When most people think of sales leadership, they picture someone who can “motivate the team” or “drive results.” But authentic sales leadership goes much deeper than that.
The best sales leaders don’t just chase quotas—they build high-performing, predictable revenue-generating machines. They create clarity, drive accountability, and shape a culture where teams thrive.
Here are 10 things I’ve learned about what separates good sales leaders from great ones:
- They Coach and Get the Most Out of Their Team
Every rep needs something different. Strong sales leaders know their team members’ strengths, blind spots, and growth opportunities. They tailor coaching plans for each individual and spend time in the field helping reps grow while walking alongside them. - They Turn Strategy Into Execution
The executive team sets the company’s vision—sales leaders bring it to life with high-level strategy. They translate big-picture goals into clear, tactical actions and make sure the team knows exactly what to do, when to do it, and why it matters. - They Own the Number
There are no excuses. Sales leaders own the full team target and make sure each rep knows exactly what part of the number is theirs. There’s total clarity, visibility and accountability. - They Coach Up or Coach Out
Great leaders hold the bar for standards high. When someone slips, they either get coached back up—or coached out. At a recent event, a high performer said: “My happiest days are when the worst performers are let go.” Let that sink in – that says a lot! - They Build a Culture That Wins
Strong sales leaders shape cultures where hard work is respected, wins are celebrated, and toxic behavior isn’t tolerated—regardless of someone’s book of business. It’s a culture where people are passionate to stay and grow with the company! - They Hand Out Praise and Take the Blame
The best leaders shine the spotlight on their team’s successes and shoulder the responsibility when things go wrong. That creates trust, loyalty, and growth and knowing that your leader values you and encourages you to step out of your comfort zone and grow, without throwing you under the bus is a game-changer! - They Build Bridges, Not Silos
Sales doesn’t happen in a vacuum. Great leaders build alignment with marketing, engineering and operations, ensuring the sales team is focused on selling. - They Remove Obstacles
They don’t just say “sell harder.” to their team. They diagnose what’s slowing the team down—bad data, clunky tools, unclear messaging—and remove or fix it. - They Equip Their Team With the Right Tools
Winning sales teams don’t wing it. Great leaders ensure reps have clear messaging, well-documented processes, and an industry-leading sales stack built to perform; ensuring the team is armed and ready for the tasks at hand. - They Arm. Point. Monitor.
My mentor Mike puts it perfectly:
Arm the team with what they need.
Point them toward the goal.
Monitor results and adjust as needed.
Then go to battle.
If your sales team is underperforming, don’t just look at the reps.
Start by looking at the leader.
Cheers,
Kyle Jager
