Meet Ollie Carter, Sales Development Director at Avantia

Sales is often talked about in terms of targets and tactics. At Avantia, it is just as much about judgment, ownership, and building something that aligns with our vision of the legal services partner of the future.

Ollie Carter joined Avantia in 2024 as the first SDR at a point where the business was scaling quickly. Since then, his role has evolved from hands-on execution to full ownership, with responsibility for building and leading Avantia's global sales development function.

We sat down with Ollie to discuss his background, what attracted him to Avantia, how his role has changed, and what he looks for in people who want to build a career in sales here.

Tell us a bit about your background before joining Avantia, and how you ended up in sales.

When I left university, I started my first full-cycle sales role selling circuit breakers into the US market. It was tough, especially because they didn't really believe in email or LinkedIn at the time.

I remember thinking maybe sales was not actually for me and even started the process of becoming a firefighter, but sales pulled me back in. I moved into an SDR role soon after, which quickly grew into a leadership position where I was building and managing a global team. It was that mix of sales, people leadership, and problem-solving that I really enjoyed - and that what I've done ever since! 

When you were considering your next move, what were you looking for, and what stood out about Avantia?

I was looking for a role where I could genuinely build something from the ground up, rather than step into a fully formed structure. I wanted responsibility, but also trust. A place where you are expected to think for yourself, not just follow a script.

Avantia stood out because it felt very real. It was clear that sales was seen as part of the wider business, not a separate function. There was also a sense that if you had a good idea and could justify it, you would be given the space to run with it.

What surprised you most in your first few months at the firm?

How quickly you are expected to take responsibility. There is support around you, but there is also a very clear expectation that you will make decisions, test ideas, and learn as you go.

I was also genuinely amazed by how many top-tier asset managers the firm works with, given how lean the team is. It really highlighted how strong the products are and how smart and efficient the delivery teams are.

Sales works incredibly closely with the legal and delivery teams. You get proper exposure to how the work is done, which changes the way you think about conversations with prospects and what actually matters to them.

How has your role evolved since you joined?

The biggest shift has been moving from doing everything myself to designing how the function works. At the start, it is about getting things moving, speaking to prospects, and understanding what resonates and what does not.

Over time, the role becomes much more about structure. Hiring the right people, coaching them properly, putting the right processes in place, and thinking about how sales development supports the firm’s wider growth and revenue strategy, not just short-term activity.

Avantia is not a particularly hierarchical firm. How has that shaped the way you work?

It gives you a lot of autonomy, but that autonomy comes with responsibility. There is no real sense of waiting for permission or escalating through layers. If something is not working, you are expected to fix it or propose a better way of doing things.

That culture makes it much easier to take full ownership of the function, whether that is how the team is structured, how we work with marketing, or what technology we choose to use.

Where have you felt most supported as the role has grown?

Support has shown up in different ways at different stages. Early on, it was about access and openness. Being able to ask questions, understand how the firm thinks, and get context quickly.

As the function has grown, support has been more about trust. Having leadership back you when you make decisions, and giving you the space to learn from things that do not work as well as the ones that do.

What do you think a strong SDR function enables for the wider business?

It creates alignment across the business. When sales development works well, it helps set expectations with the market, qualify opportunities properly, and make the transition into delivery much smoother.

In a firm like Avantia, where sales, legal, and compliance teams work so closely together, that alignment really matters.

What advice would you give to someone looking to build a career in sales?

Be curious and be patient. Sales is often portrayed as fast and aggressive, but in reality the best results come from understanding context and building credibility over time.

It also really helps to choose an environment where you can learn properly and develop, not just chase numbers.

And for someone considering joining Avantia, what kind of person thrives here?

People who enjoy ownership and are comfortable with a bit of ambiguity tend to do well. You need to be proactive, thoughtful, and willing to engage with the detail of the business, not just your own role.

If you want somewhere you can genuinely shape what you are building, it is a good environment to be in.

If you’re ready to join a forward-thinking team that values your growth and success, explore our current openings and discover how you can help shape the future of legal services at Avantia. See all our current open roles