Sales Manager - EdTech / SaaS in Birmingham

Salary: £65,000 - £75,000 + commission

Location: Remote

About our client

Our client is a specialist training management platform built for organisations delivering apprenticeships and skills training, including independent training providers, colleges, universities and employers. The platform supports end-to-end delivery across areas including apprenticeships, Skills Bootcamps, Adult Skills Fund provision, apprenticeship units, Foundation Apprenticeships and Study Programmes. The platform helps providers streamline programme design, enrolment, compliance, learning delivery, evidence capture, funding management, learner progress tracking and business intelligence reporting. Its proposition is built around reducing administration, improving visibility, supporting compliance and giving providers clearer insight into learner and business performance.

The Opportunity

Our client has been successful in opening up new logos across the independent training provider marketplace and is now looking to build on that momentum. The business wants to continue growing its ITP footprint while moving more aggressively into the FE and HE sectors. This is a key commercial leadership role for someone who understands complex EdTech/SaaS sales, can lead and develop a growing business development team, and can help increase market share across funded learning, apprenticeships, study programmes, NEET provision and wider skills delivery.

The Role

The Sales Manager will lead the new business sales function, supporting the existing two BDMs while helping to hire and onboard two additional BDMs, with a further planned hire in 2027. The role will combine hands-on sales leadership, coaching, pipeline management, market strategy and direct involvement in larger, more complex opportunities. This person will be expected to bring structure, energy and commercial pace to the team, while ensuring the sales approach remains consultative, credible and aligned to the needs of training providers, colleges, universities and employers delivering funded learning.

Key Responsibilities

• Lead, coach and develop a growing team of Business Development Managers focused on new business acquisition.
• Support the recruitment, onboarding and performance management of two additional BDMs, with a further planned hire in 2027.
• Drive new logo growth across ITPs while helping expand more aggressively into FE and HE.
• Develop and manage a high-quality pipeline across apprenticeships, study programmes, NEET provision, Skills Bootcamps, ASF and wider funded learning markets.
• Support BDMs through lengthy, complex SaaS sales cycles involving multiple stakeholders, procurement processes and senior decision makers.
• Work closely with marketing, product, customer success and senior leadership to sharpen messaging, campaigns and market approach.
• Lead from the front on larger strategic opportunities, including demos, stakeholder mapping, commercial proposals and negotiations.
• Use CRM data and sales metrics to improve forecasting, conversion, activity levels and pipeline quality.
• Build strong relationships with senior leaders across training providers, colleges, universities and employer providers.
• Represent our client professionally at sector events, conferences and networking opportunities.

Ideal Candidate

• Proven sales leadership experience within EdTech, SaaS, education technology, training technology or a closely related software environment.
• Strong understanding of complex B2B sales cycles, ideally into education, skills, apprenticeships, FE, HE or funded learning markets.
• Experience managing, coaching or mentoring BDMs or new business sales professionals.
• Comfortable selling to multiple stakeholders including CEOs, COOs, Commercial Directors, MIS/Data leads, Quality Directors, Curriculum leads, Finance and Procurement.
• Commercially sharp, consultative and able to translate platform capability into clear business value.
• Credible with senior decision makers and able to operate at both strategic and hands-on levels.
• Strong pipeline discipline, CRM usage and forecasting capability.
• Knowledge of apprenticeships, study programmes, NEET provision, Skills Bootcamps, ASF, FE or HE would be highly advantageous.
• Ambitious, resilient and comfortable working in a growth-focused SaaS environment.

Package

• £65,000 - £75,000 basic salary, depending on experience.
• Commission / bonus package.
• Opportunity to lead and shape a growing commercial team.
• Chance to join a respected EdTech/SaaS business with strong momentum in the training provider market and significant growth potential across FE and HE.