WHAT DOES A DIRECTOR OF SALES AND MARKETING DO?

Updated: Dec 04, 2024 - The Director of Sales and Marketing actively participates in all required meetings, training, and group events, ensuring consistent engagement and alignment with strategic goals. Develops and implements comprehensive marketing strategies in collaboration with department managers, coordinating advertising, events, and promotional activities to enhance community visibility and engagement. Leads outreach efforts, meticulously monitors marketing metrics, and maintains robust communication with key stakeholders to drive community growth and meet established targets.

A Review of Professional Skills and Functions for Director of Sales and Marketing

1. Director of Sales and Marketing Duties

  • Event Participation: Attend all required meetings, trainings, and group events.
  • Promotional Activity Management: Participate in and/or organize promotional activities such as trade shows.
  • Reporting: Provide weekly and monthly activity reports of tours, deposits, apartment assignments, move-ins, and move-outs, and any other reports as requested by the Senior Executive Director.
  • Strategic Review: Meet with Senior Executive Director weekly to review strategic goals/benchmarks.
  • Marketing Strategy Development: Develop and implement marketing plans, activities, events, newsletters, brochures, and overall marketing strategy of the community, in collaboration with department managers and the Generations Director of Sales and Marketing.
  • Event Coordination: Coordinate and oversee community advertising, events, and specific activities.
  • Media Coordination: Coordinate certain media advertising with the Generations Director of Sales and Marketing.
  • Marketing Logistics: Arrange for, purchase, set-up, and distribute marketing gifts.
  • Lead Management: Work with established systems to generate qualified prospective residents and convert leads to deposits and future residents.
  • Outreach Coordination: Take primary responsibility for all outreach efforts, coordinating all outside marketing/events and maintaining communication with these contacts.
  • Goal Achievement: Meet or exceed community contact goals set by the Senior Executive Director.
  • Community Outreach Leadership: Lead outreach efforts by community staffers.
  • Resource Development: Develop and maintain a comprehensive marketing resource and referral list.
  • Market Research: Tour competitive communities routinely and attend events.
  • Market Analysis: Complete an annual competitive market survey.
  • Staff Supervision: Supervise and maintain a well-qualified, productive sales staff.
  • Staff Management: Manage hiring, progressive discipline, firing, performance monitoring (goals and input), training, and motivation.

2. Director of Sales and Marketing Details

  • Referral Evaluation Facilitation: Responsible for facilitating the evaluation of referrals, from initial contact through final admission decisions and admitting new residents.
  • Event Planning and Organization: Plan, organize, and coordinate marketing events to drive new prospects.
  • Outreach Coordination: Coordinate and conduct outreach specific to referring hospitals and other referral sources to maintain top of mind awareness and generate referrals.
  • Lead Management: Interface with leads and maintain accurate records in the community database.
  • Sales Communication: Complete phone contacts, appointments, seminars, presentations, and communicate deposit expectations with prospects.
  • Sales Goal Achievement: Meet predetermined monthly, quarterly, and annual sales goals.
  • Report Preparation: Prepare and distribute sales reports, commission reports, and maintain files.
  • Event Participation: Work occasional evenings and weekends for special events and coverage.
  • Strategy Development: Develop, implement, and execute sales, marketing, and pricing strategies.
  • Market Analysis: Perform objective market analysis and validation for new product launches.
  • Pre-sales Planning: Develop pre-sales launch plans for new products, including quantitative leading indicators, marketing objectives, sales process, pricing models, forecasting, Beta site planning, objectives, and early adopter sales strategy.
  • Clinical Workflow Analysis: Assess clients’ needs, provide clinical workflow analysis, and redesign solutions to improve process inefficiencies.
  • Cost Reduction and Compliance: Identify opportunities with clients to reduce costs, maintain regulatory compliance, and facilitate achieving clients’ strategic goals.

3. Director of Sales and Marketing Responsibilities

  • Team Building: Creates an integrated, cohesive, and high-performing sales and marketing team.
  • Brand Promotion: Drives the overall brand awareness of the organization and its mission.
  • Strategic Planning Leadership: Actively participates in the development and leads the execution/implementation of the council’s strategic sales and marketing plan.
  • Demand Generation Strategy: Spearheads the development and execution of demand generation and data-driven strategies to grow girl and adult membership.
  • Marketing Strategy Oversight: Oversees the development and execution of innovative and integrated marketing and communications strategies, including traditional, digital, and social media, to grow membership and garner positive collaboration with key stakeholders, community leaders, and partners, the media, and the general public.
  • Community Relationship Development: Develops relationships with schools, superintendents, community leaders to develop effective strategies to grow membership.
  • Collaborative Goal Achievement: Works closely with other council Senior Directors to achieve organizational goals.
  • Sales and Marketing Management: Ensures sales and marketing goals are developed, implemented, and evaluated.
  • Budget Management: Responsible for the operational budget in all areas of responsibility.
  • Talent Recruitment and Development: Recruits, supports, and develops top-notch talent for the council.
  • Culture Promotion: Promotes an organizational culture based on the Community Statement.

4. Director of Sales and Marketing Accountabilities

  • Strategic Planning Collaboration: Collaborate with key stakeholders to establish comprehensive strategic marketing plans and outside sales plans to achieve corporate objectives for all product lines and services.
  • Market Analysis: Research, analyze, and monitor financial, technological, and demographic factors to capitalize on market opportunities and minimize effects of competitive activity.
  • Budget Management: Develop and manage the marketing and sales budget.
  • Promotional Strategy Oversight: Plan and oversee advertising and promotional activities including print, online, electronic media, and direct mail to grow market share.
  • Materials Production Oversight: Oversee the development and production of promotional and collateral materials supporting the sales function.
  • Product Knowledge Mastery: Understand all RIA and Invision services, products, and benefits to all customer bases, including patients and referring physicians.
  • Market Intelligence: Maintain a strong knowledge base of the outpatient imaging market served.
  • Market Feedback Integration: Gather market feedback to continually improve Invision operations and differentiate versus competitors.
  • Performance Metrics Development: Develop and monitor metrics of performance for the sales team, monitor CRM data, and ensure database management is kept up to date and utilized.
  • Leadership Provision: Provide leadership for the marketing and sales team.
  • Digital Campaign Management: Develop and manage overall web design and social media campaigns.
  • Brand Messaging Development: Work with Senior Leadership and Invision physician champions to create brand messaging across the enterprise.
  • Communication Facilitation: Facilitate both internal and external communication and manage public relations messages.
  • Sales Campaign Creation: Create and foster key messages and campaigns for the sales team.
  • Interdepartmental Collaboration: Collaborate with HealthOne marketing and sales departments to achieve business growth objectives.

5. Director of Sales and Marketing Functions

  • Strategic Development and Execution: Develop and execute the sales and marketing strategies, both domestically and internationally.
  • Brand Alignment Assurance: Ensure all sales and marketing activities maintain the existing objectives and brand.
  • Team Motivation and Leadership: Motivate the team to develop lead generation and upselling products and services and ensure full sales cycles are completed.
  • Cost Management: Responsible for maintaining margins and managing costs.
  • Business Growth Leadership: Lead the team to find all sales opportunities possible and deliver on new business growth.
  • Event Strategy Implementation: Continue the company’s strategy of CPD events by supporting the team in developing and delivering these.
  • Sales Reporting: Provide accurate reporting on sales pipelines and forecasts.
  • Performance Review: Review sales performance against objectives/targets to determine the efficiency and effectiveness of the function.
  • Cross-Functional Support: Support the team in working closely with Estimating and Project Management to ensure opportunities are costed effectively and there is a smooth handover and transition of the order into Project Management.
  • System Development and Improvement: Develop, implement, and improve sales and marketing systems.
  • Contract Management Collaboration: Work closely with the Commercial team to ensure contracts with customers are robust and accurate.
  • Product Development Liaison: Work closely with Engineering to understand product developments and ensure effective product marketing and product understanding within the sales and marketing teams.

6. Director of Sales and Marketing Job Description

  • Profit Margin Oversight: Be responsible for ensuring that Bookings and quoted Profit Margins align with goals and objectives set by the President.
  • Sales Leadership: Provide planning, direction, motivation, and organization for the entire sales effort.
  • Forecast Coordination: Coordinate and oversee the compilation and attainment of Sales Forecasts as directed by the President.
  • Customer Relationship Management: Create, maintain, and improve company relationships with customers and sales representatives.
  • Market Research: Perform research, as directed by the President, to investigate potential products or markets.
  • Record Management: Ensure the sales staff maintains adequate records of all accounts and leads, and follows up with them on a timely basis.
  • Sales Planning: Plan and execute sales activities that support established objectives and identify new growth opportunities within budgetary limits.
  • Personnel Management: Recommend hiring, firing, promoting, demoting, or disciplining of department employees.
  • Team Performance: Be ultimately responsible to the President for the successful performance of all employees assigned.
  • Department Management: Have the authority and responsibility to manage the Sales Department efficiently and economically.
  • Strategy Development: Develop sales strategies to achieve business and sales goals.
  • Coaching: Provide coaching to sales managers on the company's sales strategies.

7. Director of Sales and Marketing Overview

  • Team Leadership: Oversee a team of employees tasked with increasing market share and developing relationships with referral sources.
  • Market Research: Research new business opportunities for Lamwork and explore additional markets for entry.
  • Performance Reporting: Report weekly/monthly to the Executive team on goals, progress, and strategy.
  • Relationship Building: Oversee a team tasked with building internal relationships with case managers, physicians, and clinical workers.
  • Brand Marketing: Develop new ways to market the Lamwork brand through various channels.
  • Sales Achievement: Meet/exceed all sales objectives for company product(s).
  • Product Knowledge: Demonstrate advanced product knowledge and articulate it to the sales and marketing team.
  • Sales Analysis: Analyze sales performance and adjust business plans and execution as needed.
  • Social Media Management: Oversee the social media aspect of the company.
  • Internal Sales Oversight: Oversee the internal sales team for the company.
  • Customer Experience: Work with the Intake Team to create the best customer experience for the company’s referral sources.
  • Brand Coordination: Coordinate with sales and business development to ensure consistent branding and sales alignment.

8. Director of Sales and Marketing Details and Accountabilities

  • Sales Coordination: Direct and synchronize outside sales, inside sales, and customer service activities to meet customer expectations.
  • Risk Assessment: Understand pricing, market conditions, and assess risks for key products/commodities to develop sales strategies.
  • Strategy Development: Evaluate and implement best sales strategies to meet expectations of ever-changing markets.
  • Forecasting: Develop and communicate forecast information regularly.
  • Customer Satisfaction: Optimize plans and meet customer expectations.
  • Business Development: Evaluate current customers' growth plans and seek additional key business partners to support continued organizational growth.
  • Cross-Department Collaboration: Collaborate with Scheduling, Materials, Production, Quality, and Finance in support of company objectives and customer requirements.
  • Team Development: Coach and develop team members to maintain adequately trained staffing.
  • Performance Analysis: Analyze performance metrics and facilitate appropriate actions to achieve business goals.
  • Annual Planning: Develop an annual sales plan for the organization and manage the departmental budget.
  • Campaign Analysis: Oversee and analyze performance and execution of marketing campaigns

9. Director of Sales and Marketing Tasks

  • Professional Networking: Lead participation in professional meetings, conferences, and technical exhibitions.
  • Reporting: Prepare detailed quarterly marketing and sales reports for the company’s management.
  • Lead Generation: Generate leads and nurture them from inquiry to move-in.
  • Event Planning: Plan special community and marketing events.
  • Creative Planning: Develop a creative marketing plan and increase census.
  • Relationship Management: Maintain relationships with industry associations, educational organizations, and publications.
  • Team Leadership: Lead the marketing team and organize events.
  • Strategic Collaboration: Collaborate with senior leaders to develop marketing strategy and plan.
  • Market Analysis: Monitor industry trends and market competitors to support sales goals.
  • Campaign Development: Assist marketing team in developing and implementing strategic marketing campaigns.
  • Forecasting: Provide forecasts to leadership for sales and marketing organizations.
  • Budget Management: Manage all aspects of the marketing budget to maximize the return on investments.

10. Director of Sales and Marketing Roles

  • Strategic Planning: Plan and implement long-term marketing and sales strategies and work-plan.
  • Department Development: Build the company’s marketing and sales department.
  • Relationship Building: Identify, connect, and build close relationships with leading medical centers and interventional cardiologists.
  • Channel Management: Develop and maintain sales channels through local medical device distributors.
  • Market Analysis: Identify and track trends in market and customer needs.
  • Event Planning: Develop plans for presenting product at conferences and exhibitions.
  • Marketing Execution: Hands-on management and execution of marketing material preparation.
  • Sales Tracking: Track sales volume and ensure the company’s goals are met.
  • Sales Support: Support and assist sales throughout the entire pre-sale to post-sale process.
  • Digital Marketing: Plan and manage digital-media presence and marketing activities.
  • Content Development: Develop the company’s content on social media.
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