Key Responsibilities and Required Skills for Sales and Marketing Executive

🎯 Role Definition

As a Sales and Marketing Executive, you will lead both sales outreach and marketing activation efforts, working closely with cross‑functional teams to develop strategies, execute campaigns, engage prospects and convert opportunities into revenue. You will manage customer relationships, own lead‑generation processes, support product positioning, monitor performance metrics, and contribute to the brand’s visibility and growth.

📈 Career Progression

Typical Career Path

Entry Point From:

Junior Sales Representative
Marketing Coordinator
Business Development Executive

Advancement To:

Senior Sales & Marketing Manager
Head of Growth & Demand Generation
Director of Sales and Marketing

Lateral Moves:

Product Marketing Manager
Channel Sales Manager
Digital Marketing Strategist

Core Responsibilities

Primary Functions

Identify potential target markets and customer segments through market research, lead generation, cold‑calling, networking and referrals to build a robust sales pipeline.
Develop and implement comprehensive sales and marketing strategies to promote products or services, increase brand awareness, engage customers and drive revenue growth.
Collaborate with the marketing team to design and execute multi‑channel campaigns including digital advertising, events, promotions and content marketing that support sales targets.
Build and maintain strong relationships with new and existing customers; manage client inquiries, negotiate contracts, handle objections and ensure customer satisfaction and retention.
Prepare, present and demonstrate products or services to prospective clients, articulating benefits, value‑propositions and competitive differentiators.
Track, analyse and report on sales and marketing performance metrics including lead conversion, revenue, ROI of campaigns, market trends and competitor activity; provide insights and recommendations to management.
Manage and update customer databases and CRM systems; ensure accurate lead status, customer information and pipeline health for sales forecasting and marketing follow‑up.
Attend industry trade shows, exhibitions, client meetings and networking events to promote the company’s brand, generate leads and build strategic partnerships.
Conduct market research, competitor analysis, customer feedback gathering and market‑intelligence activities to inform product development, pricing strategies and campaign planning.
Collaborate with product, operations, customer service and marketing teams to ensure alignment between sales efforts, product offerings, pricing, logistics and customer experience.
Create sales proposals, quotations, pricing models and contract documents; negotiate terms and close deals in accordance with company policies and margin objectives.
Develop marketing collateral, case studies, presentations, promotional materials and online content in coordination with creative and marketing teams to support sales initiatives.
Manage promotional schedules, coordinate media and sponsorships, monitor marketing spend and ensure campaigns are executed on time, within budget and aligned to business goals.
Monitor customer satisfaction, follow up after sales, manage renewals and upsell opportunities and ensure long‑term business relationships and customer loyalty.
Maintain professional knowledge of industry developments, emerging trends, digital marketing innovations and best practices to keep the company competitive.
Assist with budgeting for sales and marketing functions, monitor spend, analyse cost‑effectiveness of campaigns and maximise return on investment.
Ensure brand consistency across all customer touchpoints, channels and materials; uphold company values and quality standards in marketing and sales communications.
Develop and manage channel and partner sales initiatives; identify strategic alliances, coordinate joint campaigns and expand distribution networks.
Support digital marketing functions: oversee social‑media campaigns, email marketing, SEO/SEM efforts and website engagement to generate leads and support conversion.
Set personal performance targets and KPIs, proactively drive achievement of quotas, lead generation goals and market‑development objectives in line with company revenue goals.
Provide post‑event analysis, campaign debriefs and continuous process improvement: capture learnings, optimise workflows and feed into sales and marketing strategy revisions.

Secondary Functions

Support ad‑hoc data requests, market‑analysis tasks and sales‑marketing insight generation.
Contribute to the organisation’s business‑development roadmap by providing feedback, market insight and growth ideas.
Collaborate with business units to translate customer behaviours, competitor intelligence and sales data into actionable product or service enhancements.
Participate in cross‑functional improvement initiatives, training programmes and strategic workshops to enhance sales‑marketing effectiveness and team capability.

Required Skills & Competencies

Hard Skills (Technical)

Proven ability to develop sales and marketing strategies, campaigns and execution plans.
Strong knowledge of CRM software, pipeline management and lead‑tracking tools (e.g., Salesforce, HubSpot).
Data‑analysis, reporting and business‑intelligence skills: comfortable interpreting KPIs, conversion metrics and campaign ROI.
Proficiency in multi‑channel marketing initiatives including digital marketing (SEO/SEM, social media, email), events and promotions.
Excellent presentation, proposal writing and negotiation skills to close deals and secure contracts.
Experience in lead generation, cold‑calling, prospect qualification and pipeline development.
Competency in market research, competitor analysis and customer segmentation to support strategic decisions.
Ability to generate marketing collateral, digital content or campaign assets in collaboration with creative teams.
Budget‑management skills: ability to plan spend, monitor cost‑effectiveness and optimise resource allocation.
Knowledge of sales lifecycle, channel sales, partner ecosystems and business‑development fundamentals.

Soft Skills

Excellent communication and interpersonal skills: comfortable engaging with clients, colleagues and stakeholders at multiple levels.
Sales‑driven attitude and target‑oriented mindset: motivated to achieve ambitious goals and key performance indicators.
Strong strategic thinking and business acumen: able to align sales‑marketing activities to broader business objectives.
Adaptability and flexibility: able to manage changing priorities, shifting markets and evolving customer needs.
Empathy and customer‑centric focus: builds relationships, listens to client needs and delivers value.
Teamwork and collaboration: works effectively across functions, supports colleagues and fosters a positive environment.
Negotiation and persuasion skills: able to influence decision‑makers and close opportunities.
Analytical mindset and problem‑solving: identifies issues, proposes solutions and drives process improvements.
Time‑management and organisational skills: able to juggle multiple campaigns, sales activities and deadlines effectively.
Initiative and self‑motivation: takes ownership, drives action and works independently when needed.

Education & Experience

Educational Background

Minimum Education:

Bachelor’s degree in Marketing, Business Administration, Sales or a related field.

Preferred Education:

Master’s degree (MBA) or advanced qualification in Sales & Marketing or Business Strategy.

Relevant Fields of Study:

Marketing & Sales Management
Business Administration
Digital Marketing & Analytics
Strategic Business Development

Experience Requirements

Typical Experience Range:

2 to 5 years of combined sales and marketing experience, preferably in a similar role or industry.

Preferred:

Proven track record of generating sales, executing marketing campaigns and contributing to revenue growth.
Experience using CRM tools, managing campaigns and working with cross‑functional teams.
Exposure to multi‑channel marketing, digital platforms and business‑development environments.