those who master these critical skills won’t just lead successful sales teams—they’ll define the future of business in a world where innovation and customer experience are king.” Thomas Ross, AI Implementation Expert
Top-performing VPs analyze sales trends, market conditions, and team capacity to create plans that scale. They balance short-term execution with long-term positioning to ensure your business isn’t just growing, but growing in the right direction.
A great VP brings strategic thinking, analytical depth, and the ability to solve problems quickly in fast-paced, high-growth environments.
They excel in change management. When market dynamics shift, they don’t hesitate; they pivot fast and bring the team with them.
Leadership and Management Skills
You can’t grow revenue if you can’t lead people. The best VPs create high-trust environments where reps feel challenged, supported, and motivated to improve.
They coach with context, not criticism. They resolve conflict before it festers. And they know how to structure teams for accountability and autonomy.
Emotional intelligence is non-negotiable in this role. Sales is a pressure-heavy function, and strong leadership keeps that pressure from becoming chaos.
Relationship-Building Abilities
Every major deal, every long-term client, every referral; it all comes down to strong relationships. The VP must model that.
They build trust with key stakeholders, show up in strategic conversations, and ensure that your sales culture values empathy as much as efficiency.
Internally, they promote collaboration across sales, customer success, and product. Externally, they’re often the face of your sales organization with top accounts and partners.
Market and Industry Knowledge
It’s not enough to know your product. A strong VP of Sales understands the market you’re competing in and how buyer behavior is shifting.
They keep up with industry trends, analyze competitor positioning, and surface insights that shape your go-to-market (GTM) strategy. This awareness drives smarter targeting, better messaging, and stronger positioning.
This also allows them to challenge internal assumptions. If your sales motion hasn’t changed in two years, your VP should be the first to question why.
Hard and Soft Skills
According to Thomas Ross, today’s VP needs more than charm and experience; they need technical range.
That includes fluency with CRMs like Salesforce or HubSpot, proficiency in sales analytics tools, and the ability to dissect pipeline data without waiting for an ops report.
But the soft skills matter just as much. Adaptability, clear communication, negotiation, and even public speaking all play a role in how effectively a VP can lead.
In short, a hybrid skillset is needed. The most valuable VPs can shift between managing a board meeting, coaching a rep, and analyzing forecast data, without missing a beat.
VP of Sales vs. Other Sales Roles
Mislabeling leadership roles leads to misaligned expectations. Let’s explore what actually separates a VP of Sales from similar titles:
Sales Managers Handle Execution. VPs Own the System
Sales managers manage reps. They run day-to-day coaching, review pipelines, and push deals across the finish line.
VPs set the vision, build the sales organization, create scalable processes, and align outputs with growth goals. While Managers ask how to hit this month’s number, VPs are designing next year’s revenue engine.
Directors Oversee Teams. VPs Drive Strategy
Sales directors typically manage Sales Managers or regional teams. They focus on execution across units and help scale what’s already working.
But as RevPilots explains, VPs take it further; they define the entire sales strategy, own revenue outcomes, and collaborate cross-functionally to drive sustainable growth.
If you’re expanding markets, changing your GTM model, or overhauling compensation, those calls belong to your VP.
VP of Sales Decision-Making Authority
Hiring a VP of Sales means you’re ready to give someone the wheel and expect them to drive business growth, not wait for instructions.
This role comes with strategic autonomy. The VP owns revenue decisions: forecasting, headcount planning, sales processes, and compensation structures. They’re trusted to lead change, not just maintain the status quo.
They also control key sales operations budgets. Whether it’s investing in enablement tools, rolling out training programs, or restructuring territories, the VP is expected to move fast and make calls that directly affect performance.
VP of Sales Reporting Structure
The VP of Sales typically reports directly to the CEO or COO, depending on how sales integrates with other revenue functions.
According to Indeed, this structure gives them visibility into company-wide goals and the ability to align sales execution with executive strategy.
They also serve as the link between the boardroom and the sales floor, translating business objectives into action plans. Also, they surface frontline insights to inform C-suite decisions.
If you’re a business owner looking to scale, this reporting line isn’t just traditional; it’s necessary.
VP of Sales Career Path and Advancement
Top VPs of Sales have already built and led high-performing teams, closed complex deals, and navigated through growth challenges. You’re not their trial run.
Typical Career Progression
Most VPs start in quota-carrying roles like Account Executive, then move into management as Sales Manager or Director of Sales.
From there, strong candidates have typically:
Led multi-region or enterprise teams
Owned revenue targets
Been accountable for people, process, and performance.
Snaphunt emphasizes the need for a track record of success, not just experience. If your candidate hasn’t built systems, coached leaders, and hit targets consistently, keep looking.
A strong resume doesn’t just show years in sales. It shows outcomes tied to strategy.
Opportunities for Growth
The right VP won’t need micromanagement, but they will need a challenge.
As your company evolves, so can the role. Many VPs expand into ownership of revenue operations, customer success, or even step into a Chief Revenue Officer (CRO) role over time.
But promotions aren’t the goal. Impact is. If your VP of Sales is thinking like a department manager instead of a business operator, they may not be built for scale.
VP of Sales Salary Expectations
This isn’t a junior hire—it’s a revenue leader. And the compensation needs to reflect that level of impact and accountability.
What Business Owners Can Expect to Pay
A VP of Sales typically earns between $306,000 and $538,000 per year in total compensation, according to Glassdoor. Their model estimates:
$139,000 - $226,000/year average base salary
$167,000 - $312,000/year in bonuses, commissions, or profit-sharing
Built In reports a similar average of $205,391, with packages stretching from $140,000 to over $450,000, depending on growth stage, experience, and business model.
Most comp plans include:
Bonuses linked to revenue, margin, or sales efficiency.
Equity or stock options, especially in tech or startup environments.
Retention-based incentives for long-term impact.
What Affects Salary: Stage, Scope, and Market
Several factors directly shape a VP of Sales' offer:
Company stage: Early-stage companies often offer lower base salaries in exchange for equity and long-term upside. In contrast, later-stage or enterprise organizations typically lead with cash compensation and structured performance bonuses.
Scope of responsibility: Running a global team and owning a go-to-market strategy drives higher pay than managing a small regional crew.
Revenue ownership: If the VP is accountable for top-line growth, including forecasting, headcount, and sales process ownership, they can and should command a higher salary.
Location: According to Indeed, cities like San Francisco, Phoenix, Jacksonville, and Centennial offer some of the highest average salaries for VPs of Sales, reflecting demand, cost of living, and local industry dynamics.
Industry: Data from Glassdoor shows that IT, Pharma, Healthcare, Telecom, and Manufacturing offer the highest median pay for this role. These sectors often involve longer sales cycles and higher deal complexity, requiring more seasoned leadership.
If you’re competing for proven revenue leaders, your offer must match the scale of the opportunity. Salary is only one part of the equation; strong VPs evaluate the challenge, the upside, and the level of trust they’ll be given to lead.
VP of Sales Cross-Functional Collaboration
A sales team can’t win in a silo. The VP of Sales connects the dots between revenue and the rest of your business, making sure product, marketing, and customer success all move toward the same outcomes.
If alignment breaks down, so does growth.
Working with Marketing
Leads don’t mean much if they aren’t qualified. A strong VP works closely with marketing leadership to ensure both teams speak the same language and optimize around the same goals.
That includes:
Defining lead criteria together.
Aligning on messaging and ICP segmentation.
Holding joint pipeline and attribution reviews.
Fixing the handoff process between inbound and outbound.
Remember: alignment isn’t optional, it’s operational. If marketing is flooding the funnel with noise, the VP is the one who calls it out and fixes it.
Interfacing with Product Development
Sales hears what customers want, long before it shows up in usage data.
Sales teams hear objections, friction points, and feature requests before anyone else. The VP ensures that feedback reaches the product roadmap, not just the CRM notes.
Going back to Thomas Ross’ insights, modern VPs must translate customer needs into product insights. Especially in B2B and SaaS environments, where product gaps kill deals.
“A VP of Sales who prioritizes the customer doesn’t just close deals—they build lifetime relationships. Customer-centric leadership is the key to long-term growth in an increasingly competitive market.” Thomas Ross, AI Implementation Expert
The best VPs schedule regular syncs with product and engineering leaders. They advocate for what’s blocking revenue, and back it up with data, not opinions.
If your VP isn’t influencing what gets built, they’re leaving money on the table.
What a Strong VP of Sales Job Description Looks Like
If you're posting a role and attracting the wrong profiles, chances are the job description isn’t setting the bar high enough.
Here’s a breakdown modeled after Indeed, but refined to attract operators, not opportunists.
Job Title
Vice President of Sales
Summary
We’re hiring a VP of Sales to lead our revenue strategy, build scalable sales operations, and drive consistent growth. This role reports to the CEO and is responsible for aligning sales with the company’s short- and long-term business goals.
Core Responsibilities
Build and execute a data-driven sales strategy across channels and segments.
Recruit, coach, and manage a high-performing sales team.
Define sales KPIs and monitor team performance through CRM and reporting tools.
Collaborate with marketing to improve lead quality and conversion.
Forecast revenue and refine pipeline management practices.
Lead high-value deals and maintain relationships with key accounts.
Align sales with product and customer satisfaction to improve retention and LTV.
Report to the CEO with insights, risks, and recommendations tied to revenue.
Qualifications
7–10 years in B2B sales, with 3+ years in a senior leadership role.
Experience building sales teams and infrastructure in a growth-stage environment.
Proficiency in CRM (Salesforce, HubSpot) and data analysis tools.
Strong leadership, communication, and cross-functional alignment skills.
History of exceeding quotas and scaling revenue sustainably.
Bonus Criteria
Experience leading go-to-market in SaaS, healthcare, or B2B services.
Familiarity with sales enablement and AI-driven prospecting tools.
Exposure to international or multi-market expansion.
Revenue Doesn’t Scale Without Leadership
The VP of Sales plays a decisive role in shaping how your business generates and sustains revenue.
This isn’t a supporting function; it’s one of the most operationally critical leadership positions in any growth-focused company.
If your sales performance lacks consistency, leadership at this level may be the difference between short-term wins and long-term momentum.
Investing in the right person here creates structure, accountability, and forward movement across the entire commercial engine.
Not sure where to find the right candidate? Check out our guide on the Top 12 Executive Recruiters to Find Elite Leadership Talent to connect with firms that specialize in sourcing proven sales leaders.
FAQs
What is the main responsibility of a VP of Sales?
To lead sales operations in alignment with the company’s growth strategy. This includes setting sales goals, managing team performance, and building scalable processes that support consistent revenue generation.
What’s the difference between a VP of Sales and a Director of Sales?
A Director typically manages sales teams and focuses on execution. The VP handles broader strategic responsibilities, such as planning, cross-department alignment, and performance accountability across the entire sales org.
What qualifications are needed to become a VP of Sales?
Candidates typically have 7–10+ years of sales experience, including several years in leadership roles. Most hold a Bachelor’s degree in business, marketing, or a related field; an MBA or advanced degree can be a plus. Key qualifications include operational expertise, strategic planning ability, strong communication skills, and fluency with CRM platforms and sales tech stacks.
How much does a VP of Sales make?
U.S. base salaries range from $306,000 and $538,000 per year. With bonuses and equity, total compensation often exceeds, especially in high-growth companies.
Who does the VP of Sales report to?
Most report directly to the CEO or COO. This reporting line ensures alignment between revenue strategy and broader business priorities.
Can a Sales Manager become a VP of Sales?
Yes, if they’ve built teams, handled strategic planning, and consistently delivered results beyond their direct reports. Moving into the VP role requires more than experience; it demands clear business acumen and leadership across functions.