Few dispute that a key factor for business success is acquiring and developing top talent in key positions. Key positions in any business are those that drive revenues – namely Marketing and Sales. With all the talk of social media’s impact on the marketing and sales function of companies, many businesses are trying to identify how to adapt their current people and processes to leverage the new approaches. As marketing and sales recruiters, Naviga focuses on the people component of change for 100s of companies in North America. Some of the key changes we are seeing in our clients’ talent needs as a result of these changes are:
- In Marketing roles, companies are emphasizing expertise in digital media, including content marketing, social networks, youtube / video marketing, and mobile commerce and apps. Key skills businesses are looking for include finding and qualifying leads through their online communications channels, and moving them successfully into the sales process.
- In Sales roles, our clients look for a proven track record of engagement with clients using creative value-adding strategies. Successful strategic selling leverages digital media and social networks to create bonds with clients. Top talent leverages these tools to send helpful content to prospects, share information about client interests, or get involved in Groups or causes of interest prospects. The bottom line is results for sales representatives. However, the way those results are accomplished and whether reps leverage the new ways to communicate is becoming a key selection criteria.
- For leadership positions, it is becoming more critical to show a proven track record of building sales and marketing processes that leverage digital media and social networks to improve the effectiveness of their teams. As businesses build and enhance their online and social presence, business opportunities come from many different directions and there needs to be a systematic process for collecting and qualifying leads, moving prospects through the sales process efficiently, and closing deals.
There is no doubt the world we live in and the way we communicate has changed dramatically. Businesses must invest in their teams to develop key skills that can take advantage of these changes and thrive.
Kevin Steffey is President of Naviga Recruiting & Executive Search, a national Sales and Marketing Recruitment firm. Kevin and Naviga have a passion for sales and marketing positions due to their direct impact on the growth of their customers. Check out www.navigarecruiting.com to engage a partner in growing and developing your team.