The Present and Future of the B2B Sales Profession

Hi, I'm Carlos Valdez, founder and director of Marketing and Sales, and this is my video-audio-blog for Monday, August 5th. Now, Mondays are when we will publish our weekly blog to reach a wider audience instead of Fridays, and interviews will continue every Wednesday. Thank you very much for your support. The text reads as follows: this week we review the key aspects of the study titled "The Present and Future of the B2B Sales Profession," conducted by Samer Elhajjar, Laurent Yacoub, and Fadila Ouaida, published in the Journal of Personal Selling & Sales Management in March 2023.

According to the site of the Council of Deans of Business Schools in Australia, where the ranking of the world's most respected academic and business research journals takes place, and whose last update was in 2022, we can comment that the Journal of Personal Selling and Sales Management obtains an “A” rating from this council, being the journal dedicated to sales with the highest rating.

The study we will share offers a detailed view of the evolving landscape within B2B sales, highlighting new job titles, required skills, essential personal attributes, main responsibilities, and the growing importance of AI and soft skills.

This post is of special interest to sales professionals, sales managers, the sales academy, and university students interested in sales. So, if you know someone in these groups, share this writing with them as it will be very useful for staying updated.

The sections we will share are:

• New Job Titles in Sales
• Skills Required for B2B Sales Professionals
• Essential Personal Attributes
• Main Responsibilities in B2B Sales
• Future Trends and Evolutions: The Role of AI
• Conclusions

Let's start with New Job Titles in Sales.

The authors analyzed 565 job descriptions published on LinkedIn in Singapore, France, Australia, the United States, and Lebanon, to determine the current responsibilities and skills demanded of B2B sales professionals. The evolution of B2B sales has introduced new job titles that reflect dynamic changes within the market. According to the study, although "Sales Representative" and "Business Developer" remain the most mentioned, there is a notable increase in the role of "Sales Specialist." This emergence points to a shift towards more specialized knowledge and experience in specific industry sectors, highlighting the growing complexity and specialization within the field of sales.

Classification of Job Titles in Sales According to the Study:

• Sales Representative - 21.06%
• Business Developer - 16.28%
• Sales Specialist - 14.86%
• Sales Leader - 12.03%
• Sales Trainer - 9.91%
• Sales Agent - 8.49%
• Sales Consultant - 6.19%
• Sales Associate - 4.95%
• Account Representative – 1.94%

We will now continue with the skills required for the B2B sales profession.

For this, the authors surveyed 380 B2B sales professionals in the aforementioned countries, leading to an updated taxonomy of sales roles reflecting the integration of technology in daily operations. To effectively meet the demands of modern B2B sales roles, professionals must be equipped with a robust set of skills. Effective communication is paramount, essential for building long-lasting relationships with clients. Additionally, competency in Customer Relationship Management (CRM) systems is critical, emphasized by 78% of job offers. Professionals are also expected to possess strong leadership and negotiation skills, along with the ability to manage time effectively and multitask efficiently.

Required Skills:

• Communication Skills - 85%
• Customer Relationship Management (CRM) Software - 78%
• Leadership Skills - 71%
• Negotiation Skills - 66%
• Time Management - 60%
• Business Intelligence Skills - 60%
• Planning Skills - 56%
• Creativity - 43%
• Project Management - 38%
• Teamwork Skills - 36%

Essential Personal Attributes

The personal attributes of sales professionals are crucial, as soft skills play a vital role in the success of B2B sales. Motivation tops the list, underlining the need for continuous drive and goal orientation. Dedication and resilience are also highly valued, allowing professionals to thrive through challenges and maintain high performance. Adaptability is another critical trait, reflecting the need to modify strategies and approaches in a fluid sales environment.

Key Personal Attributes:

• Motivation - 78%
• Dedication - 75%
• Resilience - 67%
• Adaptability - 66%
• Energy - 56%
• Passion - 49%
• Autonomy - 44%
• Persistence - 33%
• Independence - 31%
• Rigor - 24%

Main Responsibilities in B2B Sales

We will continue with the responsibilities. For this, the authors conducted 33 semi-structured interviews with sales professionals from the aforementioned countries, aimed at predicting future skill sets required in the realm of B2B sales. Today's B2B sales roles come with several key responsibilities. Enabling potential customers is paramount, focusing on developing strategies that directly contribute to customer acquisition and conversion. Managing relationships and business development are crucial, requiring professionals to foster long-lasting relationships with clients and actively seek new business opportunities. Additionally, the ability to deliver engaging presentations and effectively manage sales funnels is fundamental to success in these roles.

Main Responsibilities:

• Enabling Potential Customers - 69%
• Relationship Management - 61%
• Business Development - 60%
• Presentation Delivery - 58%
• Prospecting - 47%
• Analysis - 46%
• Reporting - 37%
• Lead Nurturing - 32%
• Training - 29%
• Evaluation - 21%

Future Trends and Evolutions: The Role of AI

Looking to the future, the research highlights significant anticipated changes, including increased automation and integration of AI. This technological shift suggests that routine tasks can be automated, allowing sales professionals to focus more on strategic aspects of their roles. New sales roles are expected to emerge, such as "Sales Analysts," emphasizing the need for professionals who can analyze and interpret data to drive sales strategies. Digital competency is becoming increasingly crucial, with digital prospecting set to become a key skill as traditional methods of interacting with clients are complemented or replaced by digital interactions.

Conclusions

The findings of the study suggest that the B2B sales profession is undergoing a significant transformation, driven by technological advancements and changing market dynamics. Sales professionals will need to adapt to a technology-driven, analytical, and strategic role to succeed in this evolving environment. The integration of sales and technology, along with the continued development of new skills, particularly in AI and big data analysis, will be crucial for maintaining competitiveness and effectiveness in the field. This emphasis on AI learning and the cultivation of soft skills highlights the critical importance of staying at the forefront of technological competition, while also fostering the personal attributes that drive successful sales relationships. Mastery in both areas will be essential for effectively navigating the future landscape of B2B sales.

Thank you for your attention and remember that in Marketing and Sales we always have to generate value.

Until next time.

Dr. Carlos Valdez

References:

Elhajjar, S., Yacoub, L., & Ouaida, F. (2023). The present and future of the B2B sales profession. Journal of Personal Selling & Sales Management, 43(2), 123–145.