The sales career path: a simple framework to understand how to make a career in sales

A key objective for sales leadership is to foster an environment where every team member can progress alongside the company. Opportunities for growth often emerge from the need to address new business challenges, whether by stepping into fresh roles, launching teams, or spearheading innovative projects.

Growth may sometimes manifest as a title change, with immediate responsibilities remaining largely unchanged. However, each advancement is assessed through a mix of tangible achievements and intangible qualities; Individuals who  receive promotions typically exhibit these traits:

• They personify the company's core values;
• Their colleagues recognize them for excellence in their work and behavior;
• They put the company and the team first, enhance team dynamics, and make everyone around them better;
• They consistently meet expectations and continuously seek personal and professional growth.

This article outlines a comprehensive framework designed to clarify the expectations for those aspiring to a successful career in Sales, guiding them on their path to professional development.

Level 1 - Entry level - Learning

• Observant and Curious: Always keen to learn and ask questions, you notice details others might overlook and pursue answers that lead to deeper insights.
• Willing to Grow: Open to feedback and new challenges, you're committed to personal and professional development, eager to expand your skills and knowledge.
• Able to Complete Simple Individual Tasks Independently: You can efficiently handle straightforward tasks on your own, demonstrating initiative and reliability without needing constant oversight.
• Receives Guidance on Most Projects: For more complex projects, you seek and apply guidance to ensure tasks are completed effectively, showing a willingness to learn from others.

Level 2 - Junior - Knowing the basics

• Very Eager to Learn: You possess a strong desire to acquire new knowledge and skills, actively seeking opportunities for growth and improvement.
• Very Curious to Learn All Information: Your inquisitiveness drives you to thoroughly understand all aspects of a topic, always digging deeper for complete comprehension.
• Able to Solve Problems with Limited Guidance: With minimal direction, you efficiently identify solutions to challenges, showcasing your problem-solving skills and independence.
• Data-Driven: You emphasize the importance of evidence, relying on data to inform your decisions and responses, ensuring accuracy and reliability in your work.
• Builds Stable Working Relationships Internally: You establish and maintain positive, effective relationships with colleagues, fostering a collaborative and supportive work environment.
• Receives Guidance on Some Projects: While independent on many tasks, you are open to receiving advice on specific projects, valuing expert input to enhance outcomes.

Level 3 - Contributor - Knowing a lot

• Still Eager to Learn: Continuously seeks opportunities to learn, with a sustained passion for personal and professional growth.
• Still Very Curious but More Towards an Expertise Area: Focuses curiosity on a specific field of interest, deepening knowledge and expertise in that area.
• Starts to Develop Professional Expertise and Interests: Begins to carve out areas of specialized knowledge and interest, contributing valuable insights to the team.
• Works on Complex Problems: Engages with intricate challenges, applying critical thinking and expertise to devise solutions.
• Uses Best Judgement to Make the Best Decision for the Company: Relies on sound judgement and a thorough understanding of company goals to make decisions that align with organizational interests.
• Builds Productive Internal/External Working Relationships: Cultivates strong and effective relationships both within and outside the organization, enhancing collaboration and achieving shared goals.
• Receives General Instructions and Guidance on New Projects: Approaches new projects with general direction, leveraging autonomy while seeking guidance when necessary to ensure success.
• Takes Ownership and Accountability for New Projects: Demonstrates responsibility and ownership for projects, ensuring commitments are met with a high standard of excellence.

Level 4 - Senior - You fully understand your job

• Wants to Continue to Learn to Be Better: Continuously seeks opportunities for self-improvement and skill enhancement, demonstrating a commitment to personal excellence.
• Have Wide-Range of Professional Experience: Possesses a broad spectrum of professional experiences, leveraging a diverse skill set to navigate various challenges.
• Uses Professional Concepts and Company Objectives to Resolve Complex Issues: Applies in-depth knowledge and aligns with company goals to creatively and effectively address complex problems.
• Works on Complex Issues Where Analysis of Situations or Data Requires an In-Depth Evaluation: Tackles difficult issues that demand comprehensive data analysis and a deep understanding of the subject matter.
• Exercises Best Judgment in Selecting Methods, Techniques, and Evaluation Criteria for Obtaining Results: Utilizes discernment in choosing the most appropriate strategies and criteria to achieve optimal outcomes.
• Collaborate with Key Contacts Outside Own Area of Expertise: Engages with experts in other fields to gather insights and perspectives, enhancing problem-solving efforts.
• Determines Methods and Procedures on New Projects: Sets the direction and approach for tackling new initiatives, demonstrating leadership and innovation.

Level 5 - Advanced - You know better than most people

• Have Broad Expertise and/or Unique Knowledge: Your extensive or specialized knowledge empowers you to make substantial contributions to the company’s objectives, using your skills creatively and effectively.
• Uses Skills to Contribute to Development of Company Objectives: You apply your expertise to help achieve company goals, finding innovative solutions and guiding principles.
• Works on Significant and Unique Issues: You tackle important challenges that require evaluating less tangible aspects, due to their complexity and uniqueness.
• Exercises Independent Judgment in Methods, Techniques, and Evaluation Criteria: You confidently make decisions on the approach and assessment methods to use, ensuring the best outcomes with minimal oversight.
• Creates Formal Collaboration Involving Coordination Among Different Teams: You initiate and manage collaboration across various teams, coordinating efforts to achieve shared objectives.
• Acts Independently to Determine Methods and Procedures on New or Special Projects: You take the lead on new or unique projects, independently deciding on the strategies and processes to apply for successful execution.

Level 6 - Expert - Going beyond to become an innovator

• An Expert in the Field: Recognized as a leading authority, you leverage your deep expertise to address critical challenges and shape the future direction of your domain.
• Uses Professional Concepts in Developing Resolution to Critical Issues and Broad Problems: You apply advanced principles and theories to devise solutions for complex and critical issues, influencing broad-reaching outcomes.
• Works on Issues that Impact Design/Selling Success or Address Future Concepts, Products, or Technologies: Your work directly influences the company's success in the market and its strategic direction, focusing on innovation and future readiness.
• Creates Formal Collaboration with Key Decision Makers: You establish and lead collaborations with important stakeholders, playing a pivotal role in strategic decisions and serving as a bridge between the company and its critical allies.
• Serves as External Spokesperson for the Company: As a recognized expert, you represent the company in external forums, sharing insights and promoting the company's interests and vision.
• Exercises Wide Latitude in Determining Objectives and Approaches to Critical Projects: You have the autonomy to set goals and decide on the methodologies for significant projects, trusted to guide them to success with your judgment and expertise.

The Sales Ladder: A Guide to Climbing to Success

The traditional career path in B2B sales typically progresses through several key roles, each offering unique responsibilities and opportunities for skill development. Here's a general outline of the career trajectory, including common job positions and titles:

1. Sales Development Representative (SDR): This entry-level position focuses on generating leads and qualifying prospects through cold calling, emailing, and social selling. SDRs are responsible for identifying potential clients and setting up meetings or calls for more senior sales staff.
2. Account Executive (AE): After gaining experience as an SDR, the next step is often becoming an Account Executive. AEs are responsible for managing the entire sales process with potential clients, from initial contact to closing deals. They work to understand the needs of their prospects and present appropriate solutions.
3. 1. SMB Account Executive: Specializes in selling to small and medium-sized businesses, tailoring sales strategies to meet the unique needs and challenges of smaller enterprises.
   2. Mid-Market Account Executive: Focuses on businesses that fall between the small and large enterprise categories, requiring a balance of personalized attention and scalable solutions.
   3. Enterprise Account Executive: Dedicated to securing deals with large enterprise clients, navigating complex sales cycles, and coordinating with multiple stakeholders to close high-value contracts.
4. Senior Account Executive: With more experience, an AE may advance to a Senior Account Executive role, handling larger, more complex deals and possibly managing a small team of less experienced salespeople.
5. Sales Manager: Moving into management, Sales Managers oversee a team of AEs and SDRs. They are responsible for setting sales targets, coaching team members, and developing strategies to achieve sales goals.
6. Sales Director: At this level, Sales Directors are responsible for the sales performance of an entire region or product line. They develop high-level sales strategies, manage key accounts, and oversee multiple sales managers and their respective teams.
7. Vice President of Sales (VP of Sales): The VP of Sales is a senior executive role overseeing the company's sales operations and strategy across all regions and products. They work closely with other C-level executives to align sales strategies with company objectives.
8. Chief Revenue Officer (CRO): This top-tier position is responsible for all revenue-generating processes within the company. The CRO oversees sales, marketing, and customer service departments, ensuring that all strategies and activities align to drive revenue growth.

It's important to note that the specific titles and progression can vary by company, and the path isn't always linear. Some sales professionals may specialize in a particular area, like Key Account Management or Business Development, and pursue advancement within that niche. Additionally, with the rise of digital sales and technology, new roles and career paths continue to emerge within the B2B sales field.