The Mad Men days of instinct and intuition being the key to brilliant marketing strategies are now behind us. While the need for creativity remains, data and market analysis are now an equally important part of the sales and marketing equation.
As businesses become more technologically savvy, the data at their disposal is growing leaps and bounds. Marketers and salespeople are tasked with processing this store of information and using it to develop shrewd sales strategies that optimize their employer’s return on investment. Increasingly sophisticated tools are used to comb through mountains of data and uncover trends in consumer demographics and behavior. With a deep understanding of customers in their back pocket, sales and marketing professionals are able to craft highly targeted sales and marketing communications that are more effective than ever before.
Beyond the rise of analytic sales and marketing tools, digital skills of all kinds are in demand. Employers are looking for proficiency with various digital tools such as customer relationship management (CRM) software, lead nurturing software, search engine marketing (SEM, SEO and PPC) and various other forms of digital marketing.