Sales Director (1 year Diploma course)

Sales Director

Sales Director course details in youtube video click here

Sales Director (Media Organization) in the Media & Entertainment Industry is the
Head of the Sales Division (Media Organization)/ heading sales for a channel at a
senior level

Brief Job Description: Individuals at this job are responsible for leading the sales
efforts of a media and entertainment company.

Personal Attributes: This job requires the individual to understand business
objectives and develop sales plans, forecasts, targets and budgets. The individual is
required to finalise the structure of the sales team and oversee their sales efforts to
ensure that they are in line with the targets that need to be achieved. The individual
must also manage the key clients of the company and procure new clients.

Sales Director
Role Description Lead sales efforts at a media and entertainment company
NSQF level 7

Maximum Educational Qualifications
Graduate :-Post-graduate in Sales & Marketing
Prerequisite License or Training Customer relationship management, Selling techniques
Minimum Job Entry Age :-18 years
Experience ;-5-7 years

Optional: N.A.
Performance Criteria

As described in the relevant OS units

Description
Ad views Total number of times the advertisement has been seen by the audience
Barter An offer in which advertisement space/time is exchanged for goods/ nonmonetary consideration
Billing The total invoiced value payable by the client for the advertisement
time/space purchased
Budget Budget is an estimate of the total cost of production that may include a
break-up of cost components

Campaign Advertisement effort across media platforms, planned during a specific
time period
Day parts Specific time-slots during the day
Effective rate The final advertisement rate offered to the client after discounts
Frequency The number of times the audience is exposed to an advertisement in a
particular medium

Make-good A repeat run of an advertisement to compensate for an error or omission
by the broadcaster
Market share The share of the company in the total market of a product/service
Media buyer An individual handling purchases of advertising space/time across
advertising mediums

Media planner An individual skilled in selecting and determining the correct use of
advertising space/media on behalf of an advertiser
Rate The fee for a unit of advertisement space or time
Reach The total size of the audience that the medium is able to communicate
with
Sales Forecast Predictions and estimates based on historical sales performance using
trends and assumptions for the current period

Schedule A list of advertisements planned to be a part of the campaign
Sponsorship Paid advertising in the form of specifically generated
programming/content advertising for the product/service of the client
Target Audience Set of individuals with similar characteristics that are prospective
customers of the advertisers’ product/service

Target Market The geographic area over which the advertising campaign is focused
Sector Sector is a conglomeration of different business operations having similar
businesses and interests. It may also be defined as a distinct subset of the
economy whose components share similar characteristics and interests.
Sub-sector Sub-sector is derived from a further breakdown based on the
characteristics and interests of its components.

Vertical Vertical may exist within a sub-sector representing different domain
areas or the client industries served by the industry.
Occupation Occupation is a set of job roles, which perform similar/related set of
functions in an industry
Function Function is an activity necessary for achieving the key purpose of the
sector, occupation, or area of work, which can be carried out by a person
or a group of persons. Functions are identified through functional
analysis and form the basis of OS.

Sub-functions Sub-functions are sub-activities essential to fulfill the achieving the
objectives of the function.
Job role Job role defines a unique set of functions that together form a unique
employment opportunity in an organization.

Occupational Standards
(OS)
OS specify the standards of performance an individual must achieve
when carrying out a function in the workplace, together with the
knowledge and understanding they need to meet that standard
consistently. Occupational Standards are applicable both in the Indian
and global contexts.

Performance Criteria Performance Criteria are statements that together specify the standard
of performance required when carrying out a task

National Occupational
Standards (NOS)
NOS are Occupational Standards which apply uniquely in the Indian
context.

Qualifications Pack
Code
Qualifications Pack Code is a unique reference code that identifies a
qualifications pack.

Qualifications Pack(QP) Qualifications Pack comprises the set of OS, together with the
educational, training and other criteria required to perform a job role. A
Qualifications Pack is assigned a unique qualification pack code.
Unit Code Unit Code is a unique identifier for an Occupational Standard, which is
denoted by an ‘N’.
Unit Title Unit Title gives a clear overall statement about what the incumbent
should be able to do.

Description Description gives a short summary of the unit content. This would be
helpful to anyone searching on a database to verify that this is the
appropriate OS they are looking for.

Scope Scope is the set of statements specifying the range of variables that an
individual may have to deal with in carrying out the function which have
a critical impact on the quality of performance required

.
Knowledge and
Understanding
Knowledge and Understanding are statements which together specify the
technical, generic, professional and organizational specific knowledge
that an individual needs in order to perform to the required standard.

Organizational Context Organizational Context includes the way the organization is structured
and how it operates, including the extent of operative knowledge
managers have of their relevant areas of responsibility.
Technical Knowledge Technical Knowledge is the specific knowledge needed to accomplish
specific designated responsibilities

.
Core Skills/Generic
Skills
Core Skills or Generic Skills are a group of skills that are key to learning
and working in today’s world. These skills are typically needed in any
work environment. In the context of the OS, these include
communication related skills that are applicable to most job roles.

Description
NOS National Occupational Standard(s)
QP Qualifications Pack
NSQF National Skill Qualifications Framework
NVEQF National Vocational Education Qualifications Framework
NVQF National Vocational Qualifications Framework

Keep apprised with developments in the industry

Description This OS unit is about knowing the organization, the competitors and the market well
to be able to carry out the job effectively
Scope

This unit/task covers the following:
 1.Monitoring and understanding the market and the competitors and
continuously seeking out new opportunities

2.Identifying information needed to carry out the job effectively
3. Identifying new innovations and future developments that might benefit the
organization or the clients

Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Monitoring and understanding the market and the competitors and continuously seeking out new opportunities
To be competent, the user/individual on the job must be able to:
PC1. monitor any changes or updates in the market
PC2. understand the market, its various elements and how they affect the
organization

PC3. identify new opportunities in the market
PC4. analyze how these opportunities can be leveraged to benefit the organization
PC5. identify who the competitors are, who their major clients are and how their

activity is changing Identifying information needed to carry out the job effectively
PC6. extract key facts from formal and informal sources and analyze how it can be
used by the organization
PC7. actively participate in forums and discussions to be able to keep updated with
any new changes in the industry/ its practices
PC8. keep up-to-date with the laws and any other regulations that can apply to the
organization

Identifying new
innovations and
future developments
that might benefit the
organization or the
clients
PC9. keep track of any changes in the industry and how they can be converted into
useful opportunities
PC10.analyze the market and forecast what the powerful trends would be that can
affect the organization in any way
PC11.keep up-to-date with any changes in policies that can affect the client’s business

Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. the brand and the market position of the organization
KA2. organization’s capabilities, culture, ways of working and marketing mix
KA3. different business functions in the organization and the various aspects related
to the job role

B. Technical
Knowledge
The user/individual on the job needs to know and understand:
KB1. fundamentals of advertising and marketing
KB2. how to prepare a brief for sales or account teams
KB3. how to present the idea/concept to the client

KB4. how to present the final work-products
KB5. applicable legal and regulatory requirements

Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. prepare a brief that effectively encapsulates the idea and its impact
SA2. prepare a brief about the industry trends and how they can impact the client

SA3. prepare client reports and presentations, as required
SA4. prepare a presentation about industry trends for the internal teams

Reading Skills
The user/individual on the job needs to know and understand how to:
SA5. read and interpret all relevant research information

Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA6. liaise with the client and internal teams and ensure that the former’s needs
are understood and well-executed by the latter

SA7. discuss and finalize the changes in accordance with the industry trends and
how they are to be implemented
SA8. review and present final information to the respective teams

B. Professional Skills Plan and Organize
The user/individual on the job needs to know and understand how to:
SB1. organize discussions/ meetings with the clients or the internal teams as the
need may be to analyze market trend
SB2. store information so you can easily access it when you need it
Customer Centricity
The user/individual on the job needs to know and understand how to:
SB3. ensure that the information gathered is relevant to the clients and their
business

Problem Solving
The user/individual on the job needs to know and understand how to:
SB4. tackle issues that may arise due to industry changes and minimize the impact
it may have on the organization’s functioning

Decision making
The user/individual on the job needs to know and understand how to:
SB5. identify ways to keep up-to-date with changes in your organisation’s, your
competitors’ and your clients’ products, services and processes

Analytical Thinking
The user/individual on the job needs to know and understand how to:
SB6. extract key facts from formal and informal sources of information and analyse
it for its usefulness to you

Critical Thinking
The user/individual on the job needs to know and understand how to:
SB7. identify new innovations and future developments in advertising that might
benefit your clients
SB8. keep up-to-date with the laws, regulations and guidelines that govern
advertising and the sale of advertising

Develop sales plans and forecasts

Description

This OS unit is about developing / monitoring sales plans and forecasts to help achieve
the overall objectives of the business

Scope This unit/task covers the following:
 Sales planning and forecasting
 Set targets for sales teams

Performance Criteria (PC) w.r.t. the Scope
Element Performance Criteria
Sales planning and
forecasting
To be competent, the user/individual on the job must be able to:
PC1. identify the key areas and focus for the organization and how it is intended to
translate into the sales strategy, objectives and plans
PC2. establish sales and collection targets that address and deliver in accordance
with the organization’s strategy

PC3. determine if the current customer acquisition channels i.e. direct/ online/
contact center are adequate and if the methods deployed are aligned to the
sales objectives
Set targets for sales
teams
PC4. determine if the current structure of the sales team is aligned to meet the sales
objectives
PC5. determine sales targets for each segment, assign responsibility and institute
key performance indicators to help monitor the execution of these targets

PC6. put in place a tracking mechanism / dashboard that encapsulates the key
metrics that can help determine the progress towards plans and achievement
of sales objectives

PC7. monitor achievement of sales objectives
PC8. develop a sales incentive structure along with the business and Human
Resources head

Knowledge and Understanding (K)
A. Organizational
Context
(Knowledge of the
company /
organization and
its processes)
The user/individual on the job needs to know and understand:
KA1. the organization’s business plan, objectives and strategy
KA2. the size, growth, trends, opportunities and challenges of the sector in which the
organization operates, as well as of its clients
KA3. the organization’s total revenue, growth and past trends

KA4. the total revenue, growth and trends of companies operating in the same space
KA5. features and characteristics of the organization/services and its competitive
advantage and weaknesses in comparison with peers
KA6. the characteristics and opportunities of the markets where the organization
operates
KA7. the organization’s portfolio of clients and the way it’s segmented
KA8. sales targets for previous years and reasons for variations between targets and
actuals

Technical Knowledge
KB1. how to read and analyze audience and market information and derive trends
that can aid development of sales strategies and plans
KB2. how to use frameworks such as pestel and swot to derive information to aid
development of sales strategies and plans

KB3. how to segment customers based on several factors such as size of the
organization, sector, portfolio size and spread

KB4. how to analyze customer sales data and determine key trends
KB5. how to identify an appropriate structure for the sales team that could meet
sales objectives i.e. based on area/customer/services

KB6. how to determine any new segments that would need to be
developed/targeted and the resources that would be allocated to it
KB7. how to undertake a benchmarking assessment for each sales segment
KB8. how to translate sales objectives into sales realistic scenarios to base forecasts
KB9. how to use sales forecasting methods and market estimation techniques to
arrive at accurate sales forecasts

KB10.how the forecasts translate into segment-wise targets and further into
individual and team targets
KB11.the key metrics to be tracked by segment to achieve the sales objectives such
as conversion ratios, inventory fill-ratios, effective rates (ERs), new clients and
value of each client

Core Skills/
Generic Skills
Writing Skills
The user/individual on the job needs to know and understand how to:
SA1. prepare and document the sales strategy, objectives and sales structure
SA2. document sales forecasts with supporting analysis
SA3. document sales targets at an organizational/segment/individual level
SA4. prepare sales reports on a monthly/quarterly basis that track actual
performance by segment, and estimate yearly revenues on the basis of actual
sales by segment. Highlight deviations/ problem areas (if any)

Reading Skills
The user/individual on the job needs to know and understand how to:
SA5. read and understand the organization’s business plan, strategy and objectives
SA6. read and understand the marketing plans for the year
SA7. read and understand the historical sales targets and actual sales reports

Oral Communication (Listening and Speaking skills)
The user/individual on the job needs to know and understand how to:
SA8. liaise with the business heads to understand the company’s strategy and
growth plans
SA9. liaise with the marketing head to understand the marketing plans and strategy
SA10.conduct meetings/ discussions/ focused group discussions with the sales team
to incorporate their feedback and suggestions into the overall sales strategy
SA11.liaise with the Sales account managers to discuss and agree on the sales
forecasts and targets
SA12.communicate the sales targets and key performance indicators to relevant
members of the sales team