The Sales Controller is responsible for driving commercial performance by providing financial insight, sales governance, forecasting accuracy, and operational discipline across the sales organisation. The role partners closely with Sales, Finance, and Operations to ensure revenue targets are achievable, margins are protected, and decision-making is grounded in robust data. This person acts as the conscience of the sales team, ensuring performance is tracked with clarity and accountability.

Key Accountabilities / Responsibilities

• Commercial Performance & Forecasting
  • Support the end-to-end sales forecasting process, ensuring accuracy, consistency, and alignment with business targets.
  • Analyse sales performance, pipeline health, conversion rates, and margin trends to identify risks and opportunities.
  • Provide weekly and monthly reporting packs for senior leadership, highlighting key insights and recommended actions.
  • Support annual budgeting, target-setting, and strategic planning cycles.
  • Lead pipeline and forecast accuracy analysis to strengthen commercial decision-making and improve performance visibility.
• Business Partnering & Stakeholder Management
  • Act as a trusted advisor to the BD Excellence Director and sales leadership team.
  • Challenge assumptions constructively and support data-driven decision-making.
  • Collaborate with Finance, Operations, and Marketing to ensure cross-functional alignment.
  • Present insights and recommendations to senior stakeholders in a clear and compelling way.
• Sales Operations, CRM & Process Improvement
  • Oversee sales processes, CRM discipline, and data quality to ensure accurate reporting and pipeline visibility.
  • Drive continuous improvement across sales operations, forecasting, and performance management.
  • Develop dashboards, KPIs, and tools that enhance sales productivity and transparency.
  • Take accountability for CRM strategy, data governance, and business development analytics.
  • Act as the CRM subject matter expert, working jointly with IT to configure and maintain the platform, manage user access and workflows, define data-entry standards, and regularly audit data accuracy.
  • Provide training and day-to-day support to CRM users.