Sales Manager – B2B Ticketing

Live Events | Spain & LATAM

Location: Madrid, Spain Hybrid - 3 days at the office

Salary: €60,000 OTE (€45,000 base + €15,000 bonus)

About Our Client

Our Client is a leading international business operating within the live events and B2B events sector, creating and delivering high-value events and experiences for professional audiences across Spain, LATAM and international markets.

The organisation works with senior professionals and decision-makers across multiple industries, combining events, content, audience development and commercial partnerships to build highly engaged B2B communities.

As the business continues to grow its live events portfolio, we are looking for an experienced Sales Manager to lead the B2B ticketing and delegate sales function and drive revenue growth across Spain and LATAM.

About the Opportunity The Sales Manager – B2B Ticketing will be responsible for driving ticketing and delegate revenue across a portfolio of B2B events.

This is a hands-on sales leadership role combining team management, sales strategy, pipeline development and direct B2B audience sales .

You will lead a team of 3–4 SDRs , setting clear commercial objectives, developing outbound strategies and ensuring the team consistently delivers against ticketing and revenue targets.

The successful candidate will have a strong understanding of B2B audience acquisition and ticketing , with proven experience selling event attendance, delegate passes, memberships or similar B2B products directly to professional audiences.

Key Responsibilities

Sales Strategy & Revenue Growth

- Develop and execute the B2B ticketing and delegate sales strategy across Spain and LATAM.
- Own revenue targets for ticketing and delegate sales, ensuring consistent delivery against monthly, quarterly and annual objectives.
- Build targeted sales campaigns based on audience segments, industries, seniority and account profiles.
- Identify new opportunities to grow ticketing revenue and expand the event audience.
- Develop strategies to increase new business, repeat attendance and customer retention.
- Analyse sales performance and market data to continuously optimise conversion and revenue generation.

Team Leadership
- Lead, manage and develop a team of 3–4 SDRs .
- Set individual and team KPIs, activity targets and revenue objectives.
- Monitor daily and weekly performance and provide regular coaching and feedback.
- Train SDRs on prospecting, qualification, objection handling and B2B ticket sales.
- Conduct pipeline reviews, 1:1s and performance reviews.
- Identify development opportunities and implement action plans to improve team performance.
- Create a high-performance, accountable and target-driven sales culture.





B2B Audience & Ticketing Sales
- Own the sales process for B2B event tickets/delegate passes from prospecting through to conversion.
- Personally engage with senior decision-makers and key stakeholders within target organisations.
- Identify and qualify relevant B2B audiences and decision-makers.
- Develop relationships with existing and prospective attendees to drive attendance and repeat business.
- Understand audience needs, buying behaviour and event value propositions.
- Manage objections and communicate the commercial value of attending B2B events.
- Maintain a healthy balance between new business, existing customers and repeat attendees.
- Work closely with Marketing and Audience teams to ensure campaigns reach the right target audience.

Pipeline & Performance Management
- Maintain accurate and up-to-date CRM and pipeline information.
- Forecast ticketing revenue and provide regular reporting to senior management.
- Track conversion rates, activity levels, pipeline value, average deal/ticket value and revenue performance.
- Identify bottlenecks within the sales funnel and implement corrective actions.
- Use sales data to optimise prospecting activity and conversion rates.
- Ensure the SDR team maintains sufficient pipeline coverage against targets.

Market & Audience Development
- Identify new B2B audience segments, companies and professional communities relevant to each event.
- Research target markets and identify key companies, decision-makers and influencers.
- Develop long-term relationships with high-value audience groups.
- Monitor competitor events, market trends and changes in B2B buying behaviour.
- Work with internal teams to refine audience segmentation and targeting strategies.
- Support the development of new markets across Spain and LATAM.

Cross-Functional Collaboration
- Work closely with Marketing to align sales and audience acquisition campaigns.
- Collaborate with Event and Content teams to understand event propositions and communicate their value effectively.
- Provide feedback from prospects and customers to improve event positioning.
- Support the wider commercial team in maximising event revenue and attendance.

Key KPIs
- Achieve agreed monthly, quarterly and annual ticketing revenue targets.
- Deliver against individual and team sales targets.
- Maintain agreed pipeline coverage.




- Drive consistent new business acquisition across target B2B audiences.
- Achieve agreed SDR activity and conversion KPIs.
- Improve conversion rates throughout the ticketing sales funnel.
- Increase repeat attendance and customer retention.
- Maintain accurate CRM data and reliable revenue forecasting.

Mandatory Experience

Essential

- Proven experience in B2B ticketing, delegate sales or event sales.
- Previous experience selling tickets, delegate passes, event attendance or similar products to B2B audiences .
- Experience managing a team of 3–4 SDRs or a similar outbound sales team.
- Proven experience setting KPIs, coaching SDRs and managing sales performance.
- Demonstrable experience of B2B audience development and acquisition .
- Experience directly selling to professional audiences and decision-makers.
- Strong track record of achieving or exceeding sales and revenue targets.
- Experience managing a B2B sales pipeline from prospecting through to conversion.
- Strong understanding of outbound B2B sales methodologies and prospecting.
- Experience using CRM systems and sales prospecting tools.
- Excellent communication, negotiation and objection-handling skills.
- Strong commercial mindset and highly target-oriented approach.
- Fluent English and Spanish.

Desirable
- Experience within the events, conferences, exhibitions, media, publishing, SaaS or B2B information sectors .
- Experience selling across Spain and/or LATAM.
- Experience with LinkedIn Sales Navigator and other B2B prospecting platforms.
- Experience working with senior-level audiences and enterprise accounts.
- Experience developing new B2B markets or launching events in new territories.

What We're Looking For We are looking for a commercially driven sales leader who combines hands-on B2B sales experience with strong people management skills .

You will be comfortable picking up the phone, engaging senior decision-makers, coaching SDRs, analysing pipeline performance and taking ownership of revenue targets.

The adecuado candidate is

- Highly target-driven and commercially minded.
- An experienced B2B sales leader who enjoys being hands-on.
- Passionate about events, audiences and customer acquisition.
- Confident selling to senior decision-makers.
- Strong at coaching and developing SDRs.
- Data-driven and comfortable managing sales KPIs.
- Organised, proactive and able to work independently.
- Comfortable working in a fast-paced international environment.
- Motivated by building teams, developing markets and delivering measurable revenue growth.

Compensation €60,000 OTE

- €45,000 fixed salary
- €15,000 performance-based bonus

Additional benefits and package details will be discussed during the recruitment process.

📌 Sales Manager –B Ticketing (Madrid)
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