Becoming a Vice President of Sales is a major career milestone for ambitious sales professionals. It’s the role where you take charge of an entire sales organization, shape strategy, and drive revenue growth at the highest level. Early- to mid-career salespeople who consistently beat their targets and demonstrate leadership often aspire to reach the VP of Sales level. But how do you make that leap from sales rep or manager to Vice President?
This article provides a comprehensive guide on what a VP of Sales actually does, the skills you’ll need to develop, the demand and salary you can expect in this role, and actionable ways to work your way up to the VP seat. The advice is industry-agnostic – whether you’re in manufacturing, finance, or tech – but we’ll pay special attention to the booming Software as a Service (SaaS) sector, known for its high-paying opportunities and rapid growth. Read on to learn how to navigate your career toward a VP of Sales position.
What is a VP of Sales?
A Vice President of Sales (VP of Sales) is the senior executive in charge of a company’s sales team and strategy. In simple terms, the VP of Sales is the head of the sales department, responsible for leading sales managers and representatives toward hitting revenue targets. This role goes beyond just overseeing day-to-day sales – a VP of Sales sets the vision for how the company will generate revenue, devises sales strategies, and makes high-level decisions to drive growth. They are often the bridge between the sales force and the C-suite, translating the company’s goals into actionable sales plans and ensuring the sales team has what it needs to succeed.
The specific responsibilities of a VP of Sales can vary by organization, but typically include:
- Strategic Planning: Developing sales strategies and goals that align with the company’s overall business objectives. A VP of Sales charts the course for market expansion, customer acquisition, and revenue growth.
- Team Leadership: Managing and mentoring the sales managers and reps. This involves recruiting top talent, training the team, setting performance targets, and building a winning sales culture.
- Performance Management: Tracking sales metrics and KPIs (like pipeline volume, conversion rates, and revenue figures) and adjusting tactics as needed. The VP of Sales reviews sales reports, forecasts future sales, and addresses any shortfalls or opportunities.
- Cross-Functional Coordination: Collaborating with other departments such as Marketing, Product, and Customer Success to ensure the sales strategy is supported across the business. For example, coordinating with Marketing on lead generation efforts or with Product on feedback from customers.
- Executive Reporting: Acting as the link between the sales department and the CEO or other executives. The VP of Sales regularly presents results, market insights, and forecasts to company leadership and may help shape broader company strategy from a sales perspective.
- Customer Relationships: In many companies, the VP of Sales may still engage with key clients or high-value deals, especially in B2B settings. They might step in to negotiate major contracts or to strengthen relationships with strategic customers.
In essence, the VP of Sales is accountable for the revenue number. They ensure that the sales team is firing on all cylinders and that the company’s sales efforts are proactive and aligned with market opportunities. In a smaller startup, a VP of Sales might be very hands-on – even personally closing deals – while in a larger organization they may focus more on strategy, analytics, and coaching their directors and managers. It’s also worth noting that some companies have a Chief Revenue Officer (CRO) role above the VP of Sales; in those cases, the VP of Sales typically reports to the CRO (who oversees all revenue streams, including sales, marketing, and customer success). In other organizations, the VP of Sales reports directly to the CEO. Either way, it is one of the most critical leadership positions in any business with a product or service to sell.
One industry where the VP of Sales role has become especially prominent is SaaS. SaaS companies (which sell software via subscription) rely heavily on fast growth and recurring revenue. A VP of Sales in a SaaS company is often tasked with rapidly scaling a sales team to acquire new customers and expand accounts, all while managing metrics like Monthly Recurring Revenue (MRR), Annual Recurring Revenue (ARR), and churn rate. Because of this high growth potential, SaaS VPs of Sales are highly valued and can have a significant impact on a startup’s success. It’s part of why SaaS is considered a high-opportunity sector for aspiring VPs of Sales.
VP of Sales Skills
Reaching the VP of Sales level means you must cultivate a diverse skill set that blends sales expertise, leadership, and strategic thinking. It’s often said that great salespeople don’t always make great sales leaders – the jump to VP requires new skills beyond personal selling ability. Here are some of the most important skills and competencies a VP of Sales needs to succeed:
- Leadership & Team Management: The ability to inspire, lead, and organize a sales team is paramount. As a VP, you’ll be managing managers and shaping the sales culture. Strong leadership means setting clear goals, motivating the team, and being able to coach and develop talent at all levels. Great VPs of Sales mentor their sales reps and managers, resolve conflicts, and build an environment where the team can thrive and exceed targets.
- Strategic Thinking & Business Acumen: A VP of Sales needs to think big-picture. You should be able to craft a long-term sales strategy that aligns with the company’s business goals, market trends, and competitive landscape. This requires understanding the business deeply – not just the sales process, but also how other functions (marketing, product, finance, etc.) impact sales success. For instance, in SaaS, a VP of Sales must understand subscription economics and how customer success and retention influence revenue.
- Communication & Collaboration: Communication skills are critical for a sales leader. You’ll be communicating the sales vision and strategy to your team, reporting progress (and challenges) to executives, and often representing the sales organization in cross-department meetings. Effective VPs of Sales know how to tailor their communication: they can rally the sales troops with a motivating message, dive into detailed discussions about pipeline numbers with the CFO, and also listen actively to feedback from their team and customers. Collaboration skills go hand-in-hand – working closely with marketing on lead generation strategies, or with product teams to relay customer feedback, requires a collaborative mindset.
- Analytical & Data-Driven Decision Making: Modern sales leadership is highly data-driven. VPs of Sales must be comfortable analyzing sales metrics, market research, and financial reports to make informed decisions. This includes forecasting sales, setting quotas based on data, identifying trends in the sales funnel, and using analytics to pinpoint where the team can improve. Familiarity with Customer Relationship Management (CRM) software (like Salesforce or HubSpot) and sales analytics tools is essential. Being analytical also means measuring the effectiveness of different sales strategies and knowing when to pivot if the numbers suggest it.
- Sales Process Expertise: A VP of Sales should be a master of the entire sales process, from prospecting and lead qualification to negotiating and closing deals. You need a deep understanding of effective sales methodologies and techniques (such as solution selling, MEDDIC, SPIN selling, etc.). This expertise allows you to set up the right processes and playbooks for your team. For example, knowing how to structure a complex enterprise deal or how to optimize a sales funnel comes from years of sales experience. As VP, you’ll standardize best practices and ensure your team adheres to them.
- Hiring & Talent Development: Building a high-performing sales team falls on the VP of Sales. That means you must be adept at spotting and recruiting great sales talent and also at training and developing your people. Hiring involves not only evaluating individual sales skills but also assessing cultural fit and growth potential. Once onboard, your reps and managers will look to you (and the framework you set) for ongoing development – whether through formal training programs, one-on-one coaching, or mentorship. A great VP of Sales is essentially a great teacher and team builder, able to elevate the entire team’s performance.
- Adaptability & Industry Knowledge: The business world – and the sales field – is always changing. Top sales leaders stay on top of industry trends and are open to innovation. Whether it’s adapting to a new CRM tool, embracing social selling techniques, or adjusting your sales approach because of a shift in buyer behavior, being adaptable is key. Industry knowledge is part of this; for example, if you operate in SaaS, you should be knowledgeable about how the SaaS market is evolving, new competitors, and changing customer expectations. An adaptable VP of Sales encourages experimentation (like trying new sales tactics or technologies) and quickly learns from what works and what doesn’t.
In summary, a VP of Sales is a multi-talented professional. You have to be as comfortable leading a team meeting and coaching a struggling salesperson as you are presenting a sales forecast to the board of directors. It’s a role that requires confidence, empathy, analytical thinking, and a constant drive to improve. The good news is that many of these skills can be developed over time with experience and conscious effort. Next, we’ll look at how in-demand these skills are by examining the job market for VPs of Sales.
VP of Sales Employer Demand
If you’re aiming for a VP of Sales role, it’s encouraging to know that the demand for experienced sales leaders remains strong. Virtually every company that has a sales team will eventually need someone to lead it. While the number of VP of Sales positions is naturally smaller than the number of entry-level sales jobs (after all, there’s typically one VP overseeing many reps), opportunities for this role are available across a wide range of industries and company sizes.
Overall, the job outlook for sales leadership is positive. In the United States, for example, the Bureau of Labor Statistics projects employment of sales managers (a category that includes roles like VP of Sales) to grow about 6% from 2023 to 2033, slightly faster than the average for all occupations. Each year, tens of thousands of sales management positions open up, partly due to growth and partly due to turnover and retirements. What this means is that there’s a steady pipeline of opportunities for those with the right experience. Companies are always looking for proven leaders who can boost their revenue.
Demand is especially high in fast-growing sectors. Tech companies, and SaaS businesses in particular, have been fueling a lot of the growth in VP of Sales roles. The global SaaS market has been expanding rapidly (with annual revenue growth rates around 18–19% in the mid-2020s), and that expansion translates into aggressive hiring of sales leadership. A venture-funded SaaS startup that finds product-market fit might quickly need to hire its first VP of Sales to scale the sales team from a few reps to dozens. Larger established tech firms might add regional VPs of Sales to drive growth in new markets. In short, high-tech and software companies present a rich field of opportunity for aspiring VPs of Sales, both because they are growing and because they tend to offer lucrative compensation (more on that in the next section).
Outside of tech, many other industries also seek skilled VPs of Sales. Manufacturing, healthcare, financial services, media – any sector that relies on a sales force will value experienced leadership. The difference may be in how often these roles open up. In some traditional industries, people stay in executive roles for many years, which can mean fewer openings in a given year. In contrast, the tech startup ecosystem creates new companies (and new VP of Sales jobs) every year. Additionally, regional demand can vary. Major business hubs (like New York, London, Toronto, San Francisco, Sydney, etc.) have a higher concentration of companies and thus more VP-level openings, but with the rise of remote work, geography is becoming a bit less limiting. It’s increasingly possible to lead a sales team remotely, and some companies hire VPs of Sales to manage distributed teams across regions.
One strategy to gauge and tap into employer demand is to keep an eye on job postings and networks. Professional networks (like LinkedIn) and specialized job boards can give you a sense of how many VP of Sales positions are out there at any given time. For instance, a quick search on a platform like LinkedIn or a niche site can reveal dozens of VP of Sales openings in the SaaS space alone. Networking with recruiters who specialize in sales roles is another great way to stay informed about demand. In summary, while becoming a VP of Sales is challenging and competitive, the demand for strong sales leaders means that those who prepare themselves well will find plenty of companies interested in their expertise.
VP of Sales Salary
It’s no secret that a VP of Sales is usually a well-paid position. After all, this role carries a lot of responsibility for bringing in revenue. Salaries for VPs of Sales can vary widely depending on factors like the industry, the size of the company, the region, and the individual’s experience. Generally, technology and SaaS companies tend to pay on the higher end of the spectrum (often supplemented by stock options or equity), whereas a smaller company in a traditional industry might offer a more modest salary for the role. Keep in mind that compensation for a VP of Sales typically has multiple components: a base salary, performance-based bonuses or commissions (often tied to hitting sales targets), and sometimes equity or stock grants in the company.
Let’s look at some rough average annual salary ranges for a VP of Sales in a few different countries. These ranges are in local currency and represent a typical annual pay for the role (combining base salary and likely bonus potential) at mid- to large-sized companies. Individual offers may fall outside these ranges, but this gives a general picture:
| Country | Average Salary Range (Annual) |
|---|---|
| United States (USD) | $150,000 – $300,000 |
| United Kingdom (GBP) | £90,000 – £150,000 |
| Canada (CAD) | C$140,000 – C$250,000 |
| Australia (AUD) | A$180,000 – A$280,000 |
Note: These figures are approximate and can vary significantly. They often reflect base salary plus a typical annual bonus. High-performing VPs at large enterprises or high-growth startups can earn above these ranges, especially when commissions and stock options are included. Additionally, cost of living and local market conditions influence salaries – for example, a VP of Sales in San Francisco or New York might be at the upper end (or even beyond) the US range, whereas one at a smaller firm in a lower-cost region might be towards the lower end.
It’s also important to understand the concept of On-Target Earnings (OTE) for sales leadership roles. OTE is the total expected compensation if performance targets (quotas) are met. For a VP of Sales, OTE will include the base salary plus the performance bonus/commission. In many cases, the bonus portion can be 30-100% of the base salary. For example, a VP of Sales might have a base salary of $180,000 and be eligible for another $180,000 in bonus if the company hits its revenue goals – making the OTE $360,000. In booming sectors like SaaS, equity is another big factor: a VP of Sales at a successful startup might receive stock options that, if the company grows or goes public, could be worth significant money on top of the cash compensation.
The bottom line is that the VP of Sales is usually one of the top-compensated people in a company, reflecting the high impact of the role. As you plan your career, it’s helpful to research salary data for your industry and region so you have realistic expectations and can negotiate knowledgeably when the time comes. Many recruiters or career sites publish annual salary guides that include executive sales roles, which can provide more specific benchmarks.
Ways to Become a VP of Sales
Climbing the ladder to a VP of Sales position is an exciting journey, but it requires patience, strategy, and continuous self-improvement. There’s no single “magic” path that guarantees you’ll become a VP, but there are common steps and career moves that successful sales leaders typically take. Below, we outline several key ways to position yourself for a VP of Sales role. Think of this as a roadmap – your exact journey might have some twists and turns, but these principles will guide you in the right direction:
- Build a Strong Foundation in Sales: Almost every VP of Sales starts out as a salesperson. Early in your career, focus on developing solid sales fundamentals. This often means obtaining a bachelor’s degree (fields like business, marketing, or communications can be helpful), and more importantly, getting hands-on experience in an entry-level sales role. Whether you begin as a Sales Development Representative (SDR), an Account Executive, or any other front-line sales position, take this time to learn the art of selling. Master the product or service you’re selling, understand your customers’ needs, and get comfortable with the entire sales cycle – from prospecting to closing. Not only will this groundwork make you a better salesperson, but it will also earn you credibility later on. A VP of Sales who has “carried a bag” (i.e. worked as a quota-carrying rep) is often more respected by the team. In these early years, focus on hitting or exceeding your sales targets consistently, as that track record will be the first indicator that you have what it takes.
- Consistently Exceed Your Targets and Broaden Your Skills: Once you have your footing in sales, it’s time to really shine. Top-performing salespeople get noticed – if you consistently exceed your quota, win awards (like Salesperson of the Year), or land big clients, you’ll demonstrate that you have the drive and skills to succeed. But numbers alone aren’t enough. Use this time to also broaden your skill set within sales. Volunteer for projects that stretch you: for example, offer to help train new hires or take on a slightly different role like sales operations or account management for a stint. The idea is to become a well-rounded sales professional. If your company offers leadership development workshops or sales certifications (like courses in advanced sales techniques or negotiation), take them. Each additional skill – whether it’s mastering a new CRM feature or learning how to analyze sales data – will prepare you for higher-level responsibilities. And as you take on these challenges, you’ll start to think beyond just your own sales; you’ll develop an understanding of how the sales team as a whole can improve.
- Develop Leadership Skills (Even Before You Have a Leadership Title): One big leap on the way to VP is moving from being an individual contributor to being a leader. You don’t have to wait until you have “Manager” in your title to start practicing leadership. Begin by mentoring junior sales reps or new team members – offer to show the ropes to the newcomers, or share successful techniques with peers. Take initiative in team settings: maybe you can run a brainstorming session on improving the pitch deck, or coordinate with marketing on feedback about lead quality. These actions show that you can lead and collaborate. Also, pay attention to the leaders you work under: observe their management style and think about what you would emulate or do differently. Some companies might have a “team lead” position or let senior reps coach others; grab those opportunities. Outside of work, you could even take leadership or management courses, or seek out a mentor who is a sales leader. The goal is to start shifting your mindset from “How can I hit my number?” to “How can I help the team hit its number?”. As you demonstrate leadership informally, you’ll be in a great position to be promoted when a formal management role opens up.
- Move into Sales Management and Excel at It: To become a VP of Sales, you will almost certainly need experience in sales management. This typically means your next step is to become a Sales Manager or Sales Director once you’ve proven yourself as a salesperson. Transitioning to management means your success is now measured through your team’s performance, not just your own. When you land that first management role, throw yourself into it. Learn how to motivate different personality types, how to set realistic but ambitious targets, and how to coach underperformers to improve. You’ll also gain experience in hiring and firing – which is tough but invaluable. As a sales manager or director, you’ll work closely with your VP (or whoever is above you), which is an opportunity to learn. Show that you can run a team that meets its goals, and find ways to improve processes. Maybe you implement a new sales training program that boosts results, or you reallocate territories to increase efficiency. Achievements like that on the management level start building your resume for a VP role. Depending on the organization’s size, you might need to climb a couple of rungs – e.g., Sales Manager to Senior Manager to Director – each time taking on larger teams or more strategic responsibilities. This period of your career is where you truly prove your leadership mettle. Many in the industry say that spending several years in sales management is crucial; it’s where you learn to lead through others, which is exactly what you’ll do as a VP.
- Gain Cross-Department Experience and Business Acumen: Being a top-notch sales manager is great, but VPs of Sales are also business executives. The best sales leaders have a broad understanding of how the business operates beyond just the sales department. To set yourself apart, make a conscious effort to work closely with other parts of the company. For example, partner with the Marketing team to understand how leads are generated and to coordinate on campaigns. Learn about the Customer Success or Account Management side to see how accounts are nurtured after the initial sale – this is especially important in subscription-based businesses like SaaS, where renewals are as important as new sales. Interacting with the Product team can give you insights into the product roadmap and how new features might affect customer demand. Some aspiring VPs even take on short-term projects in other departments (say, a rotation program or a special task force that deals with a company-wide initiative). This cross-functional exposure will broaden your perspective and improve your ability to make decisions that align with the entire business. It’s also a great way to break out of the “sales silo” and demonstrate that you’re leadership material on a company-wide level. Additionally, you may consider further education such as an MBA or executive leadership courses – while not strictly required, they can round out your business knowledge and signal your commitment to moving up. The key is to become not just a sales expert, but a business leader who understands finance, strategy, and operations as well.
- Continue Learning and Stay Adaptable: The journey to VP can take years, and the sales industry will evolve during that time. Show that you are committed to continuous improvement. This could involve obtaining advanced sales certifications, attending industry conferences, or staying up-to-date with the latest sales technologies and trends. For instance, the rise of sales automation tools and AI in sales is changing how teams operate – a future VP of Sales should be familiar with these trends and know how to leverage them. Similarly, keep an eye on market changes in your industry; if selling techniques or customer preferences shift, be the first to adapt and update your team’s approach. Being adaptable and forward-thinking will mark you as someone who can guide a sales organization through change. Employers want VPs who are not stuck in old ways – they want leaders who innovate. So be that person on your team who brings new ideas to the table, experiments with creative sales approaches, and learns from each outcome. The more you learn and adapt over your career, the more you’ll stand out when it’s time to fill that VP role.
- Demonstrate a Track Record of Results and Growth: Companies entrust the VP of Sales role to those who have a proven track record. As you progress through roles, ensure that you leave a trail of success. This means, at each stage (rep, manager, director), try to quantify your achievements. Maybe you grew your territory’s sales by 50% year-over-year, or you took a struggling region from worst to first, or you helped launch a new product that added $5 million in revenue. Perhaps you’ve consistently beaten team quotas every quarter as a director. These metrics and accomplishments are gold when making the case that you’re ready to be a VP. It’s not just about bragging rights – having a history of delivering results gives confidence to your future employer (or your current one, if you’re up for an internal promotion) that you can deliver at the executive level too. Alongside results, show growth in responsibility. If your scope has increased over time (e.g., you started managing a team of 5 and now manage 50 across multiple regions), highlight that. A VP of Sales typically handles big responsibilities, so showing that you’ve scaled up in the past is crucial. Sometimes, it can take several years of sustained success to reach the VP level. Don’t be discouraged by the timeline – think of it as building a portfolio of proven successes that will eventually make you the obvious choice when a VP slot opens up.
- Network and Seek the Right Opportunities: Finally, positioning yourself for the VP of Sales role often comes down to seizing the right opportunity. Many sales professionals reach a point where they have director-level experience and strong results – the next step is finding a VP opening that fits. Networking is your friend here. Connect with other sales leaders, founders, and executives in your industry. Let mentors and trusted colleagues know of your career goal; they might recommend you when they hear of opportunities. Be active in industry associations or online communities for sales professionals. Sometimes, getting a VP role can involve switching companies – for example, a smaller company or startup might be willing to hire you as their VP of Sales if you’ve been a successful sales director elsewhere. Keep an eye on job postings and consider using specialized job boards and recruiters. For instance, if you’re targeting the tech sector, a niche jobs board like The SaaS Jobs can be a valuable resource for finding VP of Sales openings in SaaS companies. When evaluating opportunities, think about where you can be successful: consider the company’s stage (startup vs. large corporation), its sales challenges, and how your experience aligns. In interviews for VP roles, you’ll need to articulate your vision and how you would lead the sales org to new heights. This is where all the preparation – your skills, cross-functional knowledge, and track record – comes together. It might take some time and a few interviews to land that first VP job, but persistence is key. Each interaction is a chance to learn and refine your approach. When you do land the role, you’ll likely find it both challenging and immensely rewarding – the culmination of years of hard work and the start of a new, exciting chapter in your career.
In closing, becoming a VP of Sales is a journey that combines personal achievement with leadership growth. It’s about transforming from a great salesperson into a great sales leader. Along the way, you’ll accumulate knowledge, experience, and professional relationships that not only make you qualified for the role but also capable of excelling in it. Remember that there’s no shortcut to gaining the depth of experience a VP needs – industry experts note that even in the fastest scenarios it can take 5-10 years of progressive experience to develop into a true VP of Sales. So be patient with your career progression, but also be proactive. Set clear goals, seek feedback, and never stop improving your craft.
Ultimately, reaching the VP of Sales level means you’ve become the kind of person who can lead a company’s revenue engine and inspire others to succeed. With the right mix of skills, experience, and determination – and by following the strategies outlined in this article – you’ll put yourself on the path to earning that VP of Sales title. Good luck on your journey to the top of the sales ladder!
