Key Areas of Responsibility and Tasks

Sales Strategy

Communicates SAP’s overall Commercial Sales Strategy to all stakeholders internally and externally.

In conjunction with Market Unit/Regional Digital Midmarket Sales Leaders, builds the strategy, models and designs features of the Digital Sales route-to-market for the assigned Region to maximize business impact and increase scalability of the model while ensuring consistency and clear agreement on market-necessary needs.

Drives implementation of processes for Lead Generation, Demand Generation and Deal Execution in conjunction with Marketing, Digital Hub Leaders, Sales Operations, Partner management, LOB/Solutions and other key stakeholders to ensure overachievement of quarterly and annual sales quota.

Supports the evolution of the Digital Sales Strategy in alignment with the overall SAP GTM strategy, promoting the vision for Digital Sales becoming a self-sufficient route to market and the Centre of Excellence for Digital selling activities, providing incremental, predictable revenue, optimized coverage, agility, and lower cost of sale with a focus on solution specialization.

Links a vision and execution strategy to the Board / Managing Director direction. Inspires and motivates.

Brings thought leadership to market needs, generating competitive advantage on existing markets and developing new revenue streams.

Build, Develop and Motivate the Team

Build and lead a world class Digital Sales Team that is responsible for driving SAP’s revenue stream with partners in the General Business segment. The team drives revenue with our Digital Sales Motion using Digital tools for Social, Video and Content.

Manages and motivates a team, from new hires to seasoned professionals, to meet sales goals while also improving/increasing sales readiness.

Understand the importance of success as a team and coach and develop individuals to maximize each team member’s results.

Set individual performance expectations, objectives, standards and priorities, providing development opportunities and training, and recognizing achievement of revenue, profitability, and customer satisfaction goals. Provide ongoing feedback for development and growth of individual team members.





Act as a role model for the team and key stakeholders, sharing passion for success and bringing value to customers. Lead by example with proven digital sales techniques that drive revenue in their own deals.

Deliver incremental New Name customers and revenue to SAP.

Collaborate with the partner ecosystem to maximize growth potential.

Drive Revenue and Grow the Business

Develop and execute a competitive sales business plan to drive consistent revenue streams and achieve market growth goals.

Drive and execute the budgets assigned with a focus on operational excellence.

Allocate appropriate resources and targets considering territory potential, coverage needs, and channel capacity & capability; review resource allocation regularly and adjust accordingly.

Conduct regular business review meetings, including forecast calls with senior management. Conduct quarterly business reviews and drive improvement across MU, Team, Region. Capture and share best practices across the team, globally and regionally.

Review and manage pipeline management to ensure attainment of Commercial Sales targets and performance goals.

Develop, drive, and implement sales initiatives and campaigns with marketing and other stakeholders to accelerate pipeline build and revenue conversion.

Relationship Management

Build and maintain business relationships with key teams and partners within the country to drive strategic priorities of the team.

Inspire and influence internal and external stakeholders, helping to remove obstacles and achieve goals, including executive sponsorship of must-win deals.

Ensure successful rollout of programs and offerings in key markets in close cooperation with SAP internal units, via partners and/or marketing events.

Share best practices across teams.

Deal Support





Support top deals / complex sales opportunities when high degrees of seniority, solution knowledge, and strategy alignment are required.

Represent the business in situations requiring senior management attention and/or support.

Manage customer / partner escalations proactively to maintain satisfaction and secure future business.

Experience & Educational Requirements

Minimum 8 years software / ACV Digital or Field Sales experience with deal closure responsibilities.

Minimum of 3 years Digital Sales or field/partner sales management experience, preferably in the enterprise software space.

Mid-Market sales experience required; field sales experience is an advantage.

Experience working in a matrix or cross-functional organization and management of multiple stakeholders across the sales cycle is an advantage.

Experience on Installed Base.

Business level English: yes; Business level local language: Spanish mandatory.

Position based in Barcelona office.

Professional Training & Certification

Professional Sales methodology experience in Sandler, MEDDIC, Challenger etc desirable.

Bring out your best

SAP is committed to Equal Employment Opportunity and provides accessibility accommodations to applicants with disabilities. If you are interested in applying for employment with SAP and need accommodation or assistance to navigate our website or complete your application, please email Recruiting Operations Team: [email protected].

Qualified applicants will receive consideration for employment without regard to age, race, religion, national origin, ethnicity, gender (including pregnancy, childbirth, et al), sexual orientation, gender identity or expression, protected veteran status, or disability, in compliance with applicable federal, state, and local legal requirements.

Successful candidates may be required to undergo a background verification with an external vendor.

Please note that any violation of these guidelines may result in disqualification from the hiring process.

Requisition ID: 455882 | Work Area: Sales | Expected Travel: 0 - 10% | Career Status: Management | Employment Type: Regular Full Time | Additional Locations:

📌 Digital Sales Corporate First Line Sales Manager for Spain (Madrid)
🏢 Sap
📍 Madrid