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Break into B2B Tech Sales

November 21, 2023

Breaking into a B2B Tech Sales Career

In today's highly competitive business landscape, B2B Tech Sales plays one of the most important roles in driving a company's revenue and growth. Whether you're a seasoned professional or just starting your career, understanding the intricacies of B2B Tech Sales is critical for success.

Driven by the ongoing digital transformation across industries, this lucrative career has promising opportunities for those who can navigate its terrain. In this comprehensive industry guide, we will explore how to break into a B2B Tech Sales career and share insights into the industry's growth.

What is B2B Tech Sales?

In order to begin, we need to grasp the essence of B2B Tech Sales. Although B2B Tech sales impulses the vast amount of revenue for a company, few professionals know about the opportunities that lie ahead in a tech sales career trajectory.

B2B Tech Sales involves selling technology-related products or services from one business entity to another. This form of sales isn't just about pushing products but revolves around the ability to comprehend complex technological solutions and align them with a client's unique needs.

It requires a deep understanding of the target market, strong communication skills, and the ability to build and maintain relationships with clients.

Skills to Excel

To excel in B2B Tech Sales, several key skills are crucial. These include:

  • Communication and “people” skills
  • Attention to detail
  • Ability to deal with rejection
  • Negotiation skills
  • Ability to work under pressure
  • Individual and teamwork
  • Outgoing personality
  • Relationship building
  • Confidence

Industry Growth and Opportunities

The B2B Tech Sales industry is experiencing remarkable growth. The integration of technology into almost every aspect of business operations, coupled with the rising importance of data-driven decision-making, has accelerated the demand for tech solutions. This has created a fertile ground for tech sales professionals. According to recent data, the global B2B Tech Sales market is projected to maintain a compound annual growth rate (CAGR) of over 6% in the coming years.

This growth is attributed to various factors, including:

  1. Digital Transformation: As companies embrace digital transformation strategies, they require advanced tech solutions to remain competitive.
  2. Cloud Services: The expansion of cloud-based software solutions, like software as a service (SaaS), presents lucrative opportunities for tech sales.
  3. Data Analytics: The increasing reliance on data analytics tools in decision-making has elevated the demand for data-related tech solutions.
  4. Cybersecurity: In an era of growing cyber threats, businesses are investing in robust cybersecurity solutions, creating a high demand for such products.
  5. Remote Work: The surge in remote work arrangements necessitates new tech solutions to enhance productivity and security.

Main career path within the function

Sales Development (SDR)

SDRs kickstart the first phase of the sales process which includes researching, prospecting, and qualifying leads. After you find a lead, you pass it on to an account executive. An SDR work is measured through the number of calls they make and the number of emails sent. It is usually an entry point to sales. Base salary approx.:

💰 Spain & Italy: €25-28k | Nordics, Benelux & France: €35,000 | UK: £30,000

Outside salesperson

Outside salespeople spend most of their time visiting potential customers at their offices. A very independent role, so it requires previous experience in sales. On the pros, you can come up with your own schedule, and all travel expenses are covered (including, for instance, a car). Base salary approx.:

💰 Download the full report for more insights on salaries

Account Executive

Account Executives run demos or give presentations, identify and address some buying obstacles, create personalized value propositions for the clients, negotiate contract terms, and close deals. AE usually have to reach a minimum amount of sales to stay on the job. If the Account Executive has strong interpersonal skills, then reaching the quota should be easily achieved! Base salary approx.:

💰 Download the full report for more insights on salaries

Account Manager

Account managers take over when the initial purchase by the client is done. The work consists of understanding the client’s needs, creating a long-term strategy with them, and helping them notice they have the best ROI by using your product. If you were to become an account manager, the metrics you would be measured by are client retention and satisfaction, and sometimes up-selling and cross-selling. Base salary approx.:

💰 Spain & Italy: € 41,000 | Nordics: € 55,000 | Benelux & France: € 50,000 | UK: £51,000

Regional Sales Manager

Sales managers and regional sales managers lead teams of SDRs, reps, and, sometimes, account managers. If you are a sales manager, you will be in charge of setting up your team’s goals and individual quotas. Also, the role includes analyzing data, coordinating sales training, call reviews, and managing sales territories. Base salary approx.

💰 Download the full report for more insights on salaries

Director of Sales

Sales directors work with sales managers to determine sales objectives, forecast and develop sales quotas, and maintain sales volume. If you are a sales director, you will be in charge of the strategy and will most likely communicate it to upper management. Base salary approx.:

💰 Download the full report for more insights on salaries

Sales Engineer

Sales engineers combine the technical expertise of engineers with the business and selling skills of a traditional rep. The sales engineer's responsibilities include answering in-depth product questions, working with prospects to determine their technical needs, communicating those needs to the team, helping salespeople give demos, and crafting the technical components of proposals and contracts. Base salary approx.:

💰 Spain & Italy: €50,000 | Nordics: €45,000 | Benelux & France: €61,000 | UK: £37,000

VP of Sales

A vice president of sales contributes to the entire strategy of the sales organization and the company as a whole. You will also make important decisions like deciding which markets the organization will expand to, and the next sales tactics your team will apply. For this role, you will need at least 10 years of experience. Base salary approx.:

💰 Download the full report for more insights on salaries

Breaking into B2B Tech Sales

After working with Nova's countless tech sales experts, we've learned the best practices to break into the industry. If you're eager to venture into B2B Tech Sales, here's a roadmap to guide your journey:

1. Develop Tech Acumen: A strong foundation in technology is essential. You don't need to be a programmer, but understanding key tech concepts, trends, and the products you'll be selling is crucial.

2. Hone Your Sales Skills: Successful tech sales professionals possess exceptional communication, negotiation, and relationship-building skills. Invest in improving these areas.

3. Industry Knowledge: Gain insights into your target industry. Understanding the specific challenges and opportunities within an industry will set you apart. Learn insights from industry experts by reading books such as "SPIN Selling" by Neil Rackham, "The Challenger Sale" by Brent Adamson and Matthew Dixon, and "To Sell Is Human" by Daniel H. Pink.

4. Networking: Connect with leading professionals in the tech industry. Attend industry events, join relevant online forums, and build your network.

5. Training and Certifications: Many tech companies offer certifications for their products. Earning these certifications can boost your credibility.

6. Online Learning: There are hundreds of online courses out there. Unsurprisingly, we would recommend you to enroll in Nebula’s program on breaking into B2B Tech Sales. Learning from global tech sales practitioners and coaches alongside a cohort of top talented Novas will propel your industry and entry-knowledge!

7. Internships: Seek internships or entry-level positions in tech sales. Practical experience is invaluable.

8. Customize Your Resume: Tailor your resume to highlight tech and sales-related skills and experiences.

9. Prepare for Interviews: Be ready to discuss your tech knowledge, problem-solving abilities, and your passion for sales in interviews.

10. Stay Informed: The tech industry evolves rapidly. Continuously educate yourself on emerging trends and technologies.

11. Leveraging Industry Data: Understanding the growth and trends in the B2B Tech Sales industry can set you on the right path to success. The demand for tech sales professionals is rising as companies invest in technological solutions to stay competitive in the digital era.

Pros and Cons

To be equipped for a successful start in B2B Tech Sales, understanding its pros and cons is crucial. Let's explore both the opportunities and challenges:


  • High earning potential: B2B Tech Sales roles often offer competitive salaries and commission structures.
  • Constant learning: The technology industry is ever-evolving, providing opportunities to learn about new products and developments.
  • Relationship building: B2B sales involves building and maintaining long-term relationships with clients, which can be rewarding for those who enjoy networking and working with others.
  • Variety of industries: B2B Tech Sales roles can be found in various industries, allowing you to find a niche that aligns with your interests.


  • Stressful environment: Meeting and exceeding sales targets can be challenging and demanding, leading to a potentially stressful work environment.
  • Long hours: B2B Tech Sales jobs may require significant time and effort, including long work days, travel, and working on weekends or holidays.
  • Rejection: Sales professionals face frequent rejection, requiring a positive attitude and perseverance.
  • Complex products: B2B technology products are often complex, necessitating a deep understanding and making the sales process longer and more difficult.
We have created a comprehensive guide to help you Break into B2B Tech Sales, and kick-start your career in one of the most demanded industries. You can download it here.

A Typical Day at Work

A typical day working in B2B tech sales can vary depending on the company and the specific role, but generally, it includes a mix of activities related to building and maintaining relationships with customers, as well as implementing sales strategies to achieve revenue goals. Here's an example of some of the tasks and responsibilities that a B2B tech sales representative might be responsible for on a typical day:

  1. Following up on leads: Checking and responding to emails, phone calls, and other communication from potential customers.
  2. Conducting research: Researching potential customers, including their products, services, and industry trends, to help identify opportunities and build a strong understanding of the customer's business needs.
  3. Outreaching and Qualifying potential leads: Reaching out to potential customers through email, phone calls, and other channels to build relationships and qualify potential leads.
  4. Meeting potential customers: Participating in face-to-face meetings with potential customers to understand their business needs and propose solutions.
  5. Demonstrating solutions: Showing customers how the product or service addresses their needs and answering any questions they may have.
  6. Negotiating deals: working with customers to reach an agreement on price and other terms, and preparing and sending proposals.
  7. Keeping accurate records: Keeping accurate and detailed records of customer interactions and sales activity in a CRM (Customer Relationship Management) system.
  8. Following up on deals: Following up with customers to ensure they are satisfied with their purchase and to identify upselling opportunities.
  9. Collaborating with other teams: Collaborating with other teams, such as marketing, product development, and customer service, to develop sales strategies and improve the customer experience.
  10. Meeting and exceeding sales targets: Keeping track of progress against sales targets, and taking actions to achieve or exceed those targets.
A dynamic environment in a high-growing industry.

Recruiting Process

The recruiting process for B2B Tech Sales generally follows these steps:

  1. Resume Screening: Hiring managers review resumes and cover letters to assess qualifications and experience.
  2. Phone Interview: Selected applicants are invited for a phone interview to provide more information about their experience and qualifications.
  3. In-person or Virtual Interview: Candidates may be invited for an in-person or virtual interview, where they may undergo sales simulations or role-playing exercises.
  4. Assessment Tests: Some companies include tests to evaluate sales aptitude, skills, and cultural fit.
  5. Background Check: Before making a job offer, many companies will perform a background check to verify your work history and education.
  6. Job offer: If you are selected for the role, the company will extend a job offer. This will include information about compensation, benefits, and starting date.


As the technology industry continues to expand, opportunities for those with a passion for tech and sales are abundant. By combining your understanding of technology with sales acumen, industry knowledge, and a robust network, you can embark on a successful career in B2B Tech Sales and contribute to the digital transformation of businesses worldwide.

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