By 2028, 50% of sales leadership roles will be filled by individuals from historically underrepresented groups, according to global advisory firm Gartner Inc. With only three available candidates per open B2B sales job and roles staying open for an average of two months, chief sales officers identify talent as their top external challenge.

Gartner noted that to address the chronic talent shortages, CSOs must challenge existing recruitment practices and take steps to retain and motivate diverse talent.

“CSOs are facing a talent crisis, yet are leaving crucial talent out of its pipeline,” said Christopher Gamble, senior director analyst at Gartner for sales leaders practice. “Historically, the sales function has neglected to attract high-potential candidates from underrepresented groups, but the pressures from operating shorthanded require a renewed focus on improving and diversifying the talent pipeline.”

Gamble stated that diversity, equity and inclusion efforts targeting the talent pipeline, current sellers and sales leadership are imperative in addressing current and future talent needs.

The report found that sales leaders unwilling to challenge existing recruitment efforts stand to miss out on highly qualified candidates. The traditional candidate profile for a B2B sales representative relies on sales experience rather than skills, biasing the candidate pool toward those already in the function.

According to the report, to open up recruitment to a wider pool of candidates and attract diverse talent, CSOs should partner with HR to refocus candidate profiles on skills and behaviors rather than experience to widen the talent pool.