In the fast-paced world of B2B sales, keeping top talent motivated and engaged is no small task. Beyond offering competitive salaries and attractive benefits, one of the most effective ways to retain employees and drive performance is through consistent growth opportunities and career progression.
At Totaco, we recently surveyed over 100 B2B sales professionals to understand how often they believe companies should offer growth opportunities or promotions. The results highlight a clear expectation for regular career advancement—and some interesting differences in opinion.
What the Data Tells Us
Here’s what our survey revealed:
- 48% of respondents believe that employees should have the opportunity to advance at least once a year.
- 35% said that promotions should be based on performance, rather than a set time frame.
- 13% think that career progression every 2–3 years is reasonable.
- Only 4% expect opportunities for growth every six months.
Why Regular Growth Opportunities Matter
It’s clear that most B2B sales professionals expect some form of consistent career progression. But why does this matter so much?
1. Retention and Engagement
Employees who feel like they are progressing in their careers are far more likely to stay with their employer. Career stagnation is a major reason why people seek out new opportunities. When employees see a clear path for advancement, they feel more valued and engaged.
2. Motivation and Performance
When promotions and growth opportunities are tied to performance, it creates a culture of accountability and motivation. Employees are more likely to push for results when they know their efforts will be recognised and rewarded.
3. Skills Development and Business Growth
Providing opportunities for upskilling and career growth doesn’t just benefit employees – it strengthens the overall business. Sales professionals with advanced skills and knowledge are better equipped to handle market challenges and drive business success.
The Right Balance: Performance vs. Timing
While nearly half of the respondents expect growth opportunities on an annual basis, over a third prioritise performance over timing. This suggests that businesses need to strike a balance:
Offering regular career check-ins and development plans ensures employees feel supported.
At the same time, rewarding performance rather than just tenure helps create a high-performance culture.
How businesses can get it right
If you’re looking to attract and retain top talent, here’s how you can create an effective growth strategy:
- Set clear expectations around career progression from the outset.
- Create structured development programs with clear milestones.
- Provide regular feedback and performance reviews to keep employees on track.
- Offer training and upskilling opportunities to help employees grow into new roles.
- Recognise and reward high performance – not just with financial incentives, but with genuine career progression.
The message is clear: growth opportunities and promotions matter – a lot. Whether it’s through structured training, performance-based promotions, or consistent career planning, employees want to see a future with their employer. If your business isn’t offering regular growth opportunities, you may struggle to keep top talent engaged. After all, the most successful teams are built on a foundation of progress and recognition.