How will senior sales leaders now develop the skills they need to lead?
Tune in. Tune up. Sell smarter.
In the June 5th episode of Sales Frequency, Jesús Llamazares and Will Squire explored a quietly disruptive policy change with big implications for sales leadership: the UK government’s decision to limit Level 7 apprenticeship funding to those aged 21 and under. On the surface, this might seem like a simple shift in funding policy. But beneath it lies a much more significant issue — the shrinking of leadership opportunities for mid-career professionals, just when their development matters most.
For years, Level 7 apprenticeships have provided a pathway for experienced sales professionals to transition into strategic leadership. They have been a place where instinct is challenged by evidence, where coaching mindsets take root, and where the leap from manager to leader becomes possible. Now, with the door closing for the majority of those in their professional prime, organisations face a difficult question: do we believe in developing our leaders enough to pay for it ourselves?
From Opportunity to Obstacle
Jesús opened the discussion by recalling the original spirit of apprenticeships. Once rooted in medieval guilds, these systems supported long-term learning, linking experience to mastery over time. The Level 7 framework has offered a modern equivalent for sales leaders — a structured approach to internal promotion, transformation, and team performance. Will pointed out that sales leadership remains one of the most undervalued capabilities in business, often viewed as a natural progression rather than a skillset that requires deliberate growth.
This policy shift risks reinforcing that view. Without funding, leadership development becomes easier to postpone or sideline. And as Jesús noted, it sends the wrong signal. Growth becomes something that happens early, or not at all. He reminded the audience that public funding was never the reason companies invested. “They didn’t join because it was free,” he said. “They joined because it worked.”
Phil Squire, who joined from a live senior sales leadership workshop, echoed that sentiment. The disappointment was clear. But so was the risk. Sales leaders influence culture. They shape how early-career reps learn. When you stop investing in them, the damage isn’t immediate, but it is inevitable.
The Real Risk: Losing the Multiplier Effect of Sales Leadership
Phil’s concern cut straight to the heart of the issue. Sales leaders don’t simply execute strategy but instead, they translate it. They are the bridge between senior leadership and frontline delivery. Without that bridge, alignment collapses.
This is not theory. It’s visible in the stories of Consalia alumni who have launched sales academies, transformed team dynamics, and driven measurable revenue outcomes. Their growth has had ripple effects across functions, geographies, and entire organisations. Will made the point clearly: when leaders grow, teams follow. But if that growth stops, culture stalls, innovation fades, and results suffer.
Jesús reflected on the power of role modelling. Younger salespeople learn more by watching their leaders than from any manual or LMS. They absorb behaviours in meetings, shadow conversations, and adopt unspoken rules. But if those leaders are left behind—untrained, unsupported, and overwhelmed—then the next generation inherits confusion, not confidence. Worse yet, the potential of negative Sales Mindsets to develop.
New World, New Models: Rebuilding the Ladder Ourselves
With the public ladder removed, companies now have a decision to make. Will posed the question bluntly: “What are the realistic options if the funding rug has been pulled?”
Several routes emerged. Self-funded programmes, already common in other countries, offer a direct path forward. Co-funded models, where cost is shared between individual and employer, can also work, provided they are built on trust and transparency. Modular learning programmes, delivered in short, focused bursts, can give teams quick wins while still anchoring deeper change over time.
But these models rely on more than logistics. They depend on belief. Jesús said it best: “When a company truly sees the return on investment, they fund it themselves.” And that belief must come from the top. It’s not an HR decision. It’s a leadership one.
Phil highlighted one potential benefit. Without the bureaucracy tied to public funding, organisations can move faster, shape content more precisely, and scale in ways that better reflect business needs. But the intention must still be there. Sales leadership has to be seen as an essential capability, not a discretionary cost.
Leading in a Landscape of Change
The episode also surfaced a broader truth. Leadership development is no longer a nice-to-have in uncertain times. It is the stabilising force that helps sales teams adapt to change. In a world of AI disruption, hybrid working models, and increasing pressure to deliver more with less, senior leaders need structured development more than ever.
This is where Consalia’s values-based sales mindsets come in. Authenticity, Client-Centricity, Proactive Creativity, and Tactful Audacity are not just useful, they are essential. They shape how leaders navigate complexity, build trust, and enable others to thrive. As Jesús noted, “You don’t download transformation. You lead it. You live it.” Without those mindsets in motion at the top, any attempt at culture change is likely to fail.
The risk, then, is not just about missing a training cohort. It’s about allowing a generation of senior sales leaders to drift. And when they drift, the whole system drifts with them.
Don’t Wait for the System. Redesign Your Own
Will closed the conversation with a message that resonated well beyond the studio. “Don’t forget your senior leaders,” he said. “Because they’re the ones holding everything together.” With the government stepping back, it is now up to organisations to decide whether to step forward. The companies that will lead in the next decade are the ones that treat sales leadership as a growth engine, not a sunk cost.
The policy may have changed, but the need has not. Mid-career professionals still need development. Teams still need direction. Culture still needs shaping. The question now is who will provide it.
At Consalia, we believe the answer is clear. Sales transformation does not happen by chance. It happens by design. And it begins with leaders who are equipped to lead from the front.
Tune in every Thursday at 8:30am on LinkedIn Live
Join us each week as we take the latest headlines and translate them into meaningful insights for sales professionals. Whether it's tariffs, technology, trade shifts or trust, Sales Frequency helps you tune in, tune up and sell smarter.