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In-demand Sales skills and Marketing skills

In-demand Sales skills and Marketing skills
Submitted by Harry Double on

Being able to identify key sales and marketing skills in prospective new team members is an important part of the recruitment process. Picking out those skills that will have the biggest impact on your business in its current situation can be the difference between a good hire and a great hire.

Our Global Workplace Survey for our 2024 Salary Guide where we surveyed over 4,000 employees and hiring managers showed that 79% of Sales & Marketing professionals are actively looking or planning to move jobs in the next 6 months.

In that case, as a professional in either of these fields, knowing which skills employers value the most will give you an edge in your career. If you can upskill or show your prowess in those specific areas, it will increase your attractiveness if you are looking for a new job, but equally strengthen your prospects with your current employer if you’re not on the move.

As part of our salary guide, we identified some of the most important skill sets that employers globally look for when hiring into their Sales & Marketing teams. Here’s what we found…

Key sales skills:

CRM and AI

Salespeople are making the most of proficiency in Customer Relationship Management (CRM) systems such as Salesforce. Beyond simply understanding core CRM functionality, top salespeople excel at leveraging advanced AI features, giving them the ability to build genuine connections at scale, drive efficiencies, and ensure they’re nurturing and converting customers.

Relationship Building

In the high-stakes world of sales, where partnerships depend on mutual understanding and trust, developing relationships becomes crucial to achieving effective sales conversions. Skilled salespeople take an extra step and perfect their interactions with prospective clients by becoming adept in attentive listening, empathy, and tailored communication.

Business Development

Finding and seizing new business opportunities is integral to success in sales. Professionals with strong business development skills, such as market research, competitive analysis, and customer needs assessment, will have a direct positive impact on their employer’s customer base and revenue growth. A skilled BD professional has the skill to identify lucrative market segments and forge strategic partnerships.

Sales Development

Think of sales development and management as the yin and yang of the sales ecosystem. Similar to business development, sales development and management skills are hugely important. From knowledge of sales tactics and lead generation to client relationship management and sales pipeline management, these are some skills required to enhance sales funnels, boost conversion rates, and help meet sales objectives.

Product / Service expertise

It's an unwritten law that you can't sell what you don't understand. The tech sales space has truly boomed in recent years, so being able to effectively communicate the technical aspects of a product, software or a service is a must-have skill. Depending on your industry, software technical experience will have a significant impact on your sales success.

Key marketing skills:


Being able to tap into the online market is a huge part of marketing today. Experience with e-commerce platforms and tools is a key marketing skill and can assist businesses in enhancing their online presence, growing their clientele, and boosting sales. This extends beyond mere product listing and advertising, encompassing buyer behaviour analysis, conversion funnel optimization, and crafting seamless customer journeys.

Marketing Technology & Automation

Automation is everywhere, and marketing is no exception. The technology tools, data analytics, and customer segmentation capabilities within marketing automation help an organisation improve overall marketing efficiency and increase customer engagement. From lead generation algorithms to data-driven insights, skilled salespeople wield technology as a weapon, optimising pipelines and closing deals with laser-like precision.

Digital Marketing

The ability to promote products and services across all digital platforms is an enormous part of marketing today. Digital marketing is the most valuable field within the marketing profession. Employing digital marketing specialists can boost online presence, enhance consumer engagement, and spur revenue growth. Skilled digital marketing professionals speak the language of SEO, social media algorithms, and content marketing, crafting targeted campaigns that resonate with the right audience at the right time.

Strategic Content Planning

Content is key, and developing a brand requires strategic content planning. From crafting compelling press releases to delivering impactful presentations, from data-driven blog posts to video campaigns, a skilled content marketer sculpts content aligned with brand goals and audience needs, leaving a lasting impression that fuels brand loyalty, reaches brand narratives with diverse audiences, and drives results.

Marketing Operations

Every successful campaign is the result of a strategic marketing operation. A marketing professional’s core skills include the ability to predict trends, identify inefficiencies, and ensure every marketing dollar is strategically allocated. Their data-driven insights optimise campaign performance and propel brands towards sustainable growth.

Brand Strategy

A brand is more than a logo; it's a living, breathing entity with a distinct story to tell. Brand strategists must be skilled at deciphering essence, crafting unique narratives, shaping visual identities, and ensuring every brand touchpoint embodies its core values. They should have the ability to create brand perception, a strategy that builds trust, loyalty, and ultimately, a community of ardent brand advocates.

Interpersonal, soft skills

As well as the more technical skills outlined above, there are a few key interpersonal, soft skills for Sales & Marketing that will help improve an individual’s success.

  • Account Management
  • Multiple Languages
  • Project/Planning Management
  • Advanced Communication
  • Emotional Intelligence

If you are looking to hire someone in Sales and Marketing, get in touch today.

Equally, if you are a professional in this area and are looking for your next career move, we have a range of jobs available - you can browse them here.