VP Sales Job Description: Senior Commercial Leader

The VP Sales is a senior commercial leader accountable for defining and delivering sales strategy, driving revenue growth and leading high-performing sales teams. This role is suitable for experienced sales executives with a strong track record of scaling revenue, managing large accounts and working cross-functionally to meet organisational objectives.

VP Sales Job Profile

The VP Sales leads the sales organisation and sets the strategic direction for customer acquisition, account growth and market expansion. The role requires a balance of strategic planning, operational execution and people leadership to ensure sustained commercial performance.

This position reports to the executive leadership team and collaborates closely with product, marketing and finance to align go-to-market priorities, optimise sales processes and ensure accurate forecasting and reporting.

VP Sales Job Description

The VP Sales is responsible for developing and executing a comprehensive sales strategy that delivers annual and long-term revenue targets. This includes establishing clear objectives, defining go-to-market segments, prioritising channels and structuring the sales organisation to maximise coverage and efficiency.

In this role the incumbent will lead recruitment, development and performance management of sales leaders and frontline sellers. They will set quota frameworks, design incentive plans and implement sales processes that drive pipeline generation, conversion and retention while ensuring consistent sales discipline across regions and customer segments.

The VP Sales will also provide accurate sales forecasting and business insight to the executive team, identify risks and opportunities in the sales funnel and work cross-functionally to resolve obstacles that hinder growth. Expectations include measurable improvements in revenue, customer satisfaction and sales productivity within defined timeframes.

VP Sales: Duties and Responsibilities

• Define and implement the sales strategy to achieve revenue, margin and market share objectives.
• Lead, coach and develop senior sales managers and the wider sales team to meet performance targets.
• Establish quota setting, territory design and incentive structures aligned to business goals.
• Manage the end-to-end sales cycle for key and strategic accounts.
• Oversee pipeline management and ensure consistent sales forecasting and reporting.
• Collaborate with product and marketing to shape value propositions and go-to-market plans.
• Identify and prioritise new market and segment opportunities to drive growth.
• Implement sales processes and best practice to improve conversion rates and reduce sales cycle times.
• Build and maintain relationships with major customers and strategic partners.
• Monitor sales performance metrics and take corrective action where necessary.
• Drive cross-functional initiatives to resolve commercial or operational barriers to sales.
• Ensure compliance with contractual and commercial policies during negotiations and deal closures.
• Manage recruitment, succession planning and capability development within the sales organisation.
• Represent the sales function in executive forums and contribute to corporate strategic planning.

VP Sales: Requirements and Qualifications

• Proven senior sales leadership experience, typically 10 or more years in progressive commercial roles.
• Demonstrable track record of meeting or exceeding revenue targets in complex B2B or enterprise markets.
• Experience designing and operating quota, territory and incentive systems.
• Strong strategic thinking with the ability to translate strategy into operational plans.
• Excellent people leadership skills including coaching, performance management and talent development.
• Strong financial acumen with experience in forecasting and sales analytics.
• Evidence of successful cross-functional collaboration with product, marketing and finance teams.
• Excellent communication, negotiation and stakeholder management skills.
• Ability to manage complex sales cycles and large, strategic accounts.
• Comfortable making data-driven decisions and using metrics to drive improvements.
• Experience scaling sales organisations and implementing repeatable processes.
• Degree-level education in business, marketing or a related discipline or equivalent experience.