Why is it so difficult for small companies to develop top sales performers?

Why are many small companies unable to develop truly senior Facebook media buyers?

It is not because employees lack ability, nor because Facebook is too difficult. It is because small companies often cannot provide the conditions media buyers need to grow. Many companies hire a Facebook media buyer—what do they have them do every day?

Launch ads, replace creatives, revise ad copy, adjust budgets, and then monitor CPM, CPC, and inquiry costs every day.

When ads become expensive, the boss tells you to shut them down. When there are no inquiries, the boss tells you to make changes. After spending hundreds of dollars without results, the boss starts questioning you. In the end, what the media buyer learns is how to avoid being criticized, rather than how to run ads well.

A truly senior media buyer needs substantial budgets and room for trial and error.

Different products, countries, creatives, and audiences all require continuous testing. They must go through many failures before knowing when to increase the budget, when to continue testing, and when to stop losses immediately. Therefore, truly senior Facebook media buyers are not trained in training courses.

They are developed through real budgets, real markets, and real customers. So, in your opinion, should an outstanding Facebook media buyer be developed by the boss or forged by the market? Feel free to discuss in the comments.