The pathway
How you actually get there, here
How you become one varies far more by country than what one does. This is the UK route. Most people take one of these ways in; the right one depends on where you're starting from.
- 1
Senior Customer Relationship Manager (Internal Promotion)
2-4 years as a Senior CRM (L3)Skills to master
- Consistently exceeding NRR targets on strategic accounts, leading complex escalations, informal mentorship of junior team members, and designing initial process improvements.
You're ready to move on when
- You're the go-to person for complex client issues
- You're already informally guiding others
- You've successfully led a significant customer-facing project from start to finish
- 2
Account Manager / Sales Leader (External Hire)
8-12 years in B2B SaaS Account Management or Sales LeadershipSkills to master
- Strong commercial acumen, executive-level relationship building, negotiation skills, and a deep understanding of customer needs post-sale.
You're ready to move on when
- You've consistently hit revenue targets
- You've managed large customer portfolios
- You can demonstrate a clear shift from pure sales to a customer advocacy mindset
- 3
Product Manager / Product Marketing Manager (Internal/External)
8-12 years in Product Management or Product MarketingSkills to master
- Deep product knowledge, understanding of customer pain points, ability to translate technical concepts for clients, and a strong focus on user experience and value delivery.
You're ready to move on when
- You've launched successful products
- You have a strong customer-centric approach
- You are eager to apply your product knowledge directly to customer retention and growth