In an era where sales complexity continues to accelerate and buyer expectations reach unprecedented heights, the path from individual contributor to sales leader has never been more challenging, or more critical to organisational success. This week, the Institute of Sales Professionals proudly announces a watershed moment in our industry: the launch of our enhanced Sales Capability Framework, featuring comprehensive Level 5 and Level 6 competencies designed specifically for senior sales professionals, executives AND for the first time, aspiring & experienced sales leaders and managers.
The leadership development crisis in sales
For too long, our industry has operated under the misguided assumption that exceptional individual performers automatically translate into exceptional leaders. This “promote the best seller” mentality has created a leadership development crisis, leaving countless high-potential professionals stranded in the transition from quota-carrying contributor to strategic leader.
According to the Chartered Management Institute (CMI), 82% of UK managers are “accidental managers,” lacking formal management training. This lack of preparation can lead to decreased confidence and effectiveness in their roles. The cost to organisations is staggering, not just in turnover and recruitment expenses, but in lost productivity, diminished team morale, and missed revenue opportunities.
Introducing L5 and L6: A strategic response to market demands
Our new Level 5 and Level 6 competencies represent more than an educational enhancement, they constitute a fundamental reimagining of what it means to excel in senior sales roles. These frameworks acknowledge that modern sales leadership requires a sophisticated blend of strategic thinking, emotional intelligence and operational excellence that extends far beyond traditional selling skills.
Level 5: The strategic sales manager
Level 5 competencies address the critical transition point where individual contributors begin leading teams and managing complex accounts. The ‘strategic account planning’ competency, for instance, transforms how sales professionals approach major client relationships. Rather than pursuing transactional opportunities, L5-certified professionals develop comprehensive, multi-year strategies that align with customer business objectives and market evolution.
In practice, this means conducting quarterly business reviews that function as strategic consulting sessions, identifying expansion opportunities across multiple business units, and building executive-level relationships that transcend traditional vendor-client dynamics. The ‘sales team development’ competency ensures these leaders can replicate their success through others, implementing coaching methodologies that accelerate team performance while building sustainable succession pipelines.
The ‘revenue forecasting and analytics’ competency at L5 level elevates sales professionals beyond gut-feel predictions to sophisticated analytical frameworks. Daily applications include developing predictive models based on historical data, implementing early warning systems for at-risk deals, and creating dashboard reporting that provides actionable insights for executive decision-making.
Level 6: Executive sales leadership
Level 6 represents the pinnacle of sales professional development, designed for VPs, Chief Revenue Officers, and other C-suite sales executives. These competencies acknowledge that executive-level sales leadership requires mastery of organisational dynamics, market strategy, and cross-functional collaboration.
The ‘organisational sales strategy’ competency enables executives to align sales initiatives with broader business objectives, manifesting daily through strategic planning sessions that integrate market analysis, competitive intelligence and revenue optimisation strategies. This isn’t simply about hitting numbers, it’s about architecting sustainable growth engines that adapt to market evolution.
‘Cross-functional leadership’ at L6 level recognises that modern sales success requires seamless collaboration across marketing, customer success, product development, and finance teams. Practical applications include leading go-to-market strategies for new product launches, optimising customer lifecycle management processes, and developing pricing strategies that balance competitiveness with profitability.
The ‘executive stakeholder management’ competency prepares sales leaders for board-level presentations, investor relations activities, and strategic partnership negotiations that can fundamentally alter organisational trajectory.
The competitive advantage of structured development
Organisations that invest in L5 and L6 competency development will create measurable competitive advantages. More importantly, these competencies create career clarity for ambitious sales professionals. The framework provides a roadmap for advancement that extends beyond subjective performance reviews to objective, measurable skill development.
The future of sales excellence
As we launch these enhanced capabilities, we’re not simply adding educational content—we’re establishing new standards for sales professional excellence. The L5 and L6 competencies represent our industry’s evolution toward true professionalisation, where career advancement follows structured pathways based on demonstrated competency rather than tenure or political considerations.
For ISP members, this represents an unprecedented opportunity to differentiate themselves in an increasingly competitive marketplace. For organisations, it offers a blueprint for developing sales leadership that drives sustainable growth in an era of constant change.
The future belongs to sales professionals who embrace continuous learning and strategic thinking. With L5 and L6 competencies, we’re providing the framework to make that future achievable for every ambitious sales professional ready to lead.
Written by Dan Hodgetts, Chief Operating Officer at ISP
Dan Hodgetts is an experienced leader with over two decades of expertise in the apprenticeship, skills and awarding sector. Over the past five years at ISP, Dan has contributed significantly to the company’s growth in apprenticeships and awarding services. He and his team have developed the sales capability framework, benefiting individual salespeople, training providers, higher education institutions and corporate partners in advancing their professional development plans.