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Advertising Sales Agents

SOC 41-3011.00Job Zone 4 · Considerable Preparationv.26.05

Context coveredThis framework covers the full career arc of advertising sales agents operating in media and marketing environments—from supervised account support through executive-level sales leadership—across digital, print, and broadcast advertising contexts.

Sources:O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.SkillsCrosswalkSkillsCrosswalk — O*NET enrichment + adjacency index. Opens in new tab.
Emerging
Entry / Apprentice
  1. Sales presentations for existing advertising programs — prepare and deliver under direct supervision to assigned accounts in a structured media sales environment.
  2. Potential client contact lists — locate and compile using CRM software and provided databases under manager guidance in a regional advertising office.
  3. Advertising cost estimates — calculate and present to clients using standardized rate cards and pricing tools with oversight from a senior sales agent.
  4. Client account records — process and update correspondence, contracts, and paperwork in an agency CRM system following established protocols.
  5. Product and service advertising benefits — explain to prospective customers using prepared scripts and approved sales literature in a supervised sales setting.
  6. Client business information and advertising history — gather and study using company research tools to support senior agents preparing sales presentations.
  7. Media kits and basic sales literature — assemble using desktop publishing and word-processing software under direction from a sales supervisor.
  8. Active listening techniques — apply during initial client discovery calls to identify stated needs and relay findings to the account team.
  9. Calendar and scheduling software — use to organize client appointments and follow-up reminders within a supervised daily sales workflow.
  10. Sales and marketing software — navigate under guidance to track lead status and generate standard activity reports for a team sales pipeline.
Developing
Mid-level / Established
  1. Assigned account bases — maintain and grow independently by conducting regular check-ins and identifying upsell opportunities within an established client portfolio.
  2. New advertising program proposals — prepare and deliver persuasively to existing clients with reduced oversight, adapting standard presentations to client-specific needs.
  3. Prospecting campaigns — execute by contacting potential clients across multiple channels to expand the agency's customer base in a defined territory.
  4. Advertising cost estimates and budget recommendations — develop for clients by analyzing rate structures and comparing media options in a competitive market environment.
  5. Client advertising challenges — diagnose by studying product lines, market positioning, and campaign history to recommend appropriate media solutions.
  6. Sales contracts and promotional plans — draft and finalize using CRM and desktop publishing software, managing the full document lifecycle for assigned accounts.
  7. Negotiation conversations with clients — conduct to align advertising packages with customer budgets while protecting agency revenue targets.
  8. Social perceptiveness — apply during client meetings to read verbal and nonverbal cues and adjust sales approach in familiar account contexts.
  9. Account correspondence and reporting — manage independently, ensuring timely follow-through on proposals, revisions, and administrative obligations.
  10. Time management strategies — implement to balance prospecting activities, account servicing, and proposal preparation across a full sales caseload.
Proficient
Senior / Expert IC
  1. Complex, multi-platform advertising proposals — design and deliver autonomously to C-suite prospects, integrating digital, print, and broadcast media solutions.
  2. Non-routine client objections and competitive threats — resolve through advanced negotiation and critical-thinking techniques during high-stakes sales engagements.
  3. New account development strategy — execute end-to-end, from prospecting through contract close, without supervisory guidance across a diverse industry client mix.
  4. Client ROI analyses and performance data — interpret using analytical software to demonstrate campaign effectiveness and justify continued or expanded advertising investment.
  5. Customized media kits and sales literature — produce independently using graphics and web-page creation software, tailoring messaging to each client's brand and objectives.
  6. Systems-level advertising needs — analyze by examining a client's full marketing funnel, competitive landscape, and consumer behavior patterns to recommend integrated solutions.
  7. High-value account relationships — sustain through proactive communication, issue resolution, and strategic advisory input that extends beyond transactional sales interactions.
  8. Client-specific advertising histories and business practices — synthesize into detailed briefing documents that inform both short-term pitches and long-term account planning.
  9. ERP and CRM platform data — leverage to forecast revenue, monitor pipeline health, and make evidence-based decisions on account prioritization.
  10. Written sales proposals and executive summaries — author with precision and persuasion, translating complex media strategy into clear value narratives for senior client stakeholders.
Advanced
Lead / Principal / Executive
  1. Organizational advertising sales strategy — define and champion across multiple market segments, setting targets and methodologies that guide the entire sales team.
  2. Sales team development programs — design and lead, coaching agents at all levels on consultative selling, negotiation, and client relationship techniques.
  3. Enterprise-level client portfolios — oversee and steward, personally engaging executive stakeholders to protect and expand highest-value agency accounts.
  4. Market expansion initiatives — direct by identifying untapped industry verticals and authorizing prospecting campaigns that grow the agency's total addressable market.
  5. Cross-functional media and creative partnerships — orchestrate to deliver integrated advertising solutions that meet complex client briefs at organizational scale.
  6. Revenue forecasting models — build and present to executive leadership using advanced analytical and ERP tools to inform budgeting and resource allocation decisions.
  7. Competitive intelligence frameworks — establish to monitor industry trends, emerging media platforms, and rival agency offerings, translating insights into strategic pivots.
  8. Pricing and negotiation authority — exercise at the senior level to approve non-standard contracts, volume discounts, and multi-year agreements with major clients.
  9. Agency brand and thought leadership — represent externally through industry conferences, client advisory boards, and published perspectives on advertising innovation.
  10. Performance management systems for sales agents — implement by defining KPIs, reviewing pipeline metrics, and aligning individual goals with organizational growth objectives.

AI-at-Work Competency Framework

Sources:Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab.Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab.WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab.
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Authoritative source data identified for 998 occupations

How a worker at each mastery level uses, directs, and evaluates AI tools in this occupation. Each statement cites its evidence inline; click a citation chip to verify the source.

Emerging
  1. AI-assisted prospect research — uses an LLM to generate initial lists of potential advertisers and basic company profiles, then manually verifies contact details before outreach Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  2. Cost estimate drafting — prompts an AI tool to produce first-draft pricing summaries for standard advertising packages, reviewing all figures against current rate cards before sharing with clients Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
Developing
  1. Sales presentation scaffolding — directs an AI assistant to outline and draft slide narratives for new advertising programs, then refines language and inserts client-specific data to reflect genuine persuasion strategy Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab. WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
  2. Client communication templating — uses AI to generate personalized follow-up emails and proposal cover letters at scale, editing tone and specific value propositions to match each account relationship Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  3. Competitive landscape synthesis — tasks an AI tool with summarizing advertising market trends and competitor offerings, integrating the output into client briefings while applying own social perceptiveness to gauge relevance Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
Proficient
  1. Account growth narrative construction — orchestrates AI-generated performance data summaries and ROI projections into cohesive upsell pitches, retaining authorship of the negotiation framing and relationship context Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab. Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
  2. Multi-channel campaign explanation — combines AI-drafted channel-comparison analyses with personal client knowledge to explain how specific advertising formats will promote a client's product most effectively, preserving human judgment on message fit WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
  3. Pipeline prioritization — feeds CRM data into an AI tool to score and rank leads by conversion likelihood, then applies active-listening insights from prior calls to override or validate the AI ranking before scheduling outreach Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  4. Objection-response preparation — uses an LLM to generate likely client objections and counter-arguments for upcoming negotiations, stress-testing the outputs against real account history before entering the meeting Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
Advanced
  1. End-to-end proposal automation governance — designs repeatable AI-assisted workflows covering prospect identification, cost modeling, and presentation generation, setting quality gates at each handoff point to ensure accuracy and brand voice across the full sales cycle Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab. WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab..
  2. AI-output credibility auditing — evaluates AI-generated advertising performance claims and forecast figures for statistical validity before client delivery, translating findings into actionable account strategy recommendations that AI cannot independently derive Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab. Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab..
  3. Cross-account pattern intelligence — directs AI tools to surface revenue trends and churn signals across an entire book of business, then synthesizes those insights into strategic account plans requiring negotiation and relationship capital that remain beyond AI autonomy Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab. Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab..
Evidence pack
AEI usage
Task observations: 1210
Augment share: 95%
Time saved: 88.4%
AI autonomy: 3.13
SAFI positioning
Top skill: Speaking
Score: 48.5 / 100
Quadrant: Q2_ai_augmented
precision: exact
WEF cluster
Human-Technology Interaction
human_technology_interaction
Sources:Anthropic Economic IndexAnthropic Economic Index — release_2026_03_24. Opens in new tab.WEF Skills TaxonomyWEF Skills Taxonomy 2021 — Building a Common Language for Skills at Work. Opens in new tab.Jadhav & Danve, 2026Skill Automation Feasibility Index — Jadhav & Danve, 2026 (arXiv:2604.06906). Opens in new tab.

Pathsmith Durable Skills Framework

Sources:Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
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Ten durable-skill domains mapped to four proficiency/role levels for each occupation. Each statement is aligned to the Pathsmith taxonomy, derived from trusted grounding data and mapped to occupation-specific O*NET tasks and skills.

1Communication12 statements
Emerging
  1. Sales pitch delivery — presents basic advertising program features to prospective clients using scripted talking points in one-on-one meetings Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Client need articulation — asks introductory questions to gather information about a client's advertising history and business goals during initial discovery calls O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Written correspondence — drafts routine account emails and follow-up messages using clear, professional language Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Tailored presentation delivery — adapts advertising sales presentations to match the specific industry, product, and promotional goals of individual clients Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Media value explanation — communicates how specific advertising formats and placements will drive measurable results for a client's target audience O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Proposal documentation — prepares sales literature, media kits, and cost estimates using accurate language and client-specific data O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Persuasive pitch execution — delivers polished, client-specific advertising presentations that address objections and connect advertising solutions to business outcomes Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Multi-audience communication — adjusts messaging and vocabulary when presenting advertising programs to C-suite executives, small business owners, or marketing managers Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Contract and correspondence management — processes account paperwork, sales contracts, and client communications with precision and professional tone O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Strategic communication leadership — designs and refines presentation frameworks and messaging strategies adopted by the broader sales team for new advertising program launches Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Executive-level client communication — leads high-stakes pitch meetings with major accounts, translating complex media analytics and audience data into compelling business cases Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Cross-channel communication design — develops promotional plans and sales narratives that integrate print, digital, and broadcast advertising channels for enterprise clients O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
2Leadership10 statements
Emerging
  1. Account ownership initiation — takes personal responsibility for assigned client accounts and follows up proactively without supervisor prompting Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Self-directed prospecting — independently identifies and contacts potential advertising clients from provided lead lists or directories O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Client relationship stewardship — leads the client relationship for assigned accounts, coordinating internally with ad operations and creative teams to fulfill campaign commitments Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Initiative in account growth — proactively identifies upsell opportunities within existing accounts and proposes expanded advertising programs without waiting for client requests O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Territory leadership — manages a full account base with strategic prioritization, balancing retention of existing clients with systematic development of new business Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Peer mentoring in sales process — guides newer agents on prospecting techniques, objection handling, and media kit preparation based on direct field experience Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Campaign advocacy — champions client interests internally to ensure advertising deliverables align with agreed promotional plans and timelines O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Sales team influence — models best practices in account development and client communication, setting the performance standard for the advertising sales team Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Strategic account leadership — owns and grows the organization's highest-revenue advertising accounts, making autonomous decisions about pricing, bundling, and campaign strategy Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  3. Organizational sales direction — contributes to sales forecasting, territory design, and new advertising product strategy at the management level O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
3Metacognition8 statements
Emerging
  1. Call reflection — reviews outcomes of client calls and identifies specific communication or persuasion gaps to address in future interactions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Learning from rejection — recognizes patterns in lost sales and adjusts pitch elements or client targeting criteria accordingly Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Sales strategy self-assessment — evaluates personal effectiveness across prospecting, presenting, and closing stages and prioritizes skill development in the weakest area Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Client knowledge monitoring — tracks gaps in understanding of a client's business, industry, or competitive landscape and seeks information to close those gaps before presentations Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Performance benchmarking — compares personal sales metrics against targets and historical performance to recalibrate account strategies and time allocation Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Adaptive pitch planning — reflects on previous presentation outcomes to deliberately restructure the sequence, emphasis, and evidence used in upcoming client meetings Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Sales mastery modeling — articulates a conscious theory of personal effectiveness in advertising sales and uses it to coach others and refine team-wide processes Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Strategic self-regulation — monitors cognitive load and decision quality across a large, complex account portfolio, intentionally adjusting focus and planning depth based on account priority and deal stage Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
4Critical Thinking9 statements
Emerging
  1. Client needs analysis — identifies a client's stated advertising objectives and matches them to available advertising products using basic product knowledge O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Cost estimate evaluation — reviews pricing components and calculates basic advertising cost estimates with attention to accuracy O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Developing
  1. Advertising effectiveness reasoning — evaluates which advertising formats, audience segments, and media channels are most aligned with a specific client's promotional goals and budget O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Competitive landscape assessment — analyzes a client's market position and competitor advertising activity to build a case for targeted advertising investments Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Evidence-based proposal construction — builds advertising recommendations using client business data, audience metrics, and campaign performance history to substantiate ROI claims Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Objection analysis — identifies the underlying concern behind a client's stated objection and constructs a logical, evidence-supported counter-argument Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  3. Account portfolio evaluation — critically assesses which accounts in the assigned base merit increased investment of time and which represent low-return relationships Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Strategic media mix analysis — synthesizes cross-channel performance data, client business outcomes, and market trends to develop differentiated advertising strategies for complex accounts Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Assumption identification in client briefs — detects flawed assumptions in client marketing plans and reframes advertising recommendations around more defensible strategic premises Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
5Collaboration8 statements
Emerging
  1. Internal coordination — communicates client requirements clearly to ad operations, design, or editorial teams to initiate campaign fulfillment Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Team information sharing — shares market intelligence and client feedback with sales colleagues to support collective understanding of territory dynamics Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Cross-functional campaign execution — works with creative, digital, and production teams to ensure client advertising campaigns are delivered on spec and on schedule Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Client and agency partnership — collaborates with clients' internal marketing teams or external agencies to align on campaign goals, creative direction, and performance metrics O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Account team coordination — leads coordinated efforts across internal departments to develop integrated advertising proposals for multi-channel clients Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Collaborative negotiation — works jointly with clients and internal stakeholders to reach advertising agreements that balance client objectives with organizational revenue goals Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Enterprise account collaboration — orchestrates involvement of senior leadership, product specialists, and creative directors in the pursuit and fulfillment of large, strategic advertising accounts Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Cross-team process improvement — identifies and resolves recurring collaboration breakdowns between sales, operations, and editorial teams to improve campaign delivery quality and speed Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
6Character8 statements
Emerging
  1. Honest representation — accurately describes advertising product capabilities and audience reach to prospects without overstating performance guarantees Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Commitment follow-through — delivers on promises made to clients regarding callbacks, proposals, and account updates within agreed timeframes Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Ethical pricing practice — presents advertising cost estimates transparently, ensuring clients understand all fees and terms before signing contracts Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Confidentiality maintenance — protects sensitive client business information obtained during needs assessments and sales discussions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Client-first advocacy — prioritizes advertising recommendations that genuinely serve the client's promotional needs over those that simply maximize commission revenue Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Accountability in account management — takes ownership of errors in account processing, contract documentation, or campaign delivery and resolves them without deflecting responsibility Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Exceeding
  1. Professional integrity modeling — demonstrates and enforces ethical sales conduct standards within the team, addressing misrepresentation or pressure-selling practices directly Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Trust-based client stewardship — builds long-term advertiser relationships grounded in consistent honesty, resulting in account longevity and referral business that reflects personal professional reputation Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
7Creativity8 statements
Emerging
  1. Customized pitch framing — adapts standard media kit content to highlight the advertising element most relevant to a specific client's product or audience Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Prospecting idea generation — identifies non-obvious potential advertiser categories by connecting client business types to untapped audience segments Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Promotional concept development — proposes creative advertising program configurations that combine multiple formats or placements to address a client's unique campaign challenge O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Sales material innovation — designs visually engaging, client-specific sales presentations that go beyond standard templates to communicate advertising value more compellingly Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Integrated campaign ideation — develops multi-channel advertising proposals that creatively package print, digital, event, and social inventory into cohesive client solutions Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Objection reframing — constructs creative analogies and reframing strategies that shift a skeptical client's perspective on the value of advertising investment Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. New advertising product conception — contributes original ideas for new advertising formats, sponsorship structures, or audience targeting products that expand the organization's inventory Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Market-specific campaign architecture — designs first-of-kind advertising programs tailored to emerging client verticals or untapped market segments, serving as a model for future product development Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
8Growth Mindset8 statements
Emerging
  1. Rejection resilience building — treats lost sales opportunities as information-gathering experiences and documents specific reasons for non-conversion to improve future approaches Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Feedback acceptance — actively solicits and applies feedback from sales managers on pitch quality, client handling, and account strategy Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Skill gap pursuit — identifies specific advertising sales competencies such as digital media literacy or negotiation technique and seeks training or mentorship to close those gaps Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Product knowledge expansion — continuously learns new advertising platform capabilities, audience data tools, and media industry trends to strengthen client conversations O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
Applying
  1. Persistent account development — sustains systematic outreach to high-potential prospects over extended periods despite initial disengagement or repeated rejection Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Performance plateau response — when sales results stagnate, diagnoses contributing factors and implements deliberate changes to prospecting, presentation, or closing strategies Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Industry evolution leadership — proactively masters emerging advertising technologies, programmatic buying, or data analytics capabilities ahead of market demand and introduces them into the sales practice Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Mentored growth culture — creates structured learning opportunities for junior agents by sharing personal failure histories alongside successful strategies, normalizing effort and iteration as the path to sales mastery Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
9Mindfulness8 statements
Emerging
  1. Client attention management — maintains full focus during client discovery conversations, resisting the urge to pitch before fully understanding the client's stated needs Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Emotional state awareness — recognizes personal stress or frustration following difficult sales calls and takes deliberate steps to reset before the next client interaction Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Active listening discipline — during client meetings, suppresses internal preparation of counter-arguments and instead listens to fully comprehend the client's concerns before responding Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Pressure regulation — maintains composure and professional tone during tense pricing negotiations or client pushback without allowing urgency to override deliberate communication Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Intentional relationship pacing — reads real-time cues in client meetings to determine when to advance the sales process and when to slow down and rebuild rapport or address emerging concerns Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Workload attention allocation — mindfully distributes daily attention across prospecting, account maintenance, and administrative tasks to prevent high-visibility accounts from monopolizing time at the expense of pipeline development Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. High-stakes presence mastery — demonstrates full present-moment focus and emotional regulation during major account negotiations, executive presentations, and multi-stakeholder pitch meetings Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Team mindfulness modeling — coaches sales colleagues on attentive client engagement and emotional self-regulation as performance tools, integrating mindfulness practice into sales team culture Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
10Fortitude8 statements
Emerging
  1. Cold-call persistence — continues prospecting outreach through repeated non-responses and rejections without withdrawing from target client lists Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Quota pressure tolerance — maintains professional effort and client focus during periods of underperformance against monthly or quarterly revenue targets Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Developing
  1. Extended sales cycle endurance — sustains consistent, high-quality engagement with prospects across multi-month decision processes without reducing effort or communication quality Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Market downturn response — continues proactive account development and prospecting activity during advertising budget freezes or economic contractions affecting client spending Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Applying
  1. Account loss recovery — responds to significant client cancellations or lost renewals by immediately redirecting energy into pipeline development and account recovery efforts rather than disengaging Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab. O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
  2. Adversarial negotiation persistence — maintains strategic composure and continues pursuing a fair outcome through difficult, high-pressure price negotiations without abandoning position or capitulating prematurely Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Exceeding
  1. Sustained high-performance resilience — maintains top-tier account development results and professional standards across extended periods of competitive pressure, territory disruption, or organizational change Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
  2. Team fortitude modeling — demonstrates visible courage and persistence during organizational challenges such as product changes, market contractions, or leadership transitions, stabilizing team morale and sustaining collective sales effort Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.
Sources:Pathsmith Durable SkillsPathsmith Durable Skills Framework — America Succeeds + CompTIA. Opens in new tab.O*NET v30.2O*NET Resource Center — Occupational Information Network, v30.2 (Sept 2025). Opens in new tab.
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Source anchors that ground each statement

Related titles
Account Planner · Account Specialist · Advertising Account Representative · Advertising Agent · Advertising Assistant · Advertising Consultant · Advertising Coordinator · Advertising Representative · Advertising Sales Representative (Ad Sales Representative) · Advertising Solicitor · Agent · Broker
RAPIDS apprenticeships
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O*NET skills
SpeakingPersuasionSocial PerceptivenessService OrientationNegotiationActive ListeningReading ComprehensionCritical ThinkingJudgment and Decision MakingWritingCoordinationMonitoringComplex Problem SolvingSystems AnalysisTime Management
Knowledge domains
Sales and MarketingCustomer and Personal ServiceEnglish LanguageCommunications and MediaMathematicsAdministrativeComputers and ElectronicsAdministration and Management
Abilities
Oral ExpressionSpeech ClarityOral ComprehensionSpeech RecognitionWritten ComprehensionWritten ExpressionNear VisionFluency of IdeasOriginalityProblem Sensitivity
Work styles
Social OrientationPerseveranceAchievement OrientationSelf-ConfidenceOptimismDependability
Technology
Graphics or photo imaging softwareDesktop publishing softwareCalendar and scheduling softwareCustomer relationship management CRM softwareElectronic mail softwareWeb page creation and editing softwareData base user interface and query softwareSales and marketing softwareAnalytical or scientific softwareEnterprise resource planning ERP software
Tasks · seed anchors for statements
  1. Prepare and deliver sales presentations to new and existing customers to sell new advertising programs and to protect and increase existing advertising.
  2. Maintain assigned account bases while developing new accounts.
  3. Provide clients with estimates of the costs of advertising products or services.
  4. Locate and contact potential clients to offer advertising services.
  5. Explain to customers how specific types of advertising will help promote their products or services in the most effective way possible.
  6. Obtain and study information about clients' products, needs, problems, advertising history, and business practices to offer effective sales presentations and appropriate product assistance.
  7. Prepare promotional plans, sales literature, media kits, and sales contracts, using computer.
  8. Process all correspondence and paperwork related to accounts.
CIP education codes
52.1804

Sources: O*NET v30.2 (CC BY 4.0), SkillsCrosswalk.com, LER.me, Anthropic Economic Index, SAFI (Jadhav & Danve, 2026), WEF Skills Taxonomy 2021, Pathsmith Durable Skills Framework. © 2026 EBSCOed.