The corporate world is experiencing a great and rapid transformation in its work processes and standards. This “wave” of changes impacts all business areas, forcing managers to adapt to the new scenario. We can already see, for example, some trends in sales and marketing .

However, what are they? Why is it essential to know them? What can sales and marketing leaders do to stay current?

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 is a concept that expands the use of tools, platforms, and various types of software in the marketing field. As these technologies play an increasingly important role in marketing.

In addition to digital tools, marketers work on creating communication strategies and campaigns. In this way, the business is able to differentiate itself from competing companies and provide the consumer with a great experience.

In order to go digital, some organizations decide not to hire the services of other companies. What they do is insert digital transformation into 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 – skills with technology.

Not to mention the need to know the concepts and methodologies of digital marketing. You can also emphasize the practice of financial management and foreign language skills. 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 skills 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 Electronic Commerce Association (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 a strong participation in e-commerce started to invest in the virtual environment. Among these areas, we can mention: food and drinks, health and the petshop.

But what to expect from sales and marketing strategies in electronic commerce? Looking into the near future, after the crisis period, virtual companies will need a lot of business 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 customers’ needs and wants. Thus, 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 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 a closer interaction due to the history already stored.

This database can be used by the marketing team with the information given 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 trends in the sales and marketing area 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 of knowing 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 of companies in these areas or sectors that have a certain relationship with them.

Anyway, changes are inevitable. How nice! 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.