While 2021 got off to a strange start with the majority of the country being curtailed by lockdown restrictions, the demand for sales and marketing talent continued to soar. As sales has continued to evolve over the past decade, with marketing and customer success now tied in as part of a data-driven approach to growing and retaining business, sales operations has grown in importance for larger companies to optimise their sales processes and go-to-market strategies.
Marketing has seen a huge transformation toward digital over the last decade and the pace is intensifying as consumers that are unable or reluctant to visit stores during the pandemic are embracing online purchases. This means that it is more important than ever for companies to deliver quality digital experiences, enjoyable customer experiences and digital marketing campaigns that drive brand awareness and eCommerce revenue. Marketing technology is taking centre stage for many larger companies to compliment sales operations and this will continue well into 2022 and beyond.