Despite interruptions to the sales sector caused by the global pandemic, the demand for these professionals remains strong. In fact, studies show that the number of job openings in Canada related to the marketing sector grew by 63% over the last six months. Now is the time for employers to revamp their hiring strategies to prepare for a post-pandemic job market.

One of the most critical sales job trends facing the industry today is the ongoing demand for advanced digital solutions that allow companies to connect to the consumer faster and more efficiently. Along with the need for advanced digital channels also comes the demand for marketers and salespeople with the digital skills needed to maximize the potential this technology has to offer. With the job market expected to remain competitive for the unforeseen future, employers must develop a plan to attract and retain these coveted skilled workers.

To help you with this process, we’ve compiled a list of the latest trends in sales and marketing jobs below.


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prepare for digital-first buyers

With consumers from the Gen Z generation starting to enter the workforce, marketers and salespeople must now cater to customers spanning over four generations. While standard sales tactics may work for the baby boomers and Generation X consumers, younger customers, including Millennials and Gen Zs, want more. Many of these consumers grew up surrounded by technology, so it should come as no surprise that these customers are looking for a digital shopping experience.

Businesses should take steps now to not only invest in this type of digital technology but to also ensure that their sales and marketing teams have the necessary digital skills. This step may require both upskilling and reskilling training as well as a robust hiring strategy.

new buyer-centric model

Whether you’ve noticed or not, the standard sales business model has flipped from a seller-centric model to a buyer-centric one. This fact means that sales teams must make the buying process more personal by focusing on buyer behaviours and preferences.

Fortunately, today’s technology enables companies to gather, store and analyze massive amounts of consumer data. However, these companies must also have employees with the ability to analyze this data and transform it into meaningful reports that the sales and marketing teams can use to target their ideal customers and enhance the buyer’s experience.

diversified digital selling tools and channels

With today’s consumers expecting a heightened level of personalization, it’s crucial for businesses to invest in diversified digital selling tools, channels and platforms, such as social media, web-based and email. This factor is so important that studies show companies are spending 80% of their marketing budgets on digital channels. Companies are also investing in hiring digital marketers with the skills to manage these tools, platforms and channels. In fact, 36% of digital marketing leaders now hold the role of a CMO (Chief Marketing Officer).

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shift of B2B sales

As many sales professionals were forced to transition to remote work, one thing became quite clear – standard sales models were no longer effective. These traditional models relied too much on face-to-face communication to guide the client through the buyer’s journey. Sales professionals had no choice but to adjust, rethink and revamp their sales processes to fit a remote sales cycle. By using a variety of digital channels, sales managers found ways to connect with clients in a more meaningful and effective manner. In fact, recent research reveals that 80% of all B2B interactions between the sales team and the buyer are now conducted on digital channels.

prediction for strong economic growth

Research shows that the Canadian economy is likely on the path to recovery. The country saw an economic growth of 6.5% at the start of 2021 and most experts predict that this growth will continue into 2022. With this economic growth will also come the demand for more salespeople and marketers to help move products and services and guide buyers through the purchasing process. Now is the time for businesses to ramp up their hiring efforts or at least start building a talent pipeline that they can pull from as the need arises.

requirement of tech-driven skills

The effectiveness of emerging technology and digital channels to engage with both B2B and B2C clients throughout the buyer’s journey makes one thing certain – this technology is only going to advance with time. Having technical skills is no longer a want-to-have attribute when hiring for sales and marketing positions. Instead, these skills have become a must-have and are no longer negotiable.

Businesses should conduct a complete skills assessment audit to determine what tech-driven skills, such as data analysis as well as social, SEO, mobile and email marketing skills, are most valuable to their companies. Once these skills are identified, it’s important to incorporate them into your job descriptions and job postings.

permanent remote work options

As is the case with most office-based jobs, many sales and marketing positions that transitioned to remote or even hybrid work during the pandemic are likely to become permanent. With the pandemic starting to subside, employers need to re-evaluate their work-from-home policies and develop a strong remote work model that drives results.

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