8 Sales and Marketing Trends for 2024

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Recruiting and retaining good professionals in a company is not a simple task. Likewise, guiding them to identify the most promising paths to boost their career in the commercial area requires being constantly updated on the main sales and marketing trends.

As experts in the field, we want to help you fulfill these missions with excellence. For this reason, in the 2024 Job and Salary Survey , developed in partnership with Salesjobs , we mapped the eight trends that will shape sales and marketing in the coming years.

In this article, we will present you with a comprehensive overview of these trends and the roles that are gaining prominence from them, providing valuable insights to improve your professional strategies.

The study carried out by Foursales indicates that, of the eight sales and marketing trends for 2024, five had already been previously highlighted by our experts and remain relevant for this year.

The three new trends, in turn, refer to UGC (User Generated Content), ABM (Account-Based Marketing) and Artificial Intelligence (AI).

Below, learn more about each of them:

1. Intersection between sales and marketing
We recently published an article explaining guatemala phone number list why you should integrate sales and marketing in your business by 2024. A few years ago, these sectors worked in a disconnected way, but the emergence of the Predictable Revenue model integrated them, resulting in more effective sharing of information and processes.

As a result, the growing convergence between sales and marketing is creating roles that require balanced skills in both areas . This trend, identified by Foursales experts in 2023, is expected to gain even more prominence in 2024, especially in Middle & Top Management positions.

In other words, the search for leaders capable of viewing the sales funnel holistically, integrating the perspectives of both sectors, will become more prevalent. Thus, positions such as Head/Growth Manager, Head/Revenue Manager and Sales & Marketing Operations Manager are created.

According to the Job and Salary Survey, these roles require professionals to have expertise in both generating, nurturing and qualifying leads and closing deals.

In short, the predominant challenge remains overcoming the existing barriers between Sales and Marketing and uniting these areas through automated tools.

2. Knowledge in T
Several automations have been applied to more transactional sales demands. Therefore, the salesperson begins to act as a strategic agent focused on establishing relationships with customers and offering personalized solutions.

In this context, “T-shaped Knowledge” becomes a sales and marketing trend. It is nothing more than a technical skill focused on a specific sector in a product or service.

This means that positions such as Account Manager or Sales Executive take on a crucial role in organizations, requiring specialists who have in-depth knowledge not only of the product or service, but also of a specific market segment .

As a result, it is understood that the growing specialization among sales professionals is one of the main trends for the coming years.

Furthermore, it is important to note that the compensation of these specialists is considerably higher compared to conventional sales executives. This reflects the high demand for the knowledge and skills they possess in establishing valuable connections with diverse clients within their segments.

3. Data-driven marketing
In organizations, there is a trend towards increasing marketing positions along the sales funnel. As customers are increasingly prospected, nurtured and qualified through digital channels, the demand for marketing professionals is on the rise.

This is because conclusions and sales decisions are now based on concrete data and in-depth analyses, and for this reason, such positions play an essential role.

As a result, projections from the Jobs and Salaries Survey indicate a growing demand for professionals specialized in Market Intelligence or Business Intelligence, dedicated to interpreting data to offer valuable insights to all teams.

In addition, automation specialists are also gaining prominence. Thus, the following roles are expected to be in high demand in companies by 2024:

Market Intelligence Manager;
Data Analytics Specialist;
Consumer Insights Specialist;
Marketing Automation Specialist.
4. Customer Journey
There has been much discussion in the sales and marketing areas about the importance of monitoring consumer experience. Constantly monitoring the customer journey is essential to identify any dissatisfaction, doubts and problems.

Furthermore, the customer experience has evolved into an omnichannel model, requiring continuous attention and optimization at all stages of interaction. In this way, by ensuring excellence at all points of contact with the company, the chances of increasing the consumer's Lifetime Value are increased, generating positive impacts on the organization's results.

In this context, therefore, there is a significant increase in the positions of Customer Success, Customer Engagement, CRM Manager, among others. Furthermore, other positions such as UX Designer and UI Designer, also related to the customer journey, are on the rise in 2024.

5. LGPD
In 2023, we published a material addressing how the General Data Protection Law will change the performance of the commercial sector . The restrictions established in the LGPD in 2020, depending on the speed at which they are applied, may have direct effects on positions and salaries as early as 2024, which makes it one of the major sales and marketing trends.

As an example, the Job and Salary Survey mentions the limitation of the use of cookies, which will impact paid media strategies. Consequently, it will trigger the need to create own sales channels anchored in communities and the generation of social content.

Within this scenario, roles focused on creating high-quality content, such as Content Manager, and building engaged communities, such as Community Manager and Social Media Manager, will play an even more important role in the coming years.

In short, as data protection regulations evolve, positions that prioritize authentic content generation and community building will cement their strategic relevance in the business landscape.