UK

United Kingdom · Sales · Principal/Manager (12-16 years)

Director of Sales

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  • Experience bandPrincipal/Manager (12-16 years)
  • Direct reports3-5 reports
  • Reports toVP of Sales, EMEA
  • UK framework levelUsually someone running a function, or a director

Also advertised as Regional Sales Director · Head of Sales (UK & Ireland) · Senior Sales Manager · Sales Lead, Enterprise Accounts

Built on 43,079 real UK job descriptions we analysed · grounded in qualifications employers recognise

Two short quizzes about you

1From this job to a course

The future skills this job leans on

AI Fluency working with AI as a thinking partner
Data Fluency turning numbers into a decision
AI Governance Fluency using AI responsibly
Automation Fluency building AI into how work runs
Foresight Fluency seeing round the corner
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2AI and this work

Will AI change your work as a Director of Sales?

Nobody can say exactly how. Here is what this job is being asked for next, and where to start.

The new skills this role is being asked for

  • AI-Powered Sales Leadership & Enablement
  • Advanced Data Storytelling & Visualisation
Why each one is rising

The future skills this job leans on

We'll only ever tell you what we can actually back up. No hype, no scare tactics.

What happens when you start

Next, a free account. We build your Director of Sales plan as you set up, starting with a Future Fluency module on using AI in your job. No card.

Your first Future Fluency module is free. After that, your AI tutor is £70 a month.

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3What this role really is

A Director of Sales leads sales managers and shapes the strategy behind a large share of revenue.

4What you'd actually use

The tools this job runs on, and how well you'd need to know each one.

Salesforce Sales Cloud Strategic

Governing data hygiene across your region, approving architecture changes, and integrating it into the wider go-to-market tech stack. You'll use it to monitor regional performance and ensure data integrity for forecasting.

Outreach / SalesLoft Strategic

Evaluating platform ROI for your region, setting rules of engagement for outbound motions, and ensuring compliance and brand consistency across all team communications. You'll ensure our outbound efforts are efficient and effective.

Gong / Chorus.ai Strategic

Using market intelligence from recorded calls to inform product, marketing, and competitive strategy for your region. You'll identify coaching trends across teams and replicate winning behaviours at scale.

Tableau / Power BI Strategic

Architecting executive-level dashboards for board reporting, presenting regional performance data to the C-suite and investors. You'll need to interpret complex data and tell a clear story.

Anaplan / Pigment Expert

Owning the sales capacity model for your region, designing compensation plans, and presenting your portion of the annual operating plan (AOP) to the executive team. This is highly analytical and critical to our planning.

LinkedIn Sales Navigator Advanced

Managing team licenses, training your managers on effective social selling strategies, and integrating with our CRM strategy for account-based marketing (ABM) initiatives. You'll ensure we're using it to its full potential for strategic accounts.

Salesforce CPQ Strategic

Setting pricing & discounting guardrails for your region, approving non-standard terms, and working with Finance on revenue recognition for complex deals. You'll ensure our quoting process is efficient and compliant.

5What you get to decide, and how that grows

Power in a job isn't your title. It's what you're allowed to decide. Here's how it grows as you move up.

The choiceComing in Where you are nowThe step above
Regional Sales Strategy & Execution N/A N/A Full authority within regional P&L and company-wide GTM framework. Consult VP of Sales on significant strategic shifts or resource reallocations exceeding £100K.
Hiring & Performance Management (Managers) N/A N/A Full authority for hiring, performance reviews, and termination decisions for direct reports (Regional Sales Managers), in consultation with HR.
Budget Allocation & Spend N/A N/A Full authority for operational budget spend within your regional P&L, up to £500K. Approvals for larger investments (e.g., new sales tools, major events) require VP of Sales sign-off.
Compensation Plan Design Input N/A N/A Provide critical input and recommendations on regional compensation plan design to the VP of Sales and Finance, ensuring plans drive desired behaviours and align with market.
Strategic Deal Approvals N/A N/A Approve non-standard deal terms, pricing exceptions, and significant discounts within established guardrails. Escalate anything beyond these guardrails to the VP of Sales or CFO.

6How you'll be judged

The scoreboard, and what is not on it. The hard targets, how often each is actually looked at, and the quiet signals that never reach a dashboard.

Regional Revenue Plan Attainment
Achieving or exceeding the quarterly and annual revenue targets for your assigned region or business segment.
Target · 100%+ of the assigned regional revenue plan (typically £500K-£2M P&L responsibility)

If your Q3 target is £1.5M, you'll need to deliver at least £1.5M in closed-won revenue for your region. Hitting £1.6M would be 106% attainment.

Net Revenue Retention (NRR)
Measuring the revenue retained from existing customers after accounting for upgrades, downgrades, and churn.
Target · >115% NRR for your region's customer base

If your region started the quarter with £1M in recurring revenue and ended with £1.2M (after expansions and churn), your NRR would be 120%.

Team Forecast Accuracy
How close your team's committed forecast is to the actual revenue closed at the end of the period.
Target · Within +/- 10% variance on a quarterly basis

If your team commits to £1M for Q4 and actually closes £950K, that's a 5% variance, which is well within target.

Sales Manager Effectiveness
The percentage of your direct reports (Regional Sales Managers) who are meeting or exceeding their own team's quota.
Target · 90%+ of your Regional Sales Managers hitting or exceeding their team's quota

If you manage 4 Regional Sales Managers, and 3 of them hit their team's quota, you're at 75%, indicating a need for more coaching or support for the struggling manager.

Team Attrition Rate
The rate at which sales professionals (AEs and SDRs) leave your region's teams.
Target · <15% annual attrition rate for your regional sales teams

If you start the year with 20 reps and 3 leave, your attrition is 15%. Anything higher suggests issues with culture, compensation, or leadership that you'll need to address.

Sales Manager Development
The effectiveness of your coaching and development programmes for your direct reports, the Regional Sales Managers.
  • You'll see this in their improved coaching skills, their ability to hit team quotas consistently, and their readiness for future leadership roles. We'll also look at formal feedback from their teams and their participation in leadership development programmes.
Cross-functional Collaboration
How well you work with other departments like Marketing, Product, and Finance to achieve shared goals.
  • Feedback from your peers in those departments will be key. Are you seen as a partner who brings solutions, not just problems? Do you proactively share market insights? Are you getting the support your sales teams need because you've built strong relationships? We'll look for joint initiatives, shared successes, and a general sense of 'we're in this together'.
Go-to-Market (GTM) Strategy Contribution
Your ability to provide valuable input and leadership in shaping the overall sales and GTM strategy.
  • This means presenting well-researched market insights, proposing new approaches to territory planning or sales methodologies, and successfully implementing strategic initiatives within your region. We'll look for your influence on company-wide sales programmes and your ability to drive adoption.
Sales Process Optimisation
Your commitment to identifying bottlenecks and improving the efficiency and effectiveness of our sales processes.
  • Are you actively working with Sales Operations to streamline workflows? Are you identifying best practices from your teams and helping to roll them out? We'll look for concrete examples of process improvements that lead to faster deal cycles or higher win rates, and how you champion the use of our sales tech stack.

7Would you like it

Both sides. What people enjoy, and what grinds them down.

What people enjoy
Building High-Performing Teams

You'll spend a good chunk of your week coaching your Regional Sales Managers, helping them develop their leadership skills, and strategising on how to get the best out of their individual reps. This means regular 1:1s, joint deal reviews, and talent development discussions.

Seeing a manager you've mentored successfully promote one of their AEs to a Senior role, or watching a struggling team turn around their performance and hit their numbers for the first time.

Strategic Impact & P&L Ownership

You'll be deeply involved in setting the regional sales strategy, from territory design to compensation plan input, and then executing against it. You'll own the financial outcomes for your region, meaning you're constantly thinking about revenue, costs, and profitability.

Successfully launching a new product or entering a new market segment within your region, and seeing that initiative directly contribute to hitting your P&L targets.

Achieving Significant Revenue Targets

There's a constant focus on 'the number'. You'll be in weekly forecast calls, reviewing pipelines, and strategising on how to get deals over the line. The thrill of hitting a big regional target is what keeps you going.

Closing out a quarter significantly above your regional target, leading to company-wide recognition and bonus payouts for your teams.

What frustrates people
  • The Marketing-Sales Divide: You'll still be fighting the weekly battle over MQL quality, only to have your managers report that their teams are wasting cycles on leads who downloaded a whitepaper and have no budget or authority. It's a constant push and pull.
  • The CFO as Sales Prevention: Expect to justify every single headcount request, every SPIFF, and every investment in sales tools to a finance team that, let's be real, often sees sales as a cost centre rather than the engine of growth. It's a battle of numbers and priorities.
  • Product Roadmap Whiplash: A key feature your regional teams have been selling for six months gets de-prioritised or delayed, torpedoing multiple late-stage deals and absolutely destroying your managers' and reps' credibility with clients. You'll feel the pain of those lost deals directly.
  • Inheriting a CRM Graveyard: Taking over a new region and discovering that the Salesforce instance is a wasteland of duplicate records, inaccurate data, and useless fields, making accurate forecasting for your entire region feel like a work of fiction. You'll need to fix it, but it's a huge lift.
  • The Toxic Top Performer: Managing the 'hero' Regional Sales Manager who consistently hits 200% of their number but is a nightmare to work with, hoarding information, undermining peers, and poisoning the team culture. It's a tough call, but you'll have to deal with it.
  • Board Meeting Interrogations: Having to defend your regional forecast and strategy against board members who were 'in sales 20 years ago' and have simplistic, often outdated, ideas about why a deal slipped or why growth isn't faster. It's like being in a constant exam.
  • End-of-Quarter Desperation: The inevitable pressure from the CEO or VP of Sales to pull in a deal from next quarter to make the current number, knowing full well it will mortgage the future and start the next quarter in a deeper hole. You'll have to make those calls, and they're never easy.
What this role does not give you
  • A predictable 9-to-5 work schedule. Sales leadership, especially at this level, often means late nights, early mornings, and working weekends to get deals over the line or prepare for critical meetings.
  • A quiet, individual contributor role. You're constantly interacting, coaching, strategising, and problem-solving with multiple teams and stakeholders.
  • A 'set it and forget it' environment. The market, our products, and our competition are always changing, meaning your strategy needs constant adaptation and refinement.
  • An easy ride. This role is demanding, high-pressure, and requires constant resilience and a thick skin. If you're looking for comfort, this probably isn't it.

8Who you work with

Your impact is massive, frankly. You're directly accountable for a significant portion of our revenue and growth. You'll shape the sales culture within your region, influence our go-to-market strategy, and build the next generation of sales leaders. Your decisions on territory planning, compensation, and talent development will echo across the entire sales organisation, affecting morale, performance, and ultimately, shareholder value.

Inside the business
  • VP of Sales, EMEA (your direct line manager)
  • Marketing Director (for lead generation, campaign alignment, and sales enablement content)
  • Product Director (to provide market feedback, influence roadmap, and ensure product-market fit)
  • Finance Director (for budget approvals, compensation plan design, and P&L management)
  • HR Director (for talent acquisition, performance management, and career development programmes)
  • Sales Operations Lead (for reporting, process optimisation, and tech stack management)
Outside the business
  • Strategic Enterprise Clients (you'll be involved in high-stakes deals and relationship management)
  • Key Partners and Channel Resellers (if your region includes indirect sales channels)
  • Industry Analysts and Consultants (to gather market insights and position our offerings)

9What you need before you start

Not a wish list. The things you would be expected to already have.

  • Proven track record of success as a Regional Sales Manager (L4) or equivalent, consistently exceeding team revenue targets for at least 5 years.
  • Demonstrable experience in coaching, mentoring, and developing sales managers, with clear examples of talent progression under your leadership.
  • Strong analytical skills, including the ability to build and interpret complex sales forecasts, P&L statements, and performance dashboards.
  • Experience in designing and implementing sales strategies, including territory planning, compensation models, and sales methodologies, for a significant region or business unit.
  • A deep understanding of the full sales cycle for complex B2B solutions, preferably within the SaaS or technology sector.
  • Exceptional communication and presentation skills, with a proven ability to influence senior internal and external stakeholders.

10What to practise next

Where the job is going, and what to do about it starting this week.

CRM Architecture & Governance (Salesforce)

As our sales organisation grows, the CRM becomes more complex. You'll need to move beyond just using Salesforce to understanding its architecture, ensuring data integrity, and advocating for changes that support your regional sales strategy. It's about making sure the system works for your teams, not against them.

Salesforce Object Model & Relationships · Data Governance & Hygiene Best Practices · Impact of CRM Customisations on User Adoption · Integration Strategies with Other Sales Tools

  • This month: Work closely with Sales Operations to understand our current Salesforce roadmap and any planned changes. Provide your regional perspective.
  • Next quarter: Take an advanced Salesforce Administrator or Sales Cloud Consultant certification (even if you don't plan to be an admin, the knowledge is invaluable).
  • Month 3-6: Lead an initiative within your region to improve a specific aspect of Salesforce data hygiene (e.g., opportunity stage accuracy, contact roles).
  • Ongoing: Regularly review your regional Salesforce dashboards and reports, identifying any inconsistencies or areas for improvement in data capture.

Quick win: Identify one 'pain point' your managers or reps have with Salesforce data entry and propose a simple solution to Sales Operations. Even small wins build credibility.

Advanced Financial Modelling for Sales (Anaplan/Pigment)

As P&L ownership increases, so does the need for sophisticated financial modelling. You'll be responsible for more than just a forecast; you'll be building capacity models, designing compensation plans, and contributing to the overall business plan with precision. This means getting really good at tools like Anaplan or Pigment.

Sales Capacity Planning & Headcount Modelling · Compensation Plan Scenario Analysis · Return on Investment (ROI) for Sales Initiatives · Sensitivity Analysis & Risk Modelling

  • This month: Schedule a deep dive with our Finance team or Sales Operations on how they currently build compensation and capacity models. Understand the inputs and outputs.
  • Next quarter: Take an introductory course on Anaplan or Pigment, focusing on financial planning and sales performance management modules.
  • Month 3-6: Work with Sales Operations to build a simplified capacity model for one of your regional teams, making your own assumptions and validating them.
  • Ongoing: Actively participate in compensation plan design discussions, bringing data-driven insights and modelling capabilities to the table.

Quick win: For your next budget review, present a simple ROI calculation for a sales initiative you're proposing, showing the potential revenue uplift versus the cost.

11Staying current once you are in

What people here do to keep up
  • Actively participate in industry forums and peer groups for sales leaders (e.g., Sales Leaders Community, Revenue Collective) to share best practices and stay connected.
  • Seek out a mentor (internal or external) who operates at a VP or C-level to guide your strategic thinking and career development.
  • Attend executive leadership workshops or courses focused on P&L management, organisational design, or change leadership.
  • Regularly read books, articles, and research on sales strategy, leadership, and market trends (e.g., from Gartner, Forrester, Harvard Business Review).
  • Take on stretch assignments that expose you to different parts of the business or new market challenges, even if they're outside your immediate remit.

12The rising capability

The rising capability

Zavmo analysis

What's rising in its place

This is where the work is heading, and the higher pay with it. Get fluent here and the shift stops being a threat and starts being your edge.

AI-Powered Sales Leadership & Enablement

AI isn't just for automating tasks; it's fundamentally changing how we understand our pipeline, coach our teams, and even design our GTM strategy. Leaders who can harness AI will out-strategise and out-execute those who don't. Our competitors are already using it to gain an edge.

  • Predictive Analytics for Sales Forecasting
  • AI-Driven Coaching Insights
  • Automated Sales Playbook Generation
  • Ethical AI Use in Sales

Advanced Data Storytelling & Visualisation

As data volumes explode, simply presenting numbers isn't enough. You need to tell a compelling story with data that resonates with executives, motivates your teams, and drives action. This is about making complex insights simple and impactful, especially when you're presenting to the board.

  • Narrative Structure for Data Presentations
  • Visualisation Best Practices (Beyond Basic Charts)
  • Audience-Centric Data Communication
  • Identifying & Mitigating Data Bias

13What you’ll use

What you’ll use

Skills this role draws on

Technical

  • Go-to-Market (GTM) Strategy
  • Sales Methodology (e.g., MEDDICC, Challenger Sale)
  • Pipeline Science & Forecasting
  • Compensation Plan Design
  • Territory & Quota Architecture
  • Channel & Alliance Strategy

14The pathway

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. 1

    Regional Sales Manager (L4)

    5-8 years as a Regional Sales Manager

    Skills to master

    • Consistently hitting team quotas, effective coaching of individual AEs, strong pipeline management, talent identification and development, cross-functional collaboration at a tactical level.

    You're ready to move on when

    • Your team consistently exceeds its revenue targets and maintains low attrition.
    • You've successfully mentored and promoted multiple AEs into senior roles.
    • You're seen as a trusted advisor by your VP of Sales and actively contribute to broader sales initiatives.
    • You've taken on stretch assignments beyond your immediate team responsibilities.
  2. 2

    Senior Enterprise Account Executive (L3) with Leadership Aspirations

    Roughly 8-10 years as a top-performing Senior Enterprise AE, followed by a move into management.

    Skills to master

    • Exceptional individual quota attainment on complex deals, strong executive relationships, deep product and market expertise, informal mentoring of junior reps, a clear desire and aptitude for leadership.

    You're ready to move on when

    • You're consistently a top 5% performer, closing multi-million-pound deals.
    • You're actively involved in mentoring junior AEs and leading internal initiatives.
    • You've demonstrated commercial acumen beyond your own deals, understanding broader business strategy.
    • You've sought out leadership training or management opportunities.
  3. 3

    Sales Operations Lead / Manager

    10-12 years in Sales Operations, with a strong understanding of sales strategy and execution.

    Skills to master

    • Deep expertise in sales analytics, CRM optimisation, compensation plan design, territory planning, process improvement, and strategic project management. You'd need to bridge the gap to direct sales leadership.

    You're ready to move on when

    • You've successfully designed and implemented major sales process improvements that directly impacted revenue.
    • You're seen as the 'go-to' person for sales data, forecasting, and operational efficiency.
    • You've built strong relationships with sales leaders and understand their day-to-day challenges.
    • You've actively sought opportunities to lead projects with direct sales impact and influence strategy.

15Where this role leads

The long view: This role can lead to positions such as Chief Revenue Officer or General Manager, with wider responsibility across revenue, operations or an entire business unit.

16Pay and demand

Pay & demand

Typical pay £94,135 a year Source: ONS Annual Survey of Hours and Earnings, 2025 (provisional), under the Open Government Licence v3.0

The figure is the median for full-time employees in the ONS occupation this job title codes to (Marketing, sales and advertising directors), from the April 2025 survey, about six months old when published, as ASHE always is. It is that occupation's middle, not this role's. Half earn more.

The ten Future Fluencies

Zavmo analysis

The credential is what you can do today. These are what keep you valuable.

A qualification proves you can do the job as it's defined today. These ten are what decide whether you're still the obvious person for it in five years. They're the capabilities employers are now writing into senior roles faster than people are learning them. Zavmo weaves them through whatever you study, so you come out with both: the credential and the fluency.

The highlighted ones are the Fluencies your role leans on hardest, from how Director of Sales is actually changing.

Where it leads

Roles this leads to

The record names a next step, but the catalogue has no page for it yet:

  • VP of Sales, EMEA (L6)

How you would learn this

One to one, on the work you already do

A tutor sets the task against your own job and marks the reasoning, at your pace. There is no cohort to fall behind.

It is £70 a month, billed monthly. Your free first module is Future Fluency, and you can cancel any time.

Start my Director of Sales plan, free
See Your Progress Grow Illustration
Director of Sales
  • Go-to-Market (GTM) Strategy
  • Sales Methodology (e.g., MEDDICC, Challenger Sale)
  • Pipeline Science & Forecasting
  • Compensation Plan Design
  • Territory & Quota Architecture
  • Channel & Alliance Strategy
This is your Mind Palace on learn.zavmo.ai. Every skill above comes from this role's own record, not an example borrowed from another job. A node lights up when you evidence it, and what you build stays yours between jobs. That is the part a course cannot do.

17The detail, folded away

Everything else the record holds

The career branches in full, how AI is already showing up in the day-to-day, and the questions people ask about this job. Here when you want them, out of the way while you decide.

Where it leads next, rung by rung

Where it leads

The career path, and where it branches

Director of Sales is a start, not a ceiling. Each step below asks for new skills and hands back more autonomy.

  1. VP of Sales, EMEA (L6)

    3-5 years as a successful Director of Sales

    This is a significant step up, moving from directing a region to shaping the entire sales strategy for a major business unit (e.g., EMEA). You'll be managing other Directors and owning a much larger P&L (typically £2M-£10M+).

    • Global GTM Strategy Designing and executing GTM strategies across multiple countries and diverse market conditions.
    • Executive Talent Acquisition Attracting, hiring, and retaining top sales leadership talent at the Director level.
    • Investor Relations (Sales Perspective) Articulating the sales vision, strategy, and performance to external investors and analysts.
    • Strategic Partner Ecosystem Development Building and managing a complex network of strategic partners and channels at an executive level.
Working with AI on the job

Working with AI

Where AI is starting to help

Let's be real, as a Director of Sales, your plate is overflowing. You're juggling team performance, strategic planning, cross-functional alignment, and still trying to get those big deals over the line. What if you could reclaim hours every week, not by working less, but by working smarter? AI isn't just for junior reps anymore; it's a game-changer for sales leaders like you.

We're building an AI-first sales organisation. That means we're actively investing in tools and training to help our leaders automate the tedious, data-heavy parts of the job, freeing you up to do what you do best: lead, strategise, and close. Imagine having an intelligent assistant that helps you predict the future, diagnose problems before they explode, and even draft your board presentations. That's the reality we're creating.

Forecast Accuracy Automation

AI tools will analyse historical deal data across your entire region, look at rep behaviours, and even pull insights from conversation intelligence (Gong/Chorus) to generate an unbiased, data-driven forecast. It'll flag deals that are 'at-risk' despite your managers' optimism, giving you a clearer, more realistic picture of the quarter. This means fewer surprises and more predictable revenue.

At-Risk Deal Diagnosis Across Teams

Forget spending hours digging through individual CRM records. AI automatically surfaces critical insights from across your tech stack – things like 'No contact with the Economic Buyer in 14 days' or 'Competitor X mentioned 5 times in the last call' – for every deal in your region. This helps you and your managers prioritise coaching on the deals that truly need it, before they go south.

GTM Strategy & Territory Planning

Use AI to analyse vast amounts of market data, ideal customer profile (ICP) firmographics, and historical win rates. It can then propose optimised territory alignments and quota distributions across your managers' teams, ensuring equitable patches and maximising market coverage. This takes the guesswork and much of the politics out of annual planning.

Board Narrative Generation

AI can synthesise performance data from Salesforce and Tableau with market trends from news sources to draft the initial narrative for your quarterly board presentation. This includes key wins, losses, strategic outlook, and even suggests answers to anticipated tough questions. It's not about replacing your insights, but giving you a massive head start on the storytelling.

Common questions

Common questions

How do you become a Director of Sales?

Common routes in include Regional Sales Manager (5-8 years as a Regional Sales Manager), Senior Enterprise Account Executive with Leadership Aspirations (Roughly 8-10 years as a top-performing Senior Enterprise AE, followed by a move into management.) and Sales Operations Lead / Manager (10-12 years in Sales Operations, with a strong understanding of sales strategy and execution.). Times vary with prior experience.

Where can a Director of Sales progress to?

This role can lead on to VP of Sales, EMEA (3-5 years as a successful Director of Sales), depending on the skills you build.

What new skills matter most for a Director of Sales?

Increasingly, AI-Powered Sales Leadership & Enablement and Advanced Data Storytelling & Visualisation. These are the skills our record of this role lists as growing.

Free tools

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Three free tools, no account needed. Each one ends with a role, a level and a way in.

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18Where to go from here

Other roles at Level 6

Same depth of qualification, different job. Useful if the work appeals but this particular role does not.

 More jobs in sales

Stay in the field you know and move sideways rather than up.
If you leave this industry

The skills built in this role transfer to other B2B SaaS companies, and to consulting, private equity or start-ups that need someone who can build and lead a sales organisation.

This role profile is © 2026 Growth Engineering Technologies Ltd. Built from UK occupational standards and regulated qualification data, and written for Zavmo.

You're not behind. You're right on time. The shift is only just beginning. Your role won't look the same in two years. Be the one who leads the change, not the one it happens to. Start my Director of Sales plan, free What happens next: a free account, then we build your plan as you set up. No card. Build your plan, see your roadmap and meet the twelve tutors matched to you. All free. When you're ready to start learning, it's £70 a month, billed monthly. Cancel any time and billing stops.