Category: Knowledge

Back-end Developer salaries & technologies for 2023

Trending Back-end Developer salaries & technologies for 2023

This article is about the latest Back-end Developer salaries & technologies in a typical Back-end Tech department.

About me

<Hey, readers!</>  

I’m Pau Busquets, IT Business Consultant at the best company in the world. 

Recently, I graduated in Marketing and am currently studying for a master’s degree in team leadership.  

Back-end Developer - Pau Busquets

I consider myself an open-minded and caring person. I am a very intense, positive, and direct person. If you don’t know me, you might get tired of so much intensity.

You’ll hardly see me angry!

I’m from Barcelona, from the neighborhood of Gracia, the best of all. If you want to eat some tapas and a beer, this is your place. 

In terms of hobbies I like snowboarding, golf, and beer but most important is Barça.

I have been a member of Barça since I was 7 years old.

When I was a kid, I always went with my father to watch soccer (Messi is my god)

After Barça, comes my family (just kidding). I have wonderful parents and two sisters who must put up with me. 

My specialization

My goal is that you can find your IKIGAI, get you into a TOP project and that we both enjoy the selection process. 

First of all, it is important to understand that we are currently 2 people working at IKIGAI Talent’s Software Department, and it’s Júlia Lluch and me! 🙂

Júlia is more focused on Front-end roles and I’m more focused on the Back-end.

Since we joined IKIGAI Talent we have been helping Start-Ups, Scale-Ups, and Enterprises to grow their teams in the technology field, specifically software. 

In the software team they are different kinds of profiles depending on the experience level in terms of leadership, technicians, or software developers:  

Software Managers

Tech Lead

A Technical Leader or Tech Lead is a software developer who is in charge of an entire development team.

He/she is responsible for ensuring that the products that are produced are of the appropriate technical quality. 

The Tech Lead must create a technical vision with the development team and work with the entire group to achieve the goal.

Throughout the creation phase, the Technical Leader adds the skills of other different roles but is always linked to the code and programming. 

The wage for the Tech Lead position is between 40.000,00 – 80.000,00€ per year.

Team Lead

This role is described by my colleague Júlia, who has more expertise in this kind of position. Click here to read her article about Front-end technologies, salaries & roles.

Software Architect

Principal Engineer 

The Principal Engineer is the highest role that you can apply for before becoming a director in the company.

The principal engineer usually has absolute knowledge of all the source code that is being worked on and also has fairly extensive knowledge of the patterns and standards that the company is following. 

The compensation for the Principal Engineer role is between 50.000,00€ – 100.000,00€, per year.

Other Tech Management roles

Agile Coach 

The Agile Coach is an agile expert with the necessary competencies and skills to help people adopt the agile mindset, enabling them to understand agile principles and values.

In addition, he promotes the self-organization of teams, autonomy and responsibility in the project, as well as guiding companies towards an agile transformation in their organizational structures, processes and tools for managing agile project work. 

Guiding people and teams along the agile path is a complex task where, in addition to technical expertise, the skills and attitudes of a professional coach such as a facilitator, trainer, mentor and coach are necessary.

In short, he/she aims to get people to give the best of themselves. 

The yearly wage for the Agile Coach position is between 50.000,00€ – 80.000,00€.

Software Developer

A Software Developer is one who develops and implements computer systems. They type code, which is converted into a functional website or application.

In other words, they are in charge of designing, producing, and maintaining elements or sets of software that must be integrated to create applications.

And their main function within the company is to comply with the necessary quality models and specifications required for the correct functioning of the purpose for which their software was created.

There are two main types of programming: Front-end and Back-end. I’m going to talk about Front-end and all the programming languages and technologies it encompasses.

Back-end Developer

A Back-end Developer is a professional in charge of the development of a website, app or program; they are in charge of the “back end”, the back; in other words, working with the server.

Their functions are to design, review and repair everything so that it works correctly. 

In the Back-end we find different programming languages: 


PHP is a programming language intended for developing web applications and creating web pages, favoring the connection between servers and the user interface. 

Among the factors that made PHP so popular is the fact that it is open source. 


Python is a programming language widely used in web applications, software development, data science and machine learning (ML).

Developers use Python because it is efficient and easy to learn, plus it can run on many different platforms.

Python software is free to download, integrates well with all types of systems, and increases the speed of development. 


Java is a general-purpose, concurrent, object-oriented programming language that was specifically designed to have as few implementation dependencies as possible.

It is intended to allow application developers to write the program once and run it on any device. 


The software .NET is a platform for application development created by Microsoft. NET is not limited to a single language, but the developer can choose from several languages such as C# or Visual Basic, or even Javascript. 


Node.js is one of the most widely used technologies in the industry.

This platform takes advantage of all your knowledge of JavaScript and allows you to program the back-end of applications using the same language.

In addition to this advantage, it is one of the most used technologies by applications such as Netflix, Facebook or Wikipedia. 

Ruby on Rails

Ruby on Rails is an open-source web development environment that is optimized for programmer satisfaction and sustainable productivity.

It allows you to write good code by avoiding repetition and favoring convention over configuration. 


Golang is an open-source programming language created by Google. Its main focus is on productivity, which is essential for anyone working with cross-platform systems. 

The compensation for the Back-end Developer role is between 35.000,00€ 75.000,00€ per year.

And that’s all for this article!

Thanks for reading & learning about Back-end Developer salaries & technologies for 2023!

If you want to discover the roles & salaries for Executive, IT Sales & Digital departments, you can download our Salary Guide for 2023!

Front-end Developer salaries & technologies for 2023

Learn about the technologies that a Front-end Developer will use in 2023

This article is about the most trending technologies a Front-end Developer uses, and the roles & salaries for a typical Front-end Tech department.

About me

<Hello, software world!</>

I’m Júlia Lluch and I warmly welcome you to my section of the blog!

Let me introduce myself!

Front-end Developer - Júlia Lluch

I grew up in a town near Barcelona (Palau-solità & Plegamans), and I love being surrounded by my mother, my friends, and my couple.

They all push me to overcome my fears and goals, and they have been able to see how I have grown and evolved in recent years.

After finishing my law degree, I went to Dublin, to meet people, discover different ways of living, and above all get to know myself.

There, I understood that my IKIGAI has always been helping people, to understand what each person needs, and therefore, to be able to do my bit to make their lives better.

And this is what a selection process is all about. 

During them, I always try to make people feel accompanied and have me as a point of reference to solve any questions.

I help the interviews go as smoothly as possible and that the new job ends up making them happier.

That’s how I became an IT Research Consultant!

Travelling is one of my passions, I don’t see a better plan than going out to discover the world!

Another of my great passions is sports, whether it’s running, cross-fit, yoga, or climbing… The important thing is to keep moving!

My Expertise

First of all, it is important to understand that we are currently 2 people working at IKIGAI Talent’s Software Department, and it’s Pau Busquets and me! 🙂

Pau is more focused on Back-end Developer roles and I’m more focused on Front-end Developers. So I will be talking about some roles in this article, that are currently managed by Pau.

Since I joined IKIGAI Talent I have been helping Start-Ups, Scale-Ups, and Enterprises to grow their team in the technology field, specifically software. 

In the software team there are different kinds of profiles, depending on the experience level in terms of leadership and technician or software developers.

Let’s see my specializations!

Software Managers

Tech Lead 

This role is described by my colleague Pau, who has more expertise in this kind of position. Click here to read his article about Back-end technologies, salaries & roles.

Team Lead

A Team Leader is someone who provides instructions, direction, and guidance to a group of individuals, which may be known as a team for the purpose of achieving a certain objective.

The main responsibility of a Team Leader is to guide his or her team to achieve its full potential.

The team leader has more responsibility than anyone else because if he or she does not carry out his or her responsibilities, the entire team will suffer.

A successful Team Leader must understand the strengths and weaknesses of each team member so that tasks can be assigned accordingly.

The salary range for these positions is between 40.000,00€ – 80.000,00€ per year.

Software Architect

Staff Engineer

The Staff Engineer is who occupies a leadership role, being responsible for the management and providing technical assistance to other engineers.

They may coordinate several projects at the same time, under their area of expertise.

Other Tech Management roles

Scrum Master

The Scrum Master is the figure who leads the teams in agile project management.

His mission is to ensure that the teams achieve their objectives until they reach the “final sprint” phase, eliminating any difficulties they may encounter along the way.

In other words, the Scrum Master is responsible for ensuring that the practices and values described in the Scrum model are followed.

The role of the Scrum Master can be compared to that of a coach/mentor who will accompany the team toward the success of the project.

The annual wage for the Scrum Master role is between 40.000,00€ – 70.000,00€.

Software Developer 

A Software Developer is one who develops and implements computer systems. They type code, which is converted into a functional website or application.

In other words, they are in charge of designing, producing, and maintaining elements or sets of software that must be integrated to create applications.

And their main function within the company is to comply with the necessary quality models and specifications required for the correct functioning of the purpose for which their software was created.

There are two main types of programming: Front-end and Back-end.

I’m going to talk about Front-end and all the programming languages and technologies it encompasses.

If you want more details about the Back-end, you can find them in the blog of my Software colleague, Pau Busquets.

Front-end Developer

The Front-end Developer is a fundamental piece in a digital project, he is in charge of programming the browser of a website so that it is attractive to the user, and that it works as it should.

So, the Front-end Developer has in his hands the visual part of the web, making the design intuitive and attractive.

It is everything that makes it possible for a user to view or interact with a website.

The wage for this position is between 35.000,00€ and 60.000,00€ per year.

Front-end Developer technologies

As a Front-end Developer you should be proficient in the following programming languages:

Front-end coding languages


HTML is used to give structure and meaning to the content of the website.

Meaning, defining paragraphs and data tables or inserting images.


CSS is used to set the style rules for the HTML content.

For instance, establishing background colors or fonts.


This language is a complement to both HTML and CSS that provides greater interactivity and dynamism to web pages.

It allows you to create dynamically updated content, animate images, etc.

When we talk about JavaScript, we also usually hear about Vanilla JS, which is pure JavaScript.

Specifically, it is an initiative, in the form of a framework, which expresses the advantages of not using frameworks or libraries, enhancing our applications.

And TypeScript, which is the superset of Javascript, offers improvements according to tastes or needs.

In other words, we could say that it is a more powerful way of developing the Front-end, at a higher level.

It is backed by large companies and projects, being the latest generation of JavaScript.

With the ease of being able to be used in any area where JavaScript can be used.

JavaScript live coding

Now, within JavaScript, we find several frameworks and libraries, which facilitate the development of websites and applications with various features and functionality.

All these frameworks make working with JavaScript easier and more fluid.

Among the libraries, we can find jQuery, React, D3, Underscore, Lodash, Cleave, and Polymer, among many others.

Additionally, between the frameworks, we can see, Angular, Bootstrap, Aurelia, Vue, Ember, Backbone, Ionic, Gatsby, Express, Node, Next…

Among my specializations, I’m going to talk about the React library, and the Next, Angular, and Vue frameworks.


It is an open-source JavaScript library developed by Facebook.

The free software community is focused on visualization as it is used to create interactive user interfaces in a simple way.

Both for all types of web or mobile applications, as well as to create SPA (Single Page Application).

It is based on the component paradigm and needs to be accompanied by other libraries for the web application to be complete.


As an open-source framework it is part of the React Front-end framework.

Allows the creation of static sites and the rendering of the backend (server side).


It is the framework developed by Google, which is open-source and written in TypeScript.

It facilitates the creation and programming of web, desktop, and mobile SPA (Single Page Application) applications.

Its main function is to build complex web applications.

It also makes it possible to improve development time by avoiding code repetition.


It is a progressive framework with which the component architecture is implemented.

In other words, it divides applications into blocks, with independent functionalities, which are the components, that are reusable.

This allows them to develop modularised projects that are easy to scale.

Fullstack Developer

After this brief description of the Front-end and Back-end technologies (developed by my colleague Pau), I’m going to talk about Full-stack developers.

Full-stack Developers are those who work on both the Front and the Back, and both a website, and software applications.

This allows companies to have a complete vision of a project or business.

They are very versatile, and above all, they focus on developing the necessary structure and architecture.

They usually specialize in JavaScript (Angular, React, and Vue), Python, and PHP.

The yearly compensation for the Full-stack Developer role is between 35.000,00€ – 65.000,00€.

And that’s all for this article!

Thanks for reading & learning about Front-end Developer technologies, salaries and roles for 2023!

If you want to discover the roles & salaries for Executive, IT Sales & Digital departments, you can download our Salary Guide for 2023!

Executive Marketing & IT Sales Knowledge for 2023

Executive Marketing & IT Sales salaries and roles for 2023

This article is related to the forecast of strategic positions in the area of Digital Marketing & IT Sales salaries, taking into account the insights of 2022.

About Myself

I´m Alexander Van Vianen, Managing Partner at IKIGAI TalentGroup.

I define myself as a hard-working, constant, disciplined, entrepreneurial and people-oriented person.

I am an active listener, who likes to get to know people, understand their motivations, their hobbies and, above all, try to help them to be better people.

Moreover, I have dedicated myself to connecting ideas, people, companies, philosophies, values and strategies.

And that is why IKIGAI Talent was born, to understand life as a connection between values, principles, and the way of seeing life between people who carry out a common idea.

IT Sales salaries

My Expertise

For more than 7 years of my professional career, I have specialized in the search and selection of middle and senior management for technology companies in different phases.

My specialization is CCO, VP Sales, Sales Director, Sales Manager, VP Marketing and Marketing Director for Start-up, Scale-up and Enterprise companies.

Extremely people-focused, establishing long-term relationships based on trust and transparency.

During all these years of professional career, we have seen projects from early stages to unicorns, international companies landing in Barcelona to establish their technology headquarters, or multinationals betting on digital transformation.

Executive IT Sales salaries & Roles

Before starting to talk about the different roles and salaries, I would like to highlight that salaries can vary depending on the sector and the market.

Commercial positions vary greatly depending on the target, product, expansion strategy and margins.”

– Unknown

Salaries in sales profiles correspond to the annual base brute salary and do not include bonuses.

These bonuses can increase salaries between 25% to 50% for On-Target Earnings (OTE).

None of the salaries mentioned below contain bonuses, ESOPS or Stocks.

Now, let’s begin with the IT Sales salaries!

Chief Commercial Officer

A Commercial Director is an essential cog in the wheel of a company.

Known in English under the acronym CCO, for Chief Commercial Officer, this figure is responsible, broadly speaking, for directing the company’s commercial activities.

There are different types of professionals that lead to this position, profiles oriented to new markets with an international focus and hyper-growth mindset or profiles with experience in the management of existing accounts to increase renewal, retention, cross-selling and upselling with a focus on customer satisfaction.

Therefore, it is very important to know what type of business model you have to identify which of these profiles you will need in your organization.

The salary range for this kind of position is between 50.000,00€ – 130.000,00€ per year.

VP of Sales

The figure of VP of Sales is born when the commercial strategy has taken shape.

We will find these positions in companies that are in a Scale-Up phase or that are already in an Enterprise phase.

Some of the duties are:

  • Design and carry out commercial and sales strategies to obtain better sales results.
  • Maintain active communication with other department managers, such as the marketing manager or product manager. Communication is vital for all departments to understand that they must move at equal speeds to go further.

The commercial area requires exceptional human resources. It is the Sales Manager’s task to select this personnel and integrate them into the department’s team.

He or she must lead, motivate and ensure an excellent work environment.

Among these human resources are the sales representatives, who represent the company to customers. Additionally, a good image of the organization depends a lot on the sales department. Plus, leadership is very important.

The wage for this position is between 65.000,00€ – 110.000,00€ per year.

Sales Director

The Sales Director main functions are to identify new areas of growth for the company in different channel.

Moreover, will define the objectives, commercial budgets, and needs of the company together with the Commercial Management, with the objective of gaining a greater market share and establishing itself as a leader.

In addition, this profile is in charge of negotiating commercial agreements and setting the KPIs by campaigns, preparing detailed analyses, and ensuring compliance with the goals set.

The salary for this position is between 55.000,00€ – 85.000.00€ per year.

Head of Customer Success

A Head of Customer Success leads the CSMs team to work with customers ensuring they are receiving the tools and support they need to achieve their goals.

This includes advising them on purchasing decisions and onboarding new users after purchase.

CSMs have a deep understanding of customer needs and are responsible for communicating common customer behaviors to sales, marketing, and product teams.

From pre-sales to post-purchase, CSMs complete a variety of tasks and create mutually beneficial relationships with their customers.

The salary range for this position is between 35.000,00€ – 55.000,00€ per year.

Executive Marketing salaries & roles

CMO (Chief Marketing Officer)

CMO stands for Chief Marketing Officer.

It is the C-suite executive responsible for growing the business through the design and implementation of a marketing plan.

The CMO will work closely with other departments, such as sales, customer service, product, IT, or communication, to ensure that the marketing strategy is aligned with the business objectives, for instance, ensuring growth.

Some companies call this position by other names, such as Marketing Director, but the CMO has a broader role because he or she collaborates with other executives in the C-suite.

The compensation for this role is between 70.000,00€ – 140.000,00€ per year.

VP of Marketing

The VP of Marketing takes place at an advanced stage of the organization when there is a larger departmental structure.

Some of the functions are:

  • Develop and implement an articulated marketing plan to increase brand recognition.
  • Establish current and long-term objectives for internal teams.
  • Design and review the marketing department budget.
  • Build relationships with media and stakeholders through public relations strategies
  • Analyze metrics and KPIs.

In many organizations, this role requires to be hands-on experience in a specific area within Marketing, e.g. Demand generation.

Direct report to the CMO.

The yearly compensation for the VP Marketing role is between 80.000,00€ – 115.000.00€.

CGO (Chief Growth Officer)

The Chief Growth Officer is responsible for ensuring that all marketing functions are reviewed and optimized under value propositions.

From there, the results are passed on to the sales department with the goal of improving conversions.

The CGO is responsible for ensuring that all these value propositions are maintained during the sales process and that all user interactions are measured.

Also, for prioritizing all product development activities, ensuring that the customer receives the expectations they have from the business.

In this way, the customer experience reveals the degree of satisfaction at each stage of the funnel.

The annual compensation for this kind of role is between 70.000,00€ – 130.000,00€.

I hope you find this information interesting and useful.

Thanks for reading & learning about the Executive Marketing & IT Sales salaries & roles for 2023.

If you want to discover the roles & salaries for the Executive, Technology & Digital departments, you can download our Salary Guide for 2023.

IT Sales & Marketing Insights for 2023

Learn more about IT Sales & Marketing salaries for 2023

This article is a forecast about IT Sales & Marketing salaries & roles for the upcoming 2023, regarding the previous market situation of 2022

Who am I?

Hello, reader!

Marketing Salaries - Roger Howroyd

Welcome to my section of the blog, it is a pleasure to have you here!

I’m Roger Howroyd, and I currently live in Barcelona, but before that, I was living in Sant Vicenç de Torelló, Vic, in the center of Catalonia.

I’m an animal lover – I live with 2 cats – and I love playing the guitar, listening to music, and playing computer games in my spare time and on weekends.

Traveling & discovering new villages and forests to walk by are always great plans – I quite enjoy being in contact with nature!

An interesting thing about myself that I’m half British and half Spanish – my father is from the United Kingdom and my mother is from Spain – quite a mix!

Nevertheless, let’s go straight to the point:

My Expertise

In this article, I want to help you understand what is my purpose at IKIGAI Talent Group, the roles that I manage, and a short description of all IT Sales & Marketing salaries for each role, so you can have precise knowledge about the near salary situation in the Tech Industry, for 2023.

Here is a Sales quote to help you get inspired in case you’re having a tough day:

“Always do your best. What you plant now, you will harvest later.”

Og Mandino

Marketing Salaries - Sales team
Sales team defining next Quarter’s KPIs

To begin with, I’m glad announce that right now I’m the SEO & SEM Manager of IKIGAI’s website.

So I’m really glad if you enjoy the content and design you will find in it!

Secondly, with my track record at IKIGAI, my main expertise has been in IT Sales & Marketing positions.

So far I have been able to help 15 people find their IKIGAI with a company they love, so that’s very rewarding.

I love helping professionals to find their IKIGAI, a role and a company they are comfortable doing and enjoying, and also that feels like a challenge to them.

So far I have helped 4 Sales Development Representatives, 4 Account Executives, 2 Client Success Managers, 4 Cybersecurity Analysts, and 1 Product Designer find their ideal job.

To begin with the article, I want to talk first about IT Sales roles and afterward, I will talk about Digital Marketing roles.

IT Sales salaries & roles for 2023

In B2B IT Sales departments, in terms of what we have been able to learn about the market, are usually divided into two big sections, which are New Business and Existing Business.

Depending on the strategy of the company, they will invest more resources in one or the other.

New Business

New Business is usually focused on International and Growth expansion strategies.

If a company has a New Business department, quite often is because they want to expand to new markets, such as geographical markets, new areas, or even new continents.

With this methodology, the idea is to hire 1 or 2 Account Executive for every geographical market you’re targeting from scratch, and then reinforce it with 3 SDRs for each Account Executive, which will source qualified leads for the AE.

This is the organizational chart you can find inside an IT Sales – New Business Department:

Senior Account Execuitve

A Senior Account Executive is usually the most experienced salesman with a “hands-on” position (meaning that it is not a management or C-level role) within the department.

Is responsible for growing the company revenue by convincing new customers to try the products or services of the company through Demos and Meetings.

Usually, +5 years of experience and a successful track record in sales are a must.

This professional is specialized in closing the most important deals of the company, with leads provided by an SDR or a BDR.

This role exists in Scale-up and Enterprises but is less common in Startups.

The salary range of the position is between 55.000,00€ – 90.000,00€ depending on if it is a Start-Up, Scale-Up, or Enterprise and the level of seniority.

Account Executive

An Account Executive is the first contact or relationship between the company and a new customer.

This professional is responsible for introducing a product/service to a new client, closing contracts, attending to the client’s needs, developing long-lasting relationships, and coordinating events so clients are always well provided and happy.

Moreover, this role usually involves traveling and meeting the client face to face to do a sales pitch or a product demonstration.

This role requires a minimum of +3 years of experience in a successful track record in sales. In the same situation as the Senior Account Executive, the SDR and the BDR will provide qualified leads so the Account Executive can schedule meetings with potential customers.

The wage for this position is between 30.000,00€ – 85.000,00€ per year.

Sales Manager / Head of SDR

The Sales Manager or Head of SDR role is more related to management.

It is the step forward from the Inside Sales role, meaning that Inside Sales-man that has been promoted, has chosen the management path instead of the hands-on one.

This role has quite different responsibilities in comparison with the Account Executive or the SDR.

Some of them are; hiring new team members, training them, providing professional development, and setting weekly, monthly and quarterly goals, based on the team’s performance.

The requirements for this role are +3 years of experience as an Inside Sales or as an SDR with a successful track record in sales or in team management sales.

The compensation for this position is between 40.000,00€ – 65.000,00€ per year.

Inside Sales Representative

An Inside Sales Representative is the role between the Sales Development Representative and the Account Executive.

More specifically, the ISR is in charge of doing prospection, finding potential leads, qualifying them in the Customer Relationships Management (CRM) software, and then closing a deal with product demonstrations.

The main difference between the Inside Sales Representative and the Sales Development Representative is that the first one is doing the entire sales cycle (prospection and closing sales deals).

Meanwhile the Sales Development Representative only does prospection and then hands off the leads to the Account Executive so he can organize a meeting and close deals.

Typically, you need at least +2 years of experience in a Sales Department to promote from SDR to ISR.

The Inside Sales role is much less common in Startups, that prefer to hire SDRs and AEs directly, or promote SDRs to AEs and save time sourcing and training new AE.

The yearly compensation for this position is between 35.000,00€ – 50.000,00€.

Sales Development Representative / Business Development Representatives

The Sales Development Representative role is the first step in a professional Sales Career. It has the most basic responsibilities and is the easiest to execute.

With the help of a senior Account Executive giving support, the SDR will search for potential leads using different tools like Sales Navigator or Lusha.

SDR usually use an Outbound methodology, which means cold-calling, sending e-mails, LinkedIn In-Mails, and messages.

The goal is closing meetings with potential clients in strategic companies and industries that are the typical buyers of the product that the company is selling.

In other words, the SDR will provide qualified leads to the Pipeline, so the AE can book product demonstrations with these leads, show them how the product works & benefits them, and make a sales pitch to eventually close a deal.

This kind of role is common in Scale-Ups and Enterprises, however, it is difficult to find it in Start-Ups.

The annual wage for the position is between 24.000,00€ – 40.000,00€, depending if it’s a Start-Up, Scale-Up or Enterprise.

Existing Business

Existing Business is often the most common Sales Department in B2B companies, consisting of managing the existing accounts/customers that the company has, and up-selling & cross-selling the products or services that the customers are currently purchasing or using.

The goal is to grow the revenue that the company is already invoicing from existing customers.

In this section of the article, I’m going to divide the Existing Business roles in IT Sales (referring to existing accounts of the company) and Customer Support (those professionals in charge of customer happiness and product usability).

Marketing Salaries - Sales Pipeline vs Sales Funnel
Sales pipeline vs Funnel

IT Sales (Existing Accounts)

Strategic Account Manager

The main purpose of the Strategic Account Manager is to contact key targets in strategic departments of exisiting customers and perform like an Account Execuitve to develop new business with existing clients, often in new geographical markets.

It is a completely different role from the Account Manager because the SAM will not focus on customer satisfaction or renewals (it is not his main goal).

The only goal they have is to achieve a Sales-quota and therefore, they need experience as “Quota Carriers” being the ones that oversee the performance of the overall existing business department.

The Strategic Account Manager will create new relationships with existing accounts, in different departments, will target only Tier S companies, and will perform as an Account Executive, opening new geographical markets with the same client, using up-selling methodologies.

The yearly wage for this position is between 45.000,00€ – 75.000,00€.

Key Account Manager

The Key Account Manager is in charge of the biggest and most important accounts of the company.

Usually, these accounts bring the largest percentage of revenue to the company, so it is a must to keep these customers happy and well aware-of all the perks and benefits your product or service has to offer.

The Key Account Manager will have periodic meetings with the customer, ensuring satisfaction, and will work very closely with the Customer Support / Client Success team, to solve any doubt or issue that may happen.

The yearly compensation for the Key Account Manager role is between 35.000,00€ – 65.000,00€.

Account Manager

After a deal has been closed by the Account Executive, the Account Manager will be responsible to ensure the customer’s happiness and knowledge about the product.

The Account Manager will send e-mails with news, updates, and onboardings, and make sure they understand the product and get the most out of it.

Additionally, an Account Manager will try to offer extra services of the product, that will fill similar needs.

So in that line, the AM will try to cross-sell and up-sell the product to the client, and increase the revenue obtained with the specific account.

An extra key function of the AM will be to look after the churn rate of the clients and understand why some of them are stopping buying the product.

The compensation for this position is between 35.000,00€ – 60.000,00€ per year.

Customer Support

Client Success Manager / Relationship Manager

A Client Success Manager is a professional responsible for making sure that the global client that is purchasing a specific product or service is getting the expected value from the purchase.

So, what’s the main difference between Customer Success and Client Success Manager?

The main difference is that the CSM will take care of the global success of the customer company, not only the individual or the department that is purchasing the product, which is the Customer Success responsibility.

Additionally, the Client Success Manager will lead a team of Customer Success professionals, which are individually checking on the customer satisfaction of every client they have.

A Client Success Manager will hire, train, manage, and set Quarter goals and KPIs for each worker.

Moreover, will make sure the established sales quota is achieved within the deadlines established by the C-Level of the company (usually de VP of Sales or Sales Director).

The annual salary for this position is between 30.000,00€ – 45.000,00€

Customer Success

A Customer Success is a person responsible for ensuring that an individual customer is satisfied with the product he/she has purchased or contracted, knows how to use the tool and get the most out of it, solves all doubts, problems, or questions that may arise as the customer uses the tool, product or service.

This person will follow up with the customer and calculate ratios such as loyalty rate, abandonment rate and note the reasons why the customer does not want to renew their purchases or subscriptions.

The main goal of the role is assuring the client’s happiness with the product and therefore assure the renewal of the product or service purchase, and keep growing the company’s revenue for the assigned accounts.

This role usually requires skills such as loyalty, empathy, leadership, problem-solving skills, industry knowledge, and good communication.

The main difference with the Account Manager is that the Customer Success will make sure the client is using the product correctly and gets the most out of it.

Meanwhile, the Account Manager is more focused on making sure the revenue for this account is the same or is growing due to a cross-sell or an up-sell.

The annual salary for this position is between 25.000,00€ – 40.000,00€.

Marketing salaries & roles for 2023

Inbound vs. Outbound
Inbound Sales vs. Outbound Sales

SEO & SEM Manager

The SEO & SEM Manager or Search Engine Marketing Specialist is responsible for designing and implementing the company’s overall SEO & SEM Strategy.

Some of the duties they oversee are; defining SEO & SEM KPIs, web marketing, web analytics, content strategy planning, link-building, keyword strategy, Ads Strategy, and establishing a quarterly or yearly budget for all those actions.

Moreover, companies usually ask for +5 years of experience when hiring this level of profiles, experience in planning & implementing successful SEO & SEM strategies, experience in web analytics, business development, A/B testing, knowledge of HTML, CSS & JavaScript, and problem-solving & soft skills, among others.

Additionally, the SEO & SEM Manager will lead the team in both SEO and SEM departments, establishing the Quarter goals, overseeing the deadlines, and ensuring the success of SEO & SEM global strategies.

The salary range for this role is between 30.000,00€ – 55.000,00€.

SEO Specialist

A Search Engine Optimization (SEO) Specialist is the professional responsible for optimizing every landing page and the copywriting of every page inside a website, in the Search Engine Results Page (SERP) of any search engine (Google, Yahoo, Bing, among others).

It is also responsible for defining and managing the different SEO campaigns of the overall marketing strategy.

An SEO specialist will create advanced SEO Strategies and establish SEO KPIs (such as CTR, Visitors, Users, Sessions, Bounce Rate, & more).

Will do Keyword Research and will index all the pages with Google Search Console, detect errors, create a blog & link-building strategy, and have knowledge of different Front-end programming codes like HTML, CSS, or JavaScript.

The SEO Specialist will be responsible for the traffic that the website is receiving, and will study why and where users are leaving the website.

Furthermore, this person will oversee user behavior and journey and will improve the design and optimization of those pages that are less performing.

The salary range for this position is between 20.000,00€ to 40.000,00€.

SEM Specialist

The Search Engine Marketing (SEM) Specialist is responsible for creating an Ads strategy for every landing page of the company that needs to be advertised.

This Ads will be Keyword focused and will try to find the strategy that brings more impressions and therefore more clicks to the product that is advertised.

To create a successful SEM campaign, doing proper Keyword Research and understanding keyword demand, difficulty, and CPC (Cost per Click) is a must.

The SEM Specialist will make sure that all the Ads are enhancing the ROI of every product or service in terms of sales, and increase the overall revenue of the company.

Some tools used in an SEM campaign are Google Adwords, Yahoo Search Marketing & MSN AdCenter, and more.

The salary range for the senior position is between 20.000,00€ – 50.000,00€.

Demand Generation Specialist

The Demand Generation Specialist role’s main purpose is to define, execute & measure a marketing campaign that is focused on lead generation to qualify & lead them to the sales pipeline.

This role is most common in companies that execute Inbound Marketing Campaigns.

This role is key for both the Marketing and Sales departments.

The main goal is to increase the ROI of Marketing campaigns and provide qualified leads to the SDR and AE of the Sales Departments, especially in New Business.

The Demand Generation Specialist will monitor, analyze test and continuously improve the landing pages and the campaign lifecycle to optimize lead generation.

Some channels they get leads from are e-mail marketing, social media, Google Ads & SEO.

The salary range for this position is between 35.000,00€ – 50.000,00€.

Content Marketing Manager

The main goal of a Content Marketing Manager is to define, implement & manage the results of the overall content marketing strategy of the company.

It involves content planning and daily content creation – such as social media posts, blog posts, and e-mail marketing templates – as well as measuring the results of each action launched.

The day-to-day responsibilities of a Content Marketing Manager are; competitor research & analysis, preparing Content Marketing Plans, creating an Editorial Calendar, Content Creation, SEO, publishing & creating content, and monitoring content performance.

In this kind of role, it is very important to understand the navigational intent – what is the lead or the user looking for?

The goal of a Content Marketing Manager is to create useful content, solve the needs & search intent of the user, and is aligned with the SEO Strategy of the company.

The salary range for this position is between 35.000,00€ – 55.000,00€.

Community Manager

A Community Manager is the professional responsible for building & maintaining the community of a brand.

How to achieve it? The actions can be online and offline, and always trying to improve the public’s perception & image of the brand.

The Community Manager is responsible for managing the success and the public’s view on how the brand interacts with the rest of the people.

So, CM will create content for Social Media, will respond to messages, engage with fans & followers, and will manage image crises when there is one.

As a Community Manager, you have to be in control of the situation at all times, be a calm person, and manage all Social Media situations, either positive or negative, because you can lose authority and recognition within your industry.

This person is in charge of Social Media Managers and Specialists, that will post periodically to keep the brand image fresh and up-to-date.

The salary range for this position is between 20.000,00€ – 40.000,00€.

Social Media Manager

A Social Media Manager is in charge of overseeing the overall Social Media Strategy of a company or a brand.

The main goal of the Social Media Manager is to gain followers in each Social Media platform, through content creation – with the help of a Content Calendar – reviewing analytics results and communicating them to the Stakeholders.

The Social Media Manager needs to be good with the following skills: writing, editing, understanding each social media platform (why are you using Twitter and what’s the user intention on that platform?)

Being a good designer, analyzing your results (new followers, engagement rate, among others), learn new trends and update your content so it doesn’t seem old, is also important to be good in this area.

The wage for this position is between 20.000,00€ – 40.000,00€.

Social Media Specialist

The Social Media Specialist is the most junior role in the Social Media team of a Marketing department.

This professional is responsible for creating the content design & copywriting of social media posts for every platform (Facebook, Twitter, Instagram, and LinkedIn, among others).

The Social Media Specialist will make sure every post is posted on the scheduled time and will analyze the success of each post to make sure brand awareness and image are being enhanced properly.

The main goal of this role is to boost the sales of the company through brand awareness and periodic posting.

A Social Media Specialist will commonly practice A/B Testing and other methodologies with different types of content and post, to see which ones are getting more engagement from the brand community.

The compensation for this position is between 19.000,00€ – 35.000,00€.

And that’s all for this article!

Thanks for reading & learning about the IT Sales & Marketing salaries & roles for 2023!

If you want to discover the roles & salaries for Executive, Technology & Digital departments, you can download our Salary Guide for 2023!

Do you have the skills to work remotely?

After the forced transition to telecommuting that 2020 has left us with, many organizations have seen in this work modality an opportunity to build more qualified teams thanks to the opening to the digital talent market in which there are no borders to find the right candidate. However, not everyone is ready to work remotely. If you are looking for a job in a company with distributed teams, read on, here are the soft skills you need to enhance to adapt to the remote work environment.

1. Proactivity and empathy When the office is no longer a common physical space, we don’t see our colleagues. We suffer from virtual blindness. We lack very valuable sensory information to establish the emotional thermometer of the team and, usually, what we have, is in the form of slack status (🗓 ️ in a meeting, 🤒 absent due to illness, 🏡 working from home… ). Faced with this lack of information, we have to learn to communicate proactively with our peers and managers and ask for help if we need it. Remember, if you don’t tell, no one knows. And, as a team, we need to actively create shared moments with our peers to build trust, share common achievements and enhance group unity.

2. Autonomy and decision making You know how to work independently, you need little or no supervision to move forward with your objectives, you are decisive and you are not afraid to make decisions. If you work like this, you’re halfway to joining a distributed team. When you are part of a remote team, your colleagues will be spread across different countries and time zones, making it difficult to reach them at a moment’s notice. Don’t let the lack of speedy response become a bottleneck. Go ahead as far as you can and notify your colleagues so that the next morning you have the information you were missing, and complete your tasks.

3. Teamwork Remote work is synonymous with collaborative work. It is essential that you know what you bring to the team in order to work smoothly with others. You are all responsible for the success or failure of an initiative. You are all working towards a common goal. That is why it is important that there is transparency in deadlines, processes, dependencies and information associated with the projects of the same team. You are all responsible for the success or failure of an initiative and, on many occasions, your role within the team will be to help your colleagues or facilitate their work to achieve success. Are you able to give up competitiveness and personal recognition at work?

4. Communication Communication is vital when working with a remote team. Communicating clearly and concisely is key to avoid misunderstandings, duplicate efforts and keep the team motivated. Most of the interactions with your team will take place in a company chat (such as slack), video conference (such as zoom), or task and project management tool (such as asana). And, most of them will be written – since you won’t be able to coincide with your coworkers due to the time difference. So you need to be able to communicate clearly what you need and choose the right communication channel for each interaction.

5. Productivity Time Management Are you able to organize your day and your week? do you know how to plan to meet deadlines without being reminded? do you delegate or set limits when you can’t take on any more workload? If you know how to differentiate which tasks are important, which ones can wait, and which ones help the company achieve its goals, you already have the answer. You are able to manage your agenda and set your priorities based on the value they add to the big picture of the business project. You can rearrange your calendar and adapt to day-to-day changes without detriment to your performance. This skill is crucial to take charge of your day in a team where your value is measured in the results you deliver and not in the hours you dedicate to the organization.

Learn the skills you need to transform your company and work and lead remote teams with Coffee&Laptop. Write me at

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Upskilling and Reskilling: The two techniques leading the change in employee selection and development processes

It is a reality that the current situation has generated a state of constant uncertainty where the global economy and the labor market is out of our control. The best thing any of us can do is to start anticipating what is to come and strategically plan our next move. Therefore, it is critical to take this moment to familiarize yourself with the importance of upskilling and reskilling for you and your employees.

Reskilling is defined as developing additional skills to help us move into a new role, while upskilling is defined as training that allows someone to improve in a job they already do. It is important to understand where the need for improvement comes from, the importance of this and how we will do it. As a result, employees will have a greater wealth of knowledge and become accustomed to reacting faster to what their industry and the market demands, allowing them to leverage their skills to help the organization get through critical times.

Learn the importance of retraining your employees and how to approach these techniques within the company. It is a reality that the current situation has generated a state of constant uncertainty where the global economy and the labor market is out of our control. The best thing any of us can do is to start anticipating what is to come and strategically plan our next move. Therefore, it is critical to take this moment to familiarize yourself with the importance of upskilling and reskilling for you and your employees.

Reskilling is defined as developing additional skills to help us move into a new role, while upskilling is defined as training that allows someone to improve in a job they already do. It is important to understand where the need for improvement comes from, the importance of this and how we will do it. As a result, employees will have a greater wealth of knowledge and become accustomed to reacting faster to what their industry and the market demands, allowing them to leverage their skills to help the organization get through critical times.

We must have a continuous learning attitude to react faster to changes in your market or sector.

How do you address the upskilling and reskilling of your employees? Most industries have taken drastic hits from this global pandemic which has resulted in Coronavirus layoffs, hiring freezes and furloughs. Some of the major industries affected include, but are not limited to, transportation, hospitality, restaurants, oil and gas, etc.

The New York Times predicts that unemployment in the United States stands at approximately 13%, which means it is higher now than it has been since the Great Depression. There are more than a million sick people worldwide, and approximately 6.6 million Americans filed for unemployment in March, marking the worst week of unemployment since 1982.

Right now, we are walking personally and professionally on unfamiliar ground. Our new normal seems to change every day, and all the new information we receive can sometimes make it more overwhelming to try to create practical plans. The best thing we can do during this crisis is to try to optimize our workforce as best we can and set ourselves up for success when everything picks up.

The importance of upgrading and retraining your employees. If you’ve ever been anxious to take action on what you’ve always wanted, now is the time. One of the most diligent ways to gain seniority or job security in a company is to actively seek out new skills and opportunities to add value to the business.

If you recently had to put a hiring freeze in place to avoid layoffs, how can you continue to pursue success? One way is to retrain your employees so that their teams can maximize their potential in their current position or take on new tasks where the company needs support.

The skill sets needed for the job competencies for which they have not yet been hired probably already live in your organization, or simply need some professional development to get there. Ideally, employees are required to be able to take on other responsibilities if necessary.

For example, if you’re putting a hiring freeze in place but still need business development reps, why not assign a person from the HR department to develop business functions for the time being? It requires a bit of reskilling and upskilling, but you’ll be able to assign talent to fit the needs of the business.

Companies survive times like these only with a workforce that is flexible, agile and ready to learn.

The latest LinkedIn study reports that this year, 51% of global companies plan to implement an upskilling program within their organizations; 47% will do the same with a reskilling program. The Boston Consulting Group reports that 86% of the workforce in Latin America is interested in reskilling for a new job. Undoubtedly, this opens the door to great changes within Human Resources departments.

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The main barrier to finding your Ikigai: Stress

Let me tell you that it is a normal reaction to the context of uncertainty and immediacy in which we find ourselves. The fear of the future and the “what will happen”, generates a strong internal tension, difficult to sustain over time, which brings us discomfort and can lead to physical and emotional health problems.

It is a fact that nowadays, both the job search and focusing on your work project without stress or anxiety taking hold of you, becomes a real challenge.

Anxiety appears when being “here”, you want to be “there” and you have been holding this stress for a long time. Eckhart Tolle explains it very well in his book The Power of Now:

“When you make friends with the present moment, you feel at home wherever you are. If you don’t feel comfortable in the now, you’ll feel uncomfortable wherever you go.”

Fortunately, emotional well-being is becoming increasingly important in the professional context and companies such as Google, HBO, Apple or Nike are betting on the practice of meditation in the professional context.

Meditation is an ancient tool originating in the East, which allows us to disconnect from the world to connect with ourselves. Something deeply necessary in the new era of digitalization in which we live, where we have to process millions of inputs per second and it becomes essential to slow down and humanize ourselves, so as not to saturate our brain.

Just as you dedicate more than 8 hours a day to your work. Your body, mind and heart need a few minutes of attention.

For this reason, I suggest you start NOW! Dedicating 10 minutes to meditate: Right here, yes, sitting where you are. Put your back straight, wake up your neck and close your eyes. The gesture of closing the eyes allows us to put the focus inside to connect with oneself. Start breathing diaphragmatically and focus on your breath, how the air enters and exits through your nose. If thoughts or emotions come to you, observe them and let them pass and come back to you. Don’t think you don’t know how to meditate or you are doing it wrong, there is no expectation, whatever happens is fine. You don’t have to do anything, just observe and be present “here and now”, the only moment that exists. And when you want, you take three deep breaths and at your own pace; you come back opening your eyes.

To meditate is to come home, to experience a sense of coherence and meaning where you discover the greatness that resides within you.

This little space that you have given yourself allows you to lower your neural frequency, calm your mind and mitigate stress. And that’s why if you make meditation a habit in your life, you will begin to see the positive impact it has. You will understand your emotions better, boost your attention, memory and productivity. You will have a greater focus for your goals, decrease anxiety, improve sleep quality, open a space to develop your creativity and establish in you a sense of fulfillment, well-being and peace.

You have to find the right time, for example when you wake up or go to bed, and a comfortable space to do it. You can start with a few minutes and then expand until it becomes part of your daily routine. Then see which technique suits you best. You can meditate by looking at candlelight, practicing mindfulness, with relaxing music, repeating an affirmation, doing breathing exercises, etc.

Even if you thought that meditation was a mystical practice, you can see that its effects are very earthly.

My experience of 10 years as a meditation mentor accompanying individuals, SMEs and large corporations has shown me the incredible potential it awakens in people, helping them to find their Ikigai (meaning in life) and consequently improving the company’s climate, culture and results.

You will see how the development of emotional intelligence and mindfulness will be very transformative and catapult your professional development 🚀.

I wish you the best in your work path and I will be happy to accompany you on the path of personal growth and meditation, if you feel so. You can contact me here:

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