Lots of sales and marketing targets are pushed onto consultants. You can end up being in one meeting talking about how you are going to implement something really technical and the next meeting talking about what sales opportunities you have found and how you are going to close them. There is a bit of a job identity issue. I feel like I am an Account Marketing Performance Software Engineer Manager. Some people might love wearing multiple caps but it is not made clear this is required for progression in the interview process and only becomes evident once you start going for promotions. Consequently, I get the impression many people lose motivation to progress as they realise they only want to wear one or two caps and realise they can progress doing so elsewhere.