A significant portion of marketing strategies fail not because of weaknesses in formulation, but rather in the implementation stage. One of the main reasons for this gap is the inability of frontline employees, especially sales forces, to align their daily decisions and behaviors with the organization's strategic goals and priorities. However, the concept of "strategic awareness," which can facilitate this alignment, has not yet been comprehensively explained in terms of its constituent dimensions and its role in improving sales performance, especially in the sales and marketing literature. Therefore, the purpose of this study is to design and validate a model of strategic awareness of sales employees and examine its impact on sales performance. This study is applied in terms of purpose and mixed exploratory (qualitative-quantitative) in terms of approach. In the qualitative stage, data were collected through semi-structured interviews with 24 managers, supervisors, and sales representatives of Asiacell and Zain companies and analyzed using theme analysis. Based on the findings of this stage, a researcher-made strategic awareness questionnaire was designed. In the quantitative stage, data from 431 sales employees of Asiacell and Zain were collected and the relationships between variables were tested using partial least squares structural equation modeling (PLS-SEM). The findings of the qualitative section showed that strategic awareness consists of three main dimensions including strategic content awareness, strategic process awareness, and strategic communication awareness and thirteen components. The results of the quantitative section also indicated that the measurement model has good validity and reliability and that strategic awareness has a positive and significant effect on sales performance. The research findings show that organizations' investment in developing strategic awareness of sales employees, by strengthening the understanding of strategic goals, developing cognitive capabilities, and improving strategic communication, can lead to more effective implementation of marketing strategies and ultimately improving sales performance.