UNIFY RESEARCH LAB

The Path to AE

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.
~180,000people in the cohort
~40,000people reached AE across ~11,000 first-SDR employers
56%promoted internally
12 momedian months to promotion

Highlights

The story in five points

  1. ~40,000 people reached AE across ~11,000 first-SDR employers. That's 22.3% of the ~180,000 in the cohort, as of July 1, 2026.
  2. The median time to promotion was 12 active SDR months. This is not a deadline, and the month-12 spike is inflated by year-only source dates.
  3. 56% were classified as internal; 44% changed companies. Employer-ID aliases and subsidiaries can shift this split.
  4. Switching as an SDR was associated with a longer time to AE. People who changed companies and were later promoted took a median of 22 months, nearly double the overall median.
  5. The first-year path is getting narrower. 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.

Definitions

What the words mean

Cohort
People who started their first SDR or BDR role between January 1, 2021, and January 31, 2026.
Climbed
Promoted to AE at the company where they were already working.
Jumped
Changed employers and took the AE title in the same move.
Active SDR months
Active months in SDR or BDR roles before reaching AE, summed across every company. Career gaps and unrelated roles do not count.

CHAPTER 01

How long does it take an SDR to become an AE?

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

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Active SDR months
Active months in SDR or BDR roles before reaching AE, summed across every company. Career gaps and unrelated roles do not count.
Median
The midpoint: half of those who reached AE did it in less time, half in more.

Twelve months is the survivor-only midpoint. The month-12 spike is partly a date artifact, not a deadline.

CHAPTER 02

Do SDRs reach AE through promotion or by changing companies?

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

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Climbed
Promoted to AE at the company where they were already working.
Jumped
Changed employers and took the AE title in the same move.
Switched, then climbed
Changed employers as an SDR, then earned an internal AE promotion later.
THE IMPLICATION

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

Where do SDRs land when they change companies?

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.

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This view compares each jumper's Last SDR employer with their new AE employer, split into moves to larger, smaller, and same-size companies.

Jumper
A person who changed employers and took the AE title in the same move.
Last SDR employer
Where the person worked as an SDR right before becoming an AE. Not necessarily their first SDR job.
Blank cell
Fewer than 100 people made that specific size-to-size move; those people still remain in the denominator.

CHAPTER 04

Has the path to AE become longer?

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

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Start-year cohort
People whose first SDR or BDR role began in the same calendar year.
Comparable window
The same 24 months of follow-up for each mature cohort.

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

How did SDR-to-AE movement change over time?

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

Moves to AE over time

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.

Climbed
Promoted to AE at the company where they were already working.
Jumped
Changed employers and took the AE title in the same move.
12-month mean
The mean monthly volume across the current month and the previous 11 months.
WHAT THE DATA SAYS

Monthly volume stayed high, but internal promotion became less common.

KEEP IN MIND

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.

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FIGURE 06

SDR entries, exits, and entries per exit

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×.

Entered
A person recorded as entering SDR or BDR work during the year.
Exited
A person recorded as leaving SDR or BDR work during the year.
Entries per exit
A value above 1 means more people entered SDR work than exited it.
WHAT THE DATA SAYS

Every year had more entries than exits. The narrowest ratio was 1.07× in 2023.

KEEP IN MIND

2026 is partial through July and should not be compared directly with complete years.

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SECTION 03 / Promotion patterns

Which environments create an internal path?

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

Internal-promotion route by industry

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.

Climbed
Promoted to AE at the company where they were already working.
50% parity
An even split between Climbed and Jumped.
Shown sample
The share of people represented by that industry within the displayed ranking.
WHAT THE DATA SAYS

Among people observed reaching AE, the internal route is more common at large employers across these industry rankings.

KEEP IN MIND

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.

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FIGURE 08

Internal promotion by company size

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.

Employer-size band
A group of companies with a similar number of employees.
Internal-promotion rate
The percentage of people who climbed, meaning they were promoted to AE at the company where they were already working.
50% line
The point where Climbed and Jumped have equal shares.
WHAT THE DATA SAYS

The internal rate rises from 36.4% at the smallest employers to more than 60% at the largest.

KEEP IN MIND

The 50% line marks path parity. Employee bands use the latest available 2026 company record, not employer size at the time of each move.

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FIGURE 09

Do companies that use Unify promote SDRs faster?

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.

Companies that use Unify
Current and former Unify customer companies matched to the employer immediately before the AE move.
Published baseline
The full US cohort used throughout this report; the customer companies remain a small part of that baseline.
Observational comparison
A description of which companies buy Unify, not proof that Unify caused a promotion outcome.
WHAT THE DATA SAYS

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.

KEEP IN MIND

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.

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FIGURE 10

Who reaches AE over time

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.

Start-year cohort
People whose first SDR or BDR role began in the same calendar year.
Reached AE by
The person had become an AE on or before that month since starting.
Blank cell
Not enough time has passed to measure that point. It does not mean zero.
WHAT THE DATA SAYS

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.

KEEP IN MIND

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.

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FIGURE 11

Who reaches AE within one year?

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.

Within 12 months
The person reached an AE title within one elapsed year of their first SDR start.
Ever observed
The person reached AE at any point in the available observation window, up to 120 months.
Full starting cohort
Every qualifying SDR starter in the cell is in the denominator, not only people who reached AE.
WHAT THE DATA SAYS

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%.

KEEP IN MIND

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.

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FIGURE 12

Months before each promotion

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.

Median
The midpoint: half completed the move in less time, half in more.
Middle 50%
The range from the 25th to the 75th percentile.
Sample size
The n printed beside each row is the number of distinct people observed making that move.
WHAT THE DATA SAYS

SDR moves take 10–11 months. Moves from AE into senior or manager roles take 16–19 months.

KEEP IN MIND

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.

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SECTION 04 / Promotion timing

What changes the clock, and what does not?

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

Time to promotion by US state

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.

Median
The midpoint: half of those who reached AE did it in less time, half in more.
Middle 50%
The line covering the central half of observed timelines.
Current state
The person’s state in the data, which may not be where every earlier role was based.
WHAT THE DATA SAYS

Differences between states are small. Company size and industry mix matter too.

KEEP IN MIND

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.

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FIGURE 14

Time to promotion by industry

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.

Median
The midpoint: half of those who reached AE did it in less time, half in more.
Middle 50%
The central half of timelines, excluding the fastest and slowest quarters.
Overlap
The typical ranges share many of the same month values.
WHAT THE DATA SAYS

The spread inside an industry is often larger than the gap between industries.

KEEP IN MIND

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.

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FIGURE 15

Time to promotion by company size

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.

Median
The midpoint: half of those who reached AE did it in less time, half in more.
Middle 50%
The horizontal line around the median, not the full minimum-to-maximum range.
Climbed
Promoted to AE at the company where they were already working.
WHAT THE DATA SAYS

The median moves from 9 months at the smallest employers to 14 months at the largest.

KEEP IN MIND

This timing view includes only people who reached AE. The line shows the middle 50%; employee bands use the latest available 2026 company record.

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FIGURE 16

Time to promotion by company growth

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.

Growth multiplier
A company-size comparison across two points in time; 1.25× means roughly 25% growth.
Climbed
Promoted to AE at the company where they were already working.
Included rows
Only records with a usable company-growth value.
WHAT THE DATA SAYS

Most measured groups have a 12-month median. Faster-growing companies showed higher internal-promotion rates.

KEEP IN MIND

This timing view includes only people who reached AE and have a usable company-growth value. Growth uses the latest available 2026 company record.

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SECTION 05 / Outcomes & market

What happens after an SDR role?

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

What people do after SDR

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.

Destination family
Similar next-role titles grouped under one readable label.
Lateral
Another Sales or Business Development role, rather than a move into AE or leadership.
Recorded next role
The first later role observed after the person’s SDR or BDR role.
WHAT THE DATA SAYS

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.

KEEP IN MIND

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.

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FIGURE 18

US pay snapshot

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.

Advertised base
The stated fixed salary before commission, bonus, or equity.
OTE
On-target earnings stated in the posting; it can include base pay plus expected variable compensation.
Sample size
The n is the number of postings with a usable salary or OTE value; the total posting count is shown beneath it.
WHAT THE DATA SAYS

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.

KEEP IN MIND

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.

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Methodology

How did Unify measure the path from SDR to AE?

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.

Limits of the study
  • The analysis is observational. It shows patterns, not causes.
  • Career and job records can be incomplete, so “no further role” means no later role was observed.
  • Company employee bands, growth, and industry use the latest available 2026 company record, not a historical snapshot from the time of employment.
  • The Unify customer comparison uses current and former customer status, not contract start dates; many observed promotions happened before the company bought Unify.
  • Employer-ID aliases and subsidiaries can make some within-company moves appear as employer changes.
  • Month 12 is inflated by source records that provide only a year.
  • Recent cohorts have had less time to reach AE.
Read the full methodology and data dictionary

Highlights

What to remember

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

Common questions

Who is included?

People who started their first SDR or BDR role between January 1, 2021, and January 31, 2026.

Does everyone have the same time to reach AE?

No. We observed everyone through July 1, 2026. People who started later had less time, so recent cohorts are still incomplete.

Is 12 months a deadline?

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.

Why count active SDR months?

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.

Why does the annual chart show a different employer share?

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.

Why do timing charts show 12, 11, and 10–11 months?

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.

Is the pay section part of the cohort?

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.

What do climbed and jumped mean?

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.

Why does the timeline start at month 3?

Months 1 and 2 do not have a large enough sample for reliable conclusions, so the visible analysis begins at month 3.

Does this report explain what caused a promotion?

No. The study is observational. It shows patterns in career records, but it cannot prove why a person was promoted or changed employers.

Transparency

Sources, standards, and corrections

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.

Research team

Unify Research Lab

Original analysis of the signals, systems, and career paths shaping modern go-to-market teams. Last updated August 11, 2026.