Commercial disclosure
This is original Unify research. The report includes links to Unify products and related Unify articles, but it contains no affiliate links, sponsored rankings, or paid company placements.
UNIFY RESEARCH LAB
This report examines what happened to people who started their first SDR or BDR role between January 1, 2021, and January 31, 2026.
Among the 22.3% of the cohort observed reaching AE, the median time to promotion was 12 active SDR months. Internal promotion was the more common classified route, but nearly as many changed companies to get the title.Highlights
Definitions
CHAPTER 01
Among the 22.3% of the cohort observed reaching AE, the median time to promotion was 12 active SDR months. This includes people promoted internally and those who changed employers for the AE title.
Month 12 is the most common reported point, but year-only source dates stack some records there. It should not be read as a behavioral deadline or as evidence that most promotions happen within the first year.
Promotion timing varies across the people who reached AE; the rest of the cohort is not represented in this distribution.
The window
Twelve months is the survivor-only midpoint. The month-12 spike is partly a date artifact, not a deadline.
CHAPTER 02
Of the people who reached AE, 56% were classified as promoted without changing employer. The other 44% were classified as changing employer to get the title.
Three paths lead to AE. 49% were promoted at the company where they started. Another 7% switched employers as SDRs, then were promoted internally at the new company. The remaining 44% changed employers to take the AE title directly.
The middle group was slowest: a median 22 active SDR months before promotion, versus 12 for the other two paths. Employer-ID aliases and subsidiaries can make some within-company moves appear as employer changes.
Climb or jump
In this sample, switching companies while remaining an SDR was associated with a 22-month median before reaching AE, nearly double the other observed paths.
CHAPTER 03
Leaving did not necessarily mean trading up. Jumpers were almost equally likely to move to a larger employer (43.2%) or a smaller one (42.6%); 14.2% moved to an employer of similar size.
This view compares each jumper's Last SDR employer with their new AE employer, split into moves to larger, smaller, and same-size companies.
CHAPTER 04
The 2021 to 2024 cohorts each have an 11-month median when every cohort is limited to the same 24-month follow-up window. The report’s 12-month headline instead uses the full observation window across everyone who reached AE.
Across those comparable cohorts, 59.5% to 63.5% of observed moves were classified as internal. That differs from the 56% headline because the headline uses the full cohort and compares the AE employer with the most recent SDR employer.
Timing context
The findings so far explain the path. What follows digs into the volume, promotion patterns, and outcomes behind it, with plain-language notes on every chart.
The first chapter showed the timing of one person's move to AE. These views zoom out to the whole market: how many moves happened each month, whether SDR teams added more people than they lost, and how internal promotion shifted over time.
SECTION 02 / Transition volume
Together, these charts show whether a busy market also created clear internal paths.
Read these charts together: volume shows how busy the market was; the split shows how people moved through it.FIGURE 05
The number of people reaching AE each month, split by internal promotion or employer change.
This is the market’s month-by-month heartbeat.
Each bar is the number of people who reached AE in that month. Orange shows internal promotions and black shows people who changed employers for the AE title. January is the highest-volume month in every complete year shown. The blue line shows the mean across a complete rolling 12-month window; the first displayed point already includes February through December 2020.
Monthly volume stayed high, but internal promotion became less common.
Shown through March 2026. The first 12-month mean includes February–December 2020, before the displayed range. The 96% steady-state field is a measured lower-bound QA check, not a correction applied to the counts.
FIGURE 06
Annual entries and exits from SDR or BDR work, with the ratio shown for every exit.
More people entered SDR work than exited it each year.
The orange bars show people entering SDR or BDR work, while the black bars show exits. The line shows how many people entered for every exit. The ratio stayed above 1.0 every year, with the narrowest gap in 2023 at 1.07×.
Every year had more entries than exits. The narrowest ratio was 1.07× in 2023.
2026 is partial through July and should not be compared directly with complete years.
SECTION 03 / Promotion patterns
A 56% classified internal-promotion rate describes people observed reaching AE, not a rule for every company. The new customer and industry views add two distinct questions: how companies that use Unify compare with the market, and what share of every SDR starter reaches AE within one year.
Use these comparisons as context, not as a prediction for one person or one company.FIGURE 07
Among people who reached AE, internal-promotion share is shown separately for small and large employers.
The internal route varies by industry, especially when employer size is considered.
The chart ranks industries separately for smaller and larger employers. A point to the right of 50% means internal promotion was more common than changing employer among people observed reaching AE. This does not measure the chance of promotion within one year; that would require the full starting cohort for each industry.
Among people observed reaching AE, the internal route is more common at large employers across these industry rankings.
This is route share among people observed reaching AE, not the probability of promotion within one year. The export does not contain the full industry cohort needed for that calculation. Industry labels, company size, and employee band use the latest available 2026 company record.
FIGURE 08
The internal-promotion rate for each employer-size band.
Larger employers were more likely to provide the AE title internally.
Each bar represents one employer-size band. Above the 50% line, internal promotion was more common. Below it, changing employer was more common. The overall pattern is clear, but it does not mean every large company has a formal promotion path.
The internal rate rises from 36.4% at the smallest employers to more than 60% at the largest.
The 50% line marks path parity. Employee bands use the latest available 2026 company record, not employer size at the time of each move.
FIGURE 09
Promotion timing and internal-promotion share at current and former Unify customer companies, compared with the published US cohort.
Companies that use Unify do not show a faster promotion clock in this cut.
The median is 12 active SDR months in both groups, and the middle 50% nearly overlaps. The visible difference is the route: 67.9% of observed movers at companies that use Unify were promoted internally, compared with 56.0% in the published US cohort. The raw mean difference was not statistically distinguishable from zero.
Both groups have a 12-month median. Companies that use Unify promoted 67.9% of observed SDR-to-AE movers internally, compared with 56.0% in the full cohort.
This is an observational company comparison, not an estimate of Unify’s product impact. Customer status is current, while many promotions predate the company’s Unify contract. The customer sample contains ~470 people across ~130 employers; a raw mean difference of −0.46 months had a 95% interval from −1.27 to +0.35 months.
FIGURE 10
The share reaching AE after 12, 18, 24, and 36 months.
The first-year path to AE is getting narrower.
The share reaching AE within 12 elapsed months fell from 11.1% for the 2021 cohort to 8.4% in 2022 and 7.2% in 2023. Each row uses the full starting cohort; blank later cells mean the required observation time has not passed.
The share reaching AE within 12 months fell from 11.1% for the 2021 cohort to 8.4% in 2022 and 7.2% in 2023.
These are elapsed-month conversion rates for each full starting cohort, unlike timing charts that count active SDR months only among people who reached AE. A blank cell means the cohort has not been observed for that long.
FIGURE 11
The share of every SDR starter who reached AE within 12 elapsed months, with the eventual observed share shown for context.
Year-one odds are less than half of the eventual observed promotion share.
Each row starts with every SDR in that industry and employer-size group, whether or not they became an AE. Orange shows the share reaching AE within 12 elapsed months; the darker comparison shows the share observed reaching AE at any point. Rows are alphabetical, not a league table, and known sports-title artifacts are removed.
At smaller software companies, 13.5% reached AE within 12 months and 32.0% did so at any point observed. At larger AI companies, the corresponding shares were 19.1% and 46.5%.
This uses the full starting cohort and is not comparable with route-mix charts that include only people who reached AE. The export contains selected high-rate industries with a sample floor of ~150 SDR starters per cell. Sports and entertainment rows are excluded because ‘Account Executive’ often means ticket sales there.
FIGURE 12
The middle half and median time before seven sales-career moves.
The first sales promotion is usually faster than later senior moves.
Each row describes one title-to-title move and now states the number of people behind it. The dot is the median time in the role before the promotion; the line covers the middle half of people. Wider lines mean people had more varied timelines, even when the medians look similar.
SDR moves take 10–11 months. Moves from AE into senior or manager roles take 16–19 months.
This uses time in the role immediately before each promotion. It is a different clock from the 12-month full-window SDR-to-AE headline and the 11-month comparable-cohort view.
SECTION 04 / Promotion timing
Among people observed reaching AE, the median time to promotion was 12 active SDR or BDR months. The next four views test whether that survivor-only clock changes by state, industry, employer size, or company growth.
A median describes the middle person. It does not say that everyone follows the same schedule.FIGURE 13
The middle half and median time to promotion in each state.
State-to-state differences are smaller than the variation inside each state.
The chart separates smaller and larger employers so company size does not disappear inside a state average. The dot gives the typical path; the line shows how wide the middle range is. Location alone does not explain the full difference.
Differences between states are small. Company size and industry mix matter too.
This timing view includes only people who reached AE. Location is the person’s current state, and employee bands use the latest available 2026 company record.
FIGURE 14
The middle half and median time to promotion in each industry.
People inside the same industry often have very different timelines.
The dot makes industries easy to compare, but the horizontal line is equally important. When those lines overlap, the data does not support a simple claim that one industry is always faster than another.
The spread inside an industry is often larger than the gap between industries.
This timing view includes only people who reached AE. Industry and employee band use the latest available 2026 company record rather than a historical snapshot.
FIGURE 15
Promotion timing and internal-promotion rate for each employer-size band.
Time to promotion rises with employer size, but only gradually.
The smallest-employer median is 9 active SDR months and the largest-employer median is 14. The internal-promotion percentage printed beside each row adds the other half of the story: larger employers tend to take longer, but they also promote internally more often.
The median moves from 9 months at the smallest employers to 14 months at the largest.
This timing view includes only people who reached AE. The line shows the middle 50%; employee bands use the latest available 2026 company record.
FIGURE 16
Promotion timing and internal-promotion rate by company growth.
Company growth changes the route more clearly than it changes the timing.
Most measured growth groups have a 12-month median, while faster-growing companies show a higher internal-promotion share. Growth describes the employer, not the person. Records without a usable company-growth value are excluded from this view.
Most measured groups have a 12-month median. Faster-growing companies showed higher internal-promotion rates.
This timing view includes only people who reached AE and have a usable company-growth value. Growth uses the latest available 2026 company record.
SECTION 05 / Outcomes & market
The cohort story does not end with the people who became AEs. This final section shows the next recorded role among people with a recorded destination and a separate snapshot of advertised pay.
These datasets answer different questions, so each chart states who is included and what its percentages are based on.FIGURE 17
The next recorded role family among people with a recorded destination.
The largest group is residual, not a measured career destination.
This chart covers ~170,000 people with a recorded next role. No sales title matched for 38.0%: 36.5% had a non-sales or unrecognised title and 1.5% are grouped as Other because they were untitled or unclassified. That residual cannot distinguish genuine non-sales moves from classifier misses. Account Executive accounts for 18.8%, other sales IC roles for 14.2%, and lateral SDR or BDR moves for 7.6%. A further 7.1% matched a broad sales-leadership title family; the data does not show that these were specifically SDR management roles.
No sales title matched for 38.0% of recorded destinations. This residual combines non-sales, unrecognised, and untitled records; it is not a measured ‘left sales’ category.
Percentages use the ~170,000 people with a recorded next role, not the full cohort. Title-family matching can produce false positives or misses, including within the 7.1% classified as sales leadership.
FIGURE 18
Advertised base salary, OTE, and state-level AE pay in US job postings from the latest 6 months.
The pay view is a separate job-market snapshot, not an outcome from the career cohort.
The view now separates advertised base salary from OTE and shows the record count behind every bucket. The $97,500 AE and $72,500 SDR base-salary headlines come from the all-posting role overview. The state comparison uses known-location AE postings only; limited compensation disclosure can affect every estimate.
Across all postings in the 6-month role overview, median advertised base was $97,500 for AE and $72,500 for SDR. Among postings that stated OTE, the medians were $100,000 and $80,000.
This is job-posting data, not cohort data. Every row shows both the number of compensation records used and the total posting count. OTE and salary disclosure are limited, and geography uses only the four largest known-state AE samples.
Methodology
Unify Research Lab analyzed original career-history data for ~180,000 US people whose first recorded SDR or BDR role began between January 1, 2021, and January 31, 2026. We followed the records through July 1, 2026. In that time, ~40,000 people reached AE.
Those people represent ~11,000 distinct first-SDR employers and ~13,000 distinct employers on the AE side. The two employer counts overlap and must not be added together. The cohort is not restricted to technology companies.
Promotion-timing charts count distinct active months in SDR or BDR roles across every employer. Career gaps and unrelated roles do not count. These medians describe only people observed reaching AE; elapsed-month conversion rates use the full starting cohort. Later cohorts had less time to reach AE, so they should not be compared directly with older cohorts.
Counts are people unless a chart clearly says roles, postings, or events. The separate pay snapshot covers ~12,000 US AE and SDR job postings from the latest 6-month export; it is not part of the career cohort. Source: MixRank people and jobs data in app-data-production. Percentiles use exact quantiles.
Highlights
The first-year path is getting narrower.12-month conversion fell from 11.1% for the 2021 cohort to 7.2% in 2023.
Internal promotion is the larger classified route.56% were promoted internally; employer aliases can shift that split.
A lateral switch was associated with a longer time to AE.People who switched as SDRs and later climbed had a 22-month median.
Context is descriptive, not causal.Internal-promotion rates varied more by company size than promotion-timing medians did.
FAQ
People who started their first SDR or BDR role between January 1, 2021, and January 31, 2026.
No. We observed everyone through July 1, 2026. People who started later had less time, so recent cohorts are still incomplete.
No. It is the midpoint among the 22.3% of the cohort observed reaching AE: half were promoted in fewer active SDR months and half in more. Month 12 is also the most common reported point, but year-only source dates inflate that spike.
Active months in SDR or BDR roles before reaching AE, summed across every company. Career gaps and unrelated roles do not count. Using active months keeps career gaps and unrelated roles from inflating the clock, so comparisons focus on time actually spent in SDR or BDR work.
The 56% headline uses the full cohort and compares the AE employer with the most recent SDR employer. The roughly 60% annual view limits each 2021–2024 cohort to the same 24-month follow-up window. Both rely on employer IDs, so subsidiaries and aliases can make some internal moves appear external.
They use different populations and clocks. Twelve months is the full-window median among everyone observed reaching AE; 11 months limits 2021–2024 cohorts to a common 24-month follow-up window; 10–11 months measures time in the role immediately before specific promotions.
No. It is a separate snapshot of US job postings from the last 6 months. The $97,500 AE and $72,500 SDR headlines use all-posting role totals; values such as $105,000 for AE and $65,000 for entry-level SDR belong to specific seniority rows. Only postings that stated salary are used.
Climbed means the person was promoted to AE at the company where they were already working. Jumped means the person changed employers and took the AE title in the same move.
Months 1 and 2 do not have a large enough sample for reliable conclusions, so the visible analysis begins at month 3.
No. The study is observational. It shows patterns in career records, but it cannot prove why a person was promoted or changed employers.
Transparency
This is original Unify research. The report includes links to Unify products and related Unify articles, but it contains no affiliate links, sponsored rankings, or paid company placements.