External, this starts with your resume (you're initial offer will be higher, if you have a great/aligned/professional resume), is also greatly benefited by getting the recruiter/HR lead to be on your side / help negotiate for you, how you handle the conversation early on in the process, whether they reached out to you or you applied, it matters what you're making now, the industry standard/avg, how you approach the conversation, whether you do this digitally or over the phone, etc... varies in tech spaces vs others, stocks/bonuses/RSU's, etc..., at least 20 other things one could negotiate for beyond money, defintely lots of pieces here --- one thing is many people get excited they finally get an offer, the fumble/bumble and often don't even negotiate at all, even when this is part of the coaching services they invested in, so ensuring you're by their side, guiding them at this point is step 0 so to speak! Internal is a completely different thing.