As markets become increasingly competitive and global, sales and marketing functions are growing. Today they are the first work on the selection of managers. Every year in France, companies recruit more than 30,000 people. Like the other core functions of the company, commercial and marketing functions are subject to the same significant economic fluctuations as their own development rules in order to better respond to company strategies.
But, as a difficult trend, these two functions are marked by large structural mutations that are specific to them. Thus, the commercial function in France knows a certain rehabilitation, improving its image and, as a result, increasing its attractiveness. The reality of the business is also changing: the forms, styles and methods of sales are diversified, and sales departments occupy all or part of the field of operational marketing. There is also the proliferation of new forms of sales: distance sales are gaining momentum, and business development is finding new areas for experimentation.
Finally, there is an expansion of the export sales function, which is developing in an increasing number of business sectors. In fact, recruiters take into account the complexity of the commercial environment when defining profiles and, therefore, increase the level of primary education. The marketing function is also affected by qualitative and quantitative changes. In particular, it is being strengthened or developed in new areas of activity: the public sector, industry, and the service sector. In terms of quality, the center of gravity of marketing activities moves from the product to the buyer.
This transformation is reflected in the emergence of new enterprises in the field of customer marketing and, in particular, the marketing of relationships in increasingly large sectorial environments. New knowledge and profiles are being created that are more specialized than in the past. These respective development trends help bring these two great functions together. Marketing and sales transactions converge with each other; the profiles required for a particular function are sometimes similar. Finally, some of the so-called hybrid deals are on the border between marketing and sales. This repository of leading sales and marketing professions offers a series of 27 job descriptions that will enable young graduates, managers, and HR professionals to find their way to change and often poorly understood functions.
Marketing and business analyst. Some companies give commercial and / or marketing functions a prominent role in their organizations. These “bastions” consist of companies that, in proportion to their workforce, hire many managers to these positions and give them the opportunity to influence the overall strategy of the company. In general, the weight of sales and marketing increases when the product is sufficiently standardized. Thus, the power of differentiation depends on the setting of the product – the mission of marketers – and the ability of the seller to convince. More specifically, the weight of the marketing function is especially important when the target market for the business is the general public. Mass consumption (including home and personal equipment, food, etc.) assigns a key role to marketing.
This also applies to the sectors of office automation and IT, as well as to the field of advertising agencies (sales of advertising space and business solutions), which are considered good sales schools for young sellers. offering them the opportunity to acquire proven methods and techniques. Companies such as Rank Xerox (office automation) or (software publishing) have a solid reputation in their fields. Many of these companies formalize their sales training know-how and create “sales schools” that future sellers will appreciate. Depending on the field of knowledge, other categories of novice employers can be considered as significant recruiters and as good business cards for the manager.
Outsourcers (service providers providing call centers to their customers), as well as large integrated call centers (telecommunications, banks, insurance companies, etc.) are one of the main recruiters in the field of customer relations (sales, consulting and telephone support).