Sales Manager

Location: South Wales / M4 Corridor (On-site) Reporting To: Commercial Director Employment Type: Full-time, Permanent About the Opportunity We are seeking a disciplined, performance-focused Sales Manager to direct and elevate a dedicated, growing UK sales team. Currently, our commercial strategy focuses on converting a high volume of warm inbound enquiries through a proven, structured consultation and demonstration process. As the business scales, we will be strategically introducing outbound lead generation into the mix. This role is tailored for a hands-on sales leader who thrives on operational rigour, clear conversion metrics, and process adherence. You will own the day-to-day execution of the team, driving conversion ratios, instilling robust CRM hygiene, and ensuring comprehensive follow-up across every opportunity. Core Purpose of the Role Take full ownership of daily sales team performance, ensuring high standards and process adherence across all customer touchpoints. Maximise conversion rates from high-volume inbound leads through strict pipeline governance. Build the operational framework to successfully integrate outbound sales activity alongside inbound operations. Cultivate a culture of accountability, continuous coaching, and measurable growth. Key Responsibilities Team Leadership & Operational Discipline Manage, coach, and inspire a domestic sales team, setting clear KPIs and target metrics. Maintain day-to-day discipline around sales activity: outbound call volume, follow-up cadence, and CRM accuracy. Conduct structured call reviews, live demo observations, and 1-to-1 coaching sessions to drive consistency. Track performance data closely, identifying and addressing underperformance constructively. Lead the recruitment, onboarding, and training of new sales executives as the department expands. Pipeline Management & Conversion Optimization Own the headline metric: Inbound-to-Closed-Sale Conversion Ratio. Enforce a strict "no lead left behind" policy, ensuring rigorous, structured follow-up on every enquiry. Oversee lead allocation to ensure balanced, healthy distribution across the team. Maintain strict CRM discipline, ensuring all activity, lead statuses, and next steps are recorded accurately. Analyse pipeline friction points to understand deal drop-offs and coach the team on overcoming objections. Process & Script Management Own, refine, and optimize our structured sales presentation and demo scripts. Ensure the team balances strict process adherence with authentic, consultative conversation. Gather feedback from won/lost deal analyses to continuously improve pitch materials and processes. Roll out process updates through structured training and active desk-side reinforcement. Strategic Expansion into Outbound Lead the operational transition into a hybrid model (Inbound + Outbound). Help design and test outbound workflows, prospect targeting criteria, and outreach scripts. Identify and develop team members who demonstrate a strong aptitude for proactive business development. Key Role Objectives Deliver consistent, measurable lifts in lead-to-sale conversion rates. Maintain 100% documented follow-up on inbound leads within strict SLAs. Enforce high standards of process and script compliance via regular quality audits. Successfully launch outbound capabilities without sacrificing inbound conversion performance. What We Are Looking For Experience & Track Record Proven experience managing a sales team within a structured, target-driven environment. Demonstrated success in driving high conversion ratios from inbound lead flows. Hands-on experience operating within (and enforcing) a structured or scripted sales methodology. Proficiency with CRM platforms and using pipeline analytics to manage performance. Exposure to outbound sales techniques and campaign management. Skills & Personal Attributes A process-driven leader who leads from the front and sets a high bar for excellence. An energetic coach capable of delivering direct, actionable feedback. Exceptional organizational skills with strong attention to detail across pipeline data and follow-up tracking. Resilient, analytical, and data-led when troubleshooting conversion bottlenecks. A hands-on management style—willing to review call recordings, shadow live demos, and coach in real-time.