How do you negotiate when you're changing industries and don't have a clear read on what you should be making? I'm moving from agency to in-house and the salary ranges I'm finding are all over the place depending on the company size.

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You should benchmark the company more specifically by locking in the variables you can (company size, in-house, etc., etc.), then average across the remaining ranges. Make sure to look at where the upper, lower, and average lie: Glassdoor, Levels.fyi, and PayScale (harder to navigate than historically; using Google to find the right pages helps) should be helpful for this.
If your expectations exceed where the average is, you may need to prepare for a haircut in your first foray or maybe stay in your current role if money is important.

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