From AI-powered tools to shifting buyer behaviours and tighter budgets, the demands on teams are changing, and so are the skills businesses need to succeed.
Here are the key trends we’re seeing in 2025, and what they mean for hiring strategies.
AI-Powered Productivity Is the New Normal
Sales and marketing functions are being transformed by automation and generative AI. From AI-written email campaigns to automated CRM workflows and smart lead scoring, tools like ChatGPT, HubSpot AI, and Gong are now part of the everyday tech stack.
What this means for hiring:
Companies are seeking candidates who not only understand AI tools, but can also use them strategically to save time, increase engagement, and drive better performance. Expect to see “AI fluency” become a regular feature in job specs.
Sales Enablement Is Getting Smarter
With longer sales cycles and more touchpoints, Sales Enablement is becoming a critical function. Teams are looking to arm reps with content, insights, and tools that shorten the deal cycle and improve conversions.
Hiring impact:
RevOps and Sales Enablement roles are on the rise—especially in scaling SaaS and B2B tech companies. Candidates with strong analytical skills, tool knowledge (e.g. Outreach, Salesloft), and cross-team collaboration experience are in high demand.
Demand for “Full-Funnel” Marketers Is Rising
The days of siloed marketing roles are fading. More companies want marketers who can think across brand, demand generation, content, and analytics. The most sought-after marketers are part-creative, part-data scientist.
In job specs right now:
Experience in Google Analytics, HubSpot, LinkedIn Ads, SEO/SEM, and performance content is increasingly being prioritised over generalist experience.
Remote-First Mindsets Open New Talent Pools
Post-pandemic work models have largely stuck in the Sales & Marketing space. Many businesses are now hiring remote-first, especially for marketing and SDR roles, opening the door to a broader (and more cost-effective) talent pool.
Top tip for hiring managers:
Companies offering hybrid or remote options are accessing more specialised talent, while also boosting retention and diversity in their teams.
Retention > Replacement
In a competitive market, companies are focused on retaining their top talent more than ever. We're seeing greater investment in L&D, clearer progression paths, and stronger employer branding across Sales & Marketing teams.
Advice for candidates:
Make sure you're asking about growth plans and team structure, not just salary. Companies who invest in your development will shout about it early.
Whether you're growing a team, hiring your first marketer, or looking for your next opportunity, understanding these trends can help you stay ahead of the curve.
Need market insights, salary benchmarks, or help building your team?
Get in touch with us for more info - Marketing@primis-talent.com