The corporate world is experiencing a great and rapid transformation in its processes and work patterns. This “wave” of changes impacts all business areas, forcing managers to adapt to the new scenario. We can already see, for example, some trends for sales and marketing.
However, what are they? Why is it essential to know them? What can sales and marketing leaders do to stay up to date?
What are the main trends in these areas?
In the book “Innovation – the art of Steve Jobs”, by the author Carmine Gallo, we talk about the importance of seeing “beyond the horizon”, that is, having a vision of what is to come in the corporate world. Following this principle, we will list trends that dictate the posterity of the sales and marketing area.
Martech indoors
Marketing technology or martech is a concept that enhances the use of tools, platforms, and various types of software in the marketing area. Since these technologies play an increasingly central role in marketing, martech companies have emerged.
In addition to digital tools, martechs work in the construction of communication strategies and campaigns. In this way, the business can differentiate itself from competing companies and provide an excellent experience for the consumer.
To go digital, some organizations decide not to hire the services of other companies. What they do is to insert digital transformation in the marketing sector. For this, they hire professionals who have skills, such as:
- communication;
- adaptability;
- agility;
- collaboration;
- resilience.
In addition, these employees focus their services on conversion strategies (for example, the sales funnel) and on the customer experience. Another important and desirable technique in these professionals is the tech skill s – skills with technology.
Not to mention the need to know the concepts and methodologies of digital marketing. We can also emphasize the practice of financial management and the command of the English language. Among the most outstanding positions in the sales and marketing area, we can mention:
- CX (customer experience);
- head of growth;
- e-commerce manager;
- sales executive;
- commercial manager.
The result of this set of competencies in an internal team is the generation of business, in addition to greater profitability for the company.
E-commerce
According to numbers of the Brazilian Association of Electronic Commerce (ABCOMM), Brazilian e-commerce is expanding and should generate profits in the margin of 106 billion reais. This research reflects a change in consumer behavior that now uses the internet to make purchases.
Due to this trend, the sales and marketing areas of companies invest in techniques and tools aimed at electronic commerce.
In order not to lose sales, some commercial sectors that did not have strong participation in e-commerce started to invest in the virtual environment. Among these areas, we can mention food and beverages, health, and the pet shop.
But what to expect from sales and marketing strategies in e-commerce? Looking to the not too distant future virtual companies will need a lot of commercial intelligence to stand out in an economically fragile market.
In this scenario, the marketing area will focus on generating visibility for the business while striving to increase the number of customers, as well as expanding the market.
On the other hand, the sales team will need to discover the needs and wants of customers. In this way, the team will offer personalized products and services, in addition to an excellent consumer experience.
Data measurement software
Among the applications that follow trends in the sales and marketing area is business intelligence (BI) and customer relationship management (CRM). The first software is used to capture market information that reduces risk and increases the likelihood of business success.
We can say that BI inserts competitive intelligence in the sales and marketing sectors. After all, the data obtained to assist in strategic, efficient, and operational decisions. With BI, it is also possible to implement benchmarking to study good competition practices and apply them in your company.
On the other hand, CRM is a tool that helps in the relationship, as well as in building an excellent experience for customers. When the sales professional contacts a consumer, the application allows for a closer interaction due to the history already stored.
This database can be used by the marketing team with the information provided by BI, making customer relationship strategies even more effective. In return, these two applications can also be used by the recruitment industry. Since capturing data from potential candidates and good recruitment practices from other companies can innovate processes, in addition to attracting talented professionals to the business.
How to stay updated?
The best way to keep up with sales and marketing trends is through the internet. Nowadays, there are forums and groups on corporate social networks that debate about innovations in these sectors. In these environments, many videos and articles are shared – great resources for updating.
Another way to find out about trends is by following renowned sales and marketing professionals on social networks. These act as digital influencers and, therefore, always spread the news very quickly.
We can also mention another tip: follow blogs from companies in these areas or sectors that have a certain relationship with them. For example, the Robert Half blog regularly publishes relevant articles on trends and other important topics that help professionals stay up to date.
Anyway, changes are inevitable. Great! After all, stagnation does not promote improvements, but innovation manages to make the processes of the corporate world even better. It is up to managers to take advantage of each new trend in the sales and marketing area to advance the company’s progress.