ATS Keywords for Sales CVs: What Hiring Managers Actually Look For
Sales CVs need to work for two audiences: the ATS that filters applications and the sales hiring manager who knows exactly what good looks like. The good news is that genuine sales performance — when expressed in the right language — serves both audiences simultaneously.
ATS Keywords by Sales Type
B2B sales: New business development, outbound prospecting, pipeline management, account management, enterprise sales, complex sales, solution selling, SPIN selling, consultative selling, sales cycle, CRM management, quota attainment, ARR, TCV
SaaS and tech sales: SaaS, subscription sales, MRR, ARR, churn reduction, expansion revenue, upsell, cross-sell, product-led growth, demonstration, proof of concept, contract negotiation, Salesforce, HubSpot
B2C and retail: Retail sales, customer acquisition, floor sales, upselling, cross-selling, NPS, customer satisfaction, product knowledge, KPI achievement, conversion rate
Account management: Retention, renewal rate, upsell, cross-sell, NRR (Net Revenue Retention), QBR (Quarterly Business Review), relationship management, client growth, account planning, stakeholder management
Sales Tools as ATS Keywords
List the CRM and sales tools you have used:
- Salesforce
- HubSpot CRM
- Outreach or Salesloft (cadence tools)
- LinkedIn Sales Navigator
- ZoomInfo or Apollo (prospecting tools)
- Microsoft Dynamics
Use the tool name exactly as it appears in the job description.
The Numbers Are the Keywords
In sales CVs, your metrics are both ATS keywords and your most compelling evidence:
- Quota attainment (percentage)
- Revenue generated or managed
- Pipeline value
- Conversion rates (lead to opportunity, opportunity to close)
- Average deal size or ACV
- Territory growth
Phrases like "achieved 127% of quota in FY2025" or "grew existing accounts from £2.1m to £3.4m ARR in 18 months" contain both the industry language ATS looks for and the proof a hiring manager needs.
Check your sales CV's ATS score free at CVCircuit.