I'll add my view points into this discussion being a pen pusher somewhere in the commercial world.
At head level its about the strategy and how you will deliver the revenue today and tomorrow. To do this requires strong sales management skills and sales experience - not just being in the airline world for 10-20 years.
Within GF, it should be the Head of Sales and RGMs' that create the direction (which given that GF has had no leadership for over a year is a difficult task).
The role of the GM and sales team is to implement and deliver the changes. Unfortunately many of the GMs' and sales managers out in the field have no concept of selling and as Icarus has pointed out its about being the cheapest and undercutting everyone and anyone.
Of course there are some issues, such as product and schedule which makes life a bit difficult, but if you build good relationships in the market (regular sales calls) than you work with the travel agents to overcome some of these challenges.
Finally, heard many GMs' are under investigation for alleged corruption - i.e getting cheap fares approved and making a deal with a few special agent friends to share the difference. Is this selling ?
