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Job outlook for sales and marketing vice presidents in the United States
Sales and marketing vice president job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected sales and marketing vice president job growth rate is 5% from 2018-2028.
About 23,800 new jobs for sales and marketing vice presidents are projected over the next decade.
Sales and marketing vice president salaries have increased 12% for sales and marketing vice presidents in the last 5 years.
There are over 79,685 sales and marketing vice presidents currently employed in the United States.
There are 158,926 active sales and marketing vice president job openings in the US.
The average sales and marketing vice president salary is $169,384.
Are sales and marketing vice president jobs in demand?
Sales and marketing vice president job and salary trends over time
Sales and marketing vice president jobs over time
Sales and marketing vice president job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 79,685 | 0.02% |
| 2020 | 70,173 | 0.02% |
| 2019 | 71,587 | 0.02% |
| 2018 | 66,975 | 0.02% |
| 2017 | 64,723 | 0.02% |
Average sales and marketing vice president salary over time
Sales and marketing vice president salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $169,384 | $81.43 | +4.5% |
| 2024 | $162,149 | $77.96 | +1.9% |
| 2023 | $159,051 | $76.47 | +2.6% |
| 2022 | $155,005 | $74.52 | +2.6% |
| 2021 | $151,035 | $72.61 | +3.6% |
Sales and marketing vice president jobs by state
Most common states for sales and marketing vice presidents
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 395 | 57% |
| 2 | New Hampshire | 1,342,795 | 342 | 25% |
| 3 | Minnesota | 5,576,606 | 1,326 | 24% |
| 4 | Massachusetts | 6,859,819 | 1,574 | 23% |
| 5 | Wyoming | 579,315 | 134 | 23% |
| 6 | Colorado | 5,607,154 | 1,214 | 22% |
| 7 | Connecticut | 3,588,184 | 775 | 22% |
| 8 | Virginia | 8,470,020 | 1,809 | 21% |
| 9 | South Dakota | 869,666 | 170 | 20% |
| 10 | North Carolina | 10,273,419 | 1,980 | 19% |
| 11 | Georgia | 10,429,379 | 1,968 | 19% |
| 12 | Nebraska | 1,920,076 | 368 | 19% |
| 13 | North Dakota | 755,393 | 144 | 19% |
| 14 | Maryland | 6,052,177 | 1,071 | 18% |
| 15 | Maine | 1,335,907 | 239 | 18% |
| 16 | Alaska | 739,795 | 136 | 18% |
| 17 | Pennsylvania | 12,805,537 | 2,176 | 17% |
| 18 | Oregon | 4,142,776 | 693 | 17% |
| 19 | Delaware | 961,939 | 168 | 17% |
| 20 | Arizona | 7,016,270 | 1,143 | 16% |
Most common cities for sales and marketing vice presidents
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Plainfield | 2 | 5% | $152,855 |
| 2 | Maple Grove | 2 | 3% | $147,075 |
| 3 | West Des Moines | 1 | 2% | $141,729 |
| 4 | Beaverton | 1 | 1% | $150,883 |
| 5 | Gaithersburg | 1 | 1% | $151,558 |
| 6 | Newport Beach | 1 | 1% | $182,045 |
| 7 | Norwalk | 1 | 1% | $182,799 |
| 8 | Pleasanton | 1 | 1% | $186,013 |
| 9 | Dallas | 1 | 0% | $140,983 |
| 10 | Philadelphia | 1 | 0% | $133,226 |
| 11 | Saint Louis | 1 | 0% | $176,656 |
| 12 | San Antonio | 1 | 0% | $141,751 |
| 13 | Seattle | 1 | 0% | $157,381 |
Sales And Marketing Vice President job outlook: Expert opinions
Our panel of sales and marketing vice president experts
Texas Christian University
Texas Christian University
University of Maryland
Towson University
Baylor University
Auburn University-Montgomery
Auburn University-Montgomery
East Stroudsburg University of Pennsylvania
Tusculum University
Delta State University
Old Dominion University
Wayland Baptist University, Anchorage
Western New England University
University of Virginia
James Madison University
Menlo College
Roger Williams University
Longwood University
Aquinas College
Montana State University
Ken Corbit Ph.D.
Assistant Professor of Professional Practice in MarketingTexas Christian University
Specialized Sales, Merchandising And Marketing Operations
What general advice would you give to a Sales And Marketing Vice President?
Ken Corbit Ph.D.: Strategic
Company Selection:
Focus on joining companies with robust sales training programs, emphasizing consultative selling. Look for organizations that invest in your development, providing live calling experiences, quota-driven sales processes, and exposure to tools like Salesforce.
Tech
Proficiency and Sales Tools Mastery:
Familiarize yourself with cutting-edge sales technologies, including CRM tools like Salesforce. Your proficiency in these tools will not only streamline your sales processes but also position you as a tech-savvy professional in the competitive sales landscape.
Hands-On
Experience:
Actively engage in live calling, take ownership of sales funnels, and work with senior hiring authorities during your training. This hands-on experience will not only build your confidence but also prepare you for the challenges of consultative selling.
Research
and Decision-Making Skills:
Develop strong research skills to evaluate companies based on fit, growth opportunities, compensation structures, and overall potential. This informed decision-making approach will set you apart and empower you to navigate the sales landscape strategically.
Mentorship
and Networking:
Seek mentorship both within and outside your organization. Building relationships with mentors who invest in your sales skills and knowledge will provide valuable insights. Additionally, actively participate in online forums to connect with practical sales
knowledge and best practices.
What Sales And Marketing Vice President skills would you recommend for someone trying to advance their career?
Ken Corbit Ph.D.: AI-Integrated Consultative Selling: Recognize the evolving role of AI in sales. Embrace AI tools that enhance your pre-call preparation, role-playing, agenda setting, and call talk track development. Stay ahead by incorporating AI into your sales strategies to deliver personalized and efficient client engagements.
What will help Sales And Marketing Vice Presidents increase their earning potential?
Ken Corbit Ph.D.: Holistic
Knowledge Mastery:
Become an expert in your industry, staying abreast of market trends, and thoroughly understanding the products/services you sell. This comprehensive knowledge will empower you to provide exceptional value, resulting in higher sales success and increased client
retention.
Strategic
Question-Based Selling:
Master the art of question-based selling. Use insightful questions to uncover client needs, address pain points, and tailor your approach. This strategic skill will not only boost initial sales but also contribute to secondary sales and long-term client satisfaction.
Compensation
Structure Expertise:
Understand your organization's compensation structure thoroughly. This includes baseline compensation, commission and bonus plans, and additional benefits. This knowledge allows you to set realistic targets, maximize your earnings, and take full advantage
of uncapped commission structures.
Consistent
Target Achievement:
Consistently meet or exceed targets and quotas to demonstrate your value. This not only enhances your immediate success but also positions you for continuous earning potential, especially in roles with uncapped commissions.
Negotiation
and Value Recognition:
Develop negotiation skills to ensure you are compensated appropriately. Recognize your worth and, when appropriate, discuss compensation adjustments or additional benefits with your employer. A proactive approach to recognizing and articulating your value
contributes to your overall salary potential.
In a rapidly evolving sales landscape, continuous learning, tech adaptability, and proactive career management are fundamental for achieving sustained success in consultative sales.
Dr. Brandon Chicotsky
Assistant Professor of Professional Practice in Marketing at the TCU Neeley School of BusinessTexas Christian University
Specialized Sales, Merchandising And Marketing Operations
What skills stand out on Sales And Marketing Vice President resumes?
Dr. Brandon Chicotsky: Substantiated numbers such as sales pipeline efficiency, callbacks, meetings, and repeat purchasing are more important than listing responsibilities. Also, management-level personnel should have team growth numbers and coaching methodologies listed with substantiated returns from such efforts.
Roland Rust Ph.D.
Distinguished University Professor, David Bruce Smith Chair in Marketing, Executive Director, Center for Excellence in Service, Ph.D., Business Administration, University of North Carolina at Chapel Hill MarketingUniversity of Maryland
Robert H. Smith School of Business
What skills stand out on Sales And Marketing Vice President resumes?
Roland Rust Ph.D.: One might think that a stellar sales record would be most important, but that would be most relevant only if the individual has prior sales manager experience. If promoting a salesperson to sales manager, the thing that may be missing is administrative and managerial skills. In addition, we are in a technological revolution, driven by AI, which means that prior knowledge and experience with AI-related analysis would also definitely stand out (although probably hard to find).
Erin Steffes Ph.D.
Department Chair and ProfessorTowson University
Marketing Department
What skills stand out on Sales And Marketing Vice President resumes?
Erin Steffes Ph.D.: Entry-level marketing positions span a wide range of responsibilities, and as such, there are many different skill sets depending on the job itself. For example, many recent grads will pursue a position in digital marketing wherein proficiencies in search engine optimization, online advertising, web design, and data analytics are key skill sets. On the other hand, many recent grads pursue a career in sales wherein proficiencies in business development, networking, personal selling, and data analytics are valued. Someone hiring for a general marketing coordinator position would likely look for a candidate with a solid understanding of marketing theory and excellent critical and creative thinking skills.
What soft skills should all Sales And Marketing Vice Presidents possess?
Erin Steffes Ph.D.: Students often underestimate the importance of soft skills. To succeed in a marketing career, you need to be able to communicate effectively both verbally and in writing, work well in a team environment, use critical and creative thinking, and get along with others. On an individual level, successful marketers are typically good time managers, decisive, adaptable to change, good listeners, and open to feedback. Emotional intelligence plays a significant role in one's career progression and success.
What hard/technical skills are most important for Sales And Marketing Vice Presidents?
Erin Steffes Ph.D.: As a science and an art, marketing utilizes both soft skills and technical skills on a daily basis. While some technologies are industry-specific, having an understanding and basic mastery of data analysis, statistics, data visualization, digital marketing, marketing research, and customer relationship management will position a candidate well.
What skills will help Sales And Marketing Vice Presidents earn the most?
Erin Steffes Ph.D.: At the end of the day, firms want to hire candidates that will contribute value over the long term and are adaptable to change. Demonstrating that you have the skills to do the job at hand while signaling that you are willing to contribute to the team is critical in landing that first job. One of the most important lessons for a job candidate or new hire is to eliminate the notion that something "is not my job." Your new career will give you many opportunities to create value for your customers, your colleagues, or the firm as a whole, many of which may lie beyond your immediate scope of responsibility.
Andrea Dixon Ph.D.
Executive Director, Center for Professional Selling, Frank and Floy Smith Holloway Endowed Professorship in Marketing, President, University Sales Center Alliance 2019-2021Baylor University
Hankamer School of Business
What skills stand out on Sales And Marketing Vice President resumes?
Andrea Dixon Ph.D.: Like salespeople, sales managers must focus their resumes on tangible, objective performance results that are achieved by their teams.
Growth in revenue or quota attainment for the overall team are examples of the types of objective performance results that matter.
High-performing sales managers also highlight long-term performance indicators, which includes both long-term revenue growth by the unit
AND investment metrics that signal the sales manager is building company results for the long run. For example, a high-performance sales manager focuses on building and maintaining a high-performing unit. Such a manager looks to move low performers to other roles where they can be successful.
Another investment metric that a sales manager can signal is the percent of their unit promoted to managerial roles in the organization.
What soft skills should all Sales And Marketing Vice Presidents possess?
Andrea Dixon Ph.D.: Since sales professionals have a lot of information available to them today via customer relationship management (CRM) systems, the sales manager's "supervisory" role is less important (especially for experienced sellers). Consequently, the sales manager needs to be more of a coach and enabler of high performance. Having confidence balanced with humility allows the sales manager to engage more effectively with their salespeople.
One of the critical soft skills for sales managers going forward will be the ability to connect members of the sales team to others in the organization - in other words, the sales manager of the future needs to have strong skills in network building for others. Sellers have access to data which helps them build success.
They also need access to the right people to turn to when they need specific expertise or assistance.
What hard/technical skills are most important for Sales And Marketing Vice Presidents?
Andrea Dixon Ph.D.: One of the growing technical skill requirements for sales managers is in the area of data analytics. Our performance and customer systems provide a myriad of data, and the role of the sales manager is to be a sense-maker of that mound of data. What are the implications for changes in strategy or behavior evident in last quarter's activity? How can the sales manager help a specific seller "see" where the data suggest new approaches?
What skills will help Sales And Marketing Vice Presidents earn the most?
Andrea Dixon Ph.D.: People who can recognize patterns (in data, in people), build connections with and across others, create a focus on high-performance behaviors, and lead with a confident humility are those who will win today and in the future business environment.
Will there be an enduring impact of the coronavirus pandemic on Sales And Marketing Vice Presidents?
Jeff Bates: I believe there will be an impact on everyone, but especially our younger generation, as we progress into the Covid future. The current students have entered into a new realm of attending college and will face similar challenges in entering the workplace. The traditional method of interviewing, learning a new job, and even interacting with co-workers will be altered in at least the near future. Graduates will need much greater on-line communication skills and will probably need to be more self-taught in their new positions instead of learning from in-person mentoring.
What's a day at work look like for a Sales And Marketing Vice President?
Jeff Bates: As Covid has spread across the world, we have seen companies find alternative methods to allow their businesses to continue being productive. According to Jeremy Powell, Chair of the Federal Reserve, we are scheduled to have one of the most robust economies that has occurred in a very long time over the next few years. Graduates will acclimate themselves and I believe will probably find the new work environment easier to handle than workers that have been more accustomed to the way business was done in the past. The current generation of graduates has grown up in a tech heavy world so they should be comfortable in this new environment of the workplace that relies heavily on Zoom and other non-traditional methods. It is very likely that the recent graduates will work at least part time remotely. In some instances, we are seeing people find themselves working for a company that is located in another state or even another country without ever going to the office in person. This trend is very likely to continue and grow.
What will help Sales And Marketing Vice Presidents increase their earning potential?
Jeff Bates: The same thing will help people in any field continue to increase their earning potential as in the past. If an employee can find a way to differentiate themselves in a positive manner and make themselves valuable or even invaluable to their company, they should see increased earnings potential. Learning a foreign language, computer skills such as Excel, good math skills, and the ability to communicate will prove to be extremely important in advancing one's career.
Mary Kiker Ph.D.
Professor of ManagementAuburn University-Montgomery
Department of Business Administration
What are the biggest trends we'll see in the Sales And Marketing Vice President job market given the pandemic?
Mary Kiker Ph.D.: Yes, I think there will be an enduring impact of the pandemic on graduates. They now realize that life can change drastically in an instant. They realized that they had to change their behavior, be flexible, and they realized that circumstances out of their control will impact their life dramatically.
What soft skills should all Sales And Marketing Vice Presidents possess?
Mary Kiker Ph.D.: A good job is one that graduating students can get in their field of study making a decent salary. There are many "good" jobs out there. If you're asking about high-paying jobs or in-demand jobs, then those are most likely in the IT sector.
What will help Sales And Marketing Vice Presidents increase their earning potential?
Mary Kiker Ph.D.: For people in human resource management, earning an HR certification will increase their earning potential (SHRM-CP or PHR).
Will there be an enduring impact of the coronavirus pandemic on Sales And Marketing Vice Presidents?
Weichu Xu Ph.D.: There are enduring impact of the covid-19 pandemic on graduate. We have students who are not get used to online classes and asked for suspension for one semester or one year. Some students ever dropped out of school. This will greatly delayed their normal schedule to graduate and their future career.
What certifications/licenses/courses can have the biggest impact for Sales And Marketing Vice Presidents?
Weichu Xu Ph.D.: We are designed some certifications to our students after they finish several classes together. For example, soft skills certification after finished business communication, organizational leadership, human resource management, organizational behaviors and team management classes etc. Project management certification after students finish relevant project management classes and pass PMP test. Data analysis certification with SAS after students finish basic data analysis using SAS, advanced data analysis using SAS, Data mining using SAS, machine learning using SAS and data visualization using SAS.
What will help Sales And Marketing Vice Presidents increase their earning potential?
Weichu Xu Ph.D.: We believe the bachelor degree is only give students the general knowledge to begin their career. Soft skills(good communication, leadership and team work), project management knowledge and data analysis, etc., are very important to the students' success. Google had a project showed its employees are more successful because of their soft skills.
Will there be an enduring impact of the coronavirus pandemic on Sales And Marketing Vice Presidents?
Joshua Ray Ph.D.: The COVID response for graduates and for businesses generally is still uncertain but early indications suggest thinking about remote work, leveraging of technology, and entrepreneurial/intrapreneurial inclinations have changed considerably and are likely to persist. Folks who are entering the workforce post-COVID will have to develop a level of comfort working in distributed teams, relying on virtual tools, and initiating and developing innovation.
What's a good job out of college for Sales And Marketing Vice Presidents?
Joshua Ray Ph.D.: A considerable amount of anecdotal evidence suggests more people are considering entrepreneurial ventures as COVID uncovered some of the faults in relying on employers for job security. Other pressing issues, including environmental, healthcare, and sustainability concerns, suggest related fields will see growth in the coming years. Additionally, a specific need for supply chain contributors is imminent because of the tremendous strain COVID put on distribution channels and the significant rise in web-based commerce.
What will help Sales And Marketing Vice Presidents increase their earning potential?
Joshua Ray Ph.D.: For several years my conversations with employers concerning graduate preparation have centered around problem-solving skills and attitude. Employers desperately need employees how can identify, define, analyze, and solve business issues in real-time and who have the demeanor to work well with people inside and outside the organization. These skills also serve entrepreneurial minded individuals. More specific skills in technology, analytics, and leadership have been, and continue to be, highly sought after.
What soft skills should all Sales And Marketing Vice Presidents possess?
Lisa Cooley: Soft skills are probably the number one topic we hear from employers. It's crazy how many young people don't have these basic skills. I'm not sure if this is the result of technology and not having to interact directly with people or if it's just something that isn't being taught as well. The most basic soft skill that graduates should possess would be the ability to communicate effectively (both in-person and virtually). Our student should know the importance of making eye contact, providing verbal and nonverbal cues, etc. However, I think one issue that a lot of young people have is focusing on the task-at-hand. There are so many distractions and interruptions that we become easily distracted. We need to learn to shut out the noise and focus. For example, don't look at your phone while you're having a conversation. Additionally, I have heard from employers that recent graduates aren't able to do basic tasks (like address an envelope or answer a business phone). These are things that seem very basic, but if we aren't explaining this to our students, they miss some very critical skills. Although online courses can be very effectives, it's often a challenge to address these soft-skills in an online environment.
How have salaries changed over time for Sales And Marketing Vice Presidents?
Lisa Cooley: Salaries have certainly improved since I have been in the field. However, the biggest change I have seen is the type of jobs that are available. I teach marketing and there is such a high demand for employees who understand digital marketing. I think when students are able to effectively market a business online, they can demand a higher salary. This is one of those unique situations where recent college grads often have an advantage over seasoned marketing executives.
What are the biggest trends we'll see in the Sales And Marketing Vice President job market given the pandemic?
Lisa Cooley: Obviously, we are seeing a lot more flexibility in terms of virtual work. A lot of the jobs I have seen allow for their employees to work remotely (at least a portion of the time).
Will there be an enduring impact of the coronavirus pandemic on Sales And Marketing Vice Presidents?
Jay Walker Ph.D.: Relative to other recessions, this downturn in GDP was self-imposed from the lockdowns and other preventative measures rather than a shock to aggregate demand. GDP and other economic measures have rebounded quickly as restrictions have been lifted. The productive capability of the country doesn't appear to have been drastically affected by the lockdowns, and since the number of deaths was relatively low compared to other historical pandemics the size of the workforce hasn't been greatly affected. Moving forward, the impact will likely be small as the labor market looks relatively healthy and unemployment rates are still relatively low compared to historical measures.
Graduating into a recession has been shown to be detrimental to recent graduates over time as the initial salary many graduates receive sets a trajectory to build from over the course of a career. Simply, the first salary sets a base to build from and while the past year has been difficult economically for many, I remain optimistic for the near to medium term with inflation as my biggest fear over that horizon. My biggest concern for the longer term is the situation with budget deficits and the national debt in the United States and other developed economies.
What will help Sales And Marketing Vice Presidents increase their earning potential?
Jay Walker Ph.D.: I believe answer to number two is a good response to number three. There is an increasing importance in the ability to work with and understand data. Economics offers a framework to view the world, but through the lens of understanding data.
What certifications/licenses/courses can have the biggest impact for Sales And Marketing Vice Presidents?
Jay Walker Ph.D.: At least within economics and related fields, I believe the ability to work with data is imperative moving forward. So many processes generate data now and the ability to capture, synthesize, and make sense of data will be important in the years to come. If graduates can do this they can be of great value to prospective employers.
What will help Sales And Marketing Vice Presidents increase their earning potential?
Dr. Mary Rydesky: What will help people in your field increase their earning potential? In most fields, developing a portfolio of projects has high potential. For employers, concrete evidence of experience is a strong influencer when selecting new employees. Any student who can complete an internship or who works while in school has an advantage in this regard. If I can ascertain that an applicant has the knowledge, skill, and abilities as tested by measurable experience, I am not only more interested in the hiring potential, I am likely to be competitive in salary offers.
Will there be an enduring impact of the coronavirus pandemic on Sales And Marketing Vice Presidents?
Dr. Mary Rydesky: Will there be an enduring impact of the coronavirus pandemic on graduates? Graduates of the 2020s may be more adept at use of Internet communications technology (ICT) due to pandemic restrictions on in-person meetings. That means these grads will accelerate global business, remote work situations, and by extension, the investment in office properties and centralized services for personnel.
What certifications/licenses/courses can have the biggest impact for Sales And Marketing Vice Presidents?
Dr. Mary Rydesky: What certifications/licenses/courses can have the biggest impact on your job prospects? Emphases on project management and strategic thinking have been joined by certifications in soft skills that support diversity and cultural awareness. Graduates do need technical skills, but with the shift to remote teams and work from home environments pushed the curve. Now, grads need experience in applying their tech skills from a distance.
Will there be an enduring impact of the coronavirus pandemic on Sales And Marketing Vice Presidents?
Harlan Spotts Ph.D.: I think there is going to be an enduring impact on everyone. The pandemic has changed the structure of work. Businesses have been experimenting with remote work for some time, some more widespread than others. There was a trend where businesses were beginning to bring employees back into the office because productivity increased, even if it was for one or two days a week. However, the pandemic forced everyone in every industry to change the way they work. Remote was the only option for many businesses and people just had to figure it out. I think that was actually a good thing for businesses because it demonstrated that most, or a large number, of employees could work remotely and be just as, if not more, productive than being in the office. So, I think that remote is here to stay, and is part of the next normal. I don't think that there will be a "return to normal."
We have even seen the effects in an academic setting. I have been teaching online and hybrid in our MBA program for over 10 years. Students working online were most comfortable with a kind of "post and do" approach. May read some material, watch some videos, and do an assignment. Trying to have an online, interactive session was a struggle for a long time. Part of that struggle was internet access for students, and another part of the struggle was student technology issues. They would have difficulty setting up webcams or microphones. One of the side effects of the pandemic is it forced everyone, students and faculty, to up their game in the live, online environment. A great aspect of this is that it has made everyone much more flexible with delivery. Our grad program is online with live interaction. Our undergrad program is pretty much all on ground, except before the pandemic there would be a hand full of offerings. Now, we flex back and forth between being in the classroom and holding live online sessions. No worries about inclement weather. And, it allows for selecting the best delivery approach for the material being covered. For example, in my marketing analytics course I have been holding live Zoom sessions, basically delivering tutorials on how to set up and do statistical analysis in certain computer programs. This is much easier than doing it in an on-ground classroom, students can easily see what I am doing and ask questions, and I can record the sessions and post them to our virtual learning environment for later review. The pandemic has definitely spurred us to be more technology savvy and adaptive.
What's a day at work look like for a Sales And Marketing Vice President?
Harlan Spotts Ph.D.: We have been talking about post-pandemic work, and the key word is going to be flexibility. Flexibility with work environment, could be in the office, could be at home, could be at Starbucks. The concept of "going" to work has changed. So, I see every day and week potentially being different. Companies are seeing how much can be done via web conferencing, so you will see less business travel (not a good thing for the airlines). There will still be some, but less than before. The pandemic as accelerated technology adoption and use across industries, perhaps by 5 years. students will we working in different environments, and across time zones. They did this before, but it will be even more common.
What will help Sales And Marketing Vice Presidents increase their earning potential?
Harlan Spotts Ph.D.: In marketing, developing digital capabilities is extremely important. Marketing was on the forefront of the digital transition in business. With the amount of commerce that has shifted to the web marketers have to be comfortable with living in the digital space. This will demand new and different strategies. Marketers have always needed to be effective communicators, but now it is not just being a great closer. Marketers need to be effective communicators in writing (text, email, etc.) and verbal (person to person live, as well as person to person online)
Students need to start in college developing skills to be successful. It was interesting, we, in the College of Business, were talking about developing student competency in remote work before the pandemic hit last year. The pandemic accelerated our work, and we are in the process now of approving a certificate in remote work that any undergraduate business student can earn. It is designed to develop those competencies that will be critical for success in the "new normal."
Will there be an enduring impact of the coronavirus pandemic on Sales And Marketing Vice Presidents?
Ira Harris Ph.D.: As with any major economic or social occurrence, new graduates need to dig deep, draw from their inherent resilience, and be ready to potentially pivot. The impact of our current situation can hopefully be a positive one that encourages students to keep an open mind and broaden their understanding of career options and job functions. It's incumbent on all of us to think outside the box and consider both employers and jobs that might be outside our comfort zone, especially at times like these. The processes of networking and being recruited will endure, at least for a while, though we may see that the virtual environment allows students to scale their networks even faster. Employers are also learning that they can cast a much wider net in a fraction of the time to connect with schools and students who previously may not have been on their radar.
What technical skills for a Sales And Marketing Vice President stand out to employers?
Ira Harris Ph.D.: Graduates must not be complacent and assume their skill base will endure over a long period; they must continue to engage and learn in order to understand changes in the landscape and add value. Beyond listing specific computer software or hardware skills, we know from working so closely with employers to place our students that they are looking for students who possess excellent communication skills - including technical communication. Along the lines of communicating, employers seek graduates with the ability to analyze and succinctly synthesize sometimes ambiguous information. Finally, showcasing flexibility and an interest in learning will be important to employers.
What's a good job out of college for Sales And Marketing Vice Presidents?
Ira Harris Ph.D.: It's important to keep in mind that for most graduates, their first job out of college will most certainly not be their last, so students should think of an early or entry-level job as a continuation of their skill building and academic enrichment. By identifying a portfolio that contains tasks and duties that will lead to expertise and increase their marketability, students can prepare themselves to ladder into the next phase(s) of a career trajectory. A job that allows for geographic flexibility, varied work hours, and application and expansion of technical acumen should be a safe bet. These components cross a variety of industries, so students shouldn't feel inhibited or limited to certain functions. Over the last several years, we've noticed a drastic decline in jobs that require employees to be consistently hands-on and "sit in one space."
Will there be an enduring impact of the coronavirus pandemic on Sales And Marketing Vice Presidents?
Richard Tate: Of course! There will be an enduring impact of the coronavirus on all humanity. Psychologists and sociologists will be busy for years to define and determine the impact. The business environment has changed drastically for our upcoming graduates from the environment that was present when they entered college 4 years ago. Everyone is spending more time connecting with each via devices and within a virtual world. Corporate training programs have transitioned to virtual formats and I believe something is lost when you reduce human-to-human learning and engagement. We are all learning to live in this new "Zoom" environment, but it is not the same and business environments will not return to pre-pandemic for a long while, if ever.
I was speaking with one of my corporate partners recently and he said that creativity has diminished. He mentioned that the best ideas in his company were always generated by casual "watercooler" conversations. Our Zoom conferences adhere to specific agendas and schedules and always end at a pre-determined time. I thought his perspective was very interesting given that a set schedule and itinerary diminishes the opportunity for relaxed, engaged, creative conversation.
As Director for our Center for Professional Sales I am witness to the many sales jobs that are available today. Companies have actually increased hiring this year after surviving and uncertain last year. For the most part, internships were all cancelled last year so we have a graduating class that may have less professional experience but opportunities are actually increasing.
What's a day at work look like for a Sales And Marketing Vice President?
Richard Tate: Probably what it looks like for a student today - a lot of time online, head down, and peering into a device. Businesses have learned that the former traditional business model where many reported to an office, perhaps "on the clock" is really not necessary anymore. Confidence has been gained that employees can work just as effectively from remote locations, perhaps more effectively. We are learning that we can develop trust online and conduct business with others without having direct human interaction. I think this is a paradigm shift for business today.
What will help Sales And Marketing Vice Presidents increase their earning potential?
Richard Tate: Sales is transitioning from a "problem solving" focus to a "teaching" focus. Great sales professionals today are able to teach their clients something that the client didn't know about their product, service, competition, market, business environment, etc. Through technology and "ask Google," most professional buyers can research and gain 60-80% of the knowledge that they need to make a buying decision.
That leaves only a 20% to 40% space for a salesperson to have an impact, and that space must be filled with new ideas and new knowledge that will assist the buyer in making an informed decision. Much of business-to-business sales today is very technical and expensive. Wrong technology decisions carry far greater risk to a company today. The wrong application can quickly turn any competitive advantage over to a competitor and with today's "sticky" technologies, you may never get that customer back.
Being an expert in your field and having the boldness to challenge your buyer's thoughts and show them a different way, is how salespeople can best increase their earning potential.
What are the biggest trends we'll see in the Sales And Marketing Vice President job market given the pandemic?
Stephanie Dellande: The pandemic gave rise to varied ways of consumption. Many services offered by providers, e.g., curbside pick-up, since the pandemic will continue. E-learning and e-commerce will likely remain par for the course for some time to come. The presence of digital tools (Zoom, Webinar) will allow employers and employees to stay in touch. Remote work will become a norm for companies attempting to cut operational expenses and costs associate with office space. Other trends include a construction boom as government invest in infrastructure. In addition, sexy or not, the green economy is inevitable. This will offer firms an opportunity to capitalize on a demand for renewable energy technology. Companies that are responsive to providing their products to their target market(s) in new ways will likely do well. Also, potential employees will have to update their skill set to secure a position and be successful in their newfound field of work.
What Sales And Marketing Vice President skills would you recommend for someone trying to advance their career?
Stephanie Dellande: Taking a gap year is a deliberate act, not flying by the seat of one's pants, i.e., just figuring things out as you go along. It entails establishing a plan prior to that year. Determining how the time will be spent is key to realizing a successful outcome. It is highly recommended to have a strategy on the specifics of what will be done during the year; otherwise, risk being unproductive. Reasons for taking a gap year are varied. Perhaps to reflect (on the past, present, future), ponder potential goals, and/or recalibrate. It is also a viable way to manage burnout. The gap year offers an opportunity to travel (experience other cultures), volunteer (for a cause of interest), learn new skills by experimenting with different types of jobs, etc. However, a gap year is not without its pitfalls. For example, it may be difficult going back to regular life, reinforcing the importance of having a plan at the outset.
What general advice would you give to a Sales And Marketing Vice President?
Stephanie Dellande: Most likely, some 2020 graduates are feeling discouraged about their future. Particularly for those in fields in which job opportunities are generally less abundant, e.g., communication, psychology, majority of the humanities. Young adults, ages 18-35 years, have experienced and/or are experiencing, directly or indirectly, some of the country's most difficult times, the great recession December 2007 - June 2009, for many much longer, and now the COVID-19 pandemic of 2020. Fortunately, or unfortunately, Congress has a significant role in determining the timeline of the fate of COVID-19 and a thriving economy. While the well-being (physical, financial, emotional, educational) of the American people is top of mind for this administration, if the economy is going to recover in a more expedient way, congress ultimately must agree to the administration's proposed recommendations, bills. If they do, recent graduates will likely be in good stead. It would be in the best interest of graduates to take a mindful approach (Celsi, Nelson, Dellande, Gilly, 2017) to their career. While the economy is in a state of collapse, young adults may have a difficult time launching their career. However, food for thought, accepting most any work although it may not be in a preferred field is suggested. Also recommended, while in a less desirable position, take advantage of or create opportunities to perform tasks related or only tangentially related to an aspirational career. Doing so will likely go a long way in helping to realize an ideal position.
What soft skills should all Sales And Marketing Vice Presidents possess?
Geraldo Matos: First and foremost, I think it's resiliency and adaptability. Need to work remotely? Okay, we've done that. Need to change strategy on the fly due to the pandemic? We can do that, too! Being up for the next challenge is critical.
Another critical soft skill is resourcefulness. Figure it out. Your boss will probably be willing to help you, but she also likely has a lot on her plate. Not stopping at the first hurdle (or second or third) you encounter, but rather taking the initiative and trying to figure out how to solve the issue/problem will earn you great respect, and at some point, more responsibility.
Finally, while it's not really a soft skill, I also think having a bent towards being a lifetime learner is important. Your degree is a critical foundation. The marketing world, however, is changing at an ever-increasing rate. Young graduates must understand that they'll need to stay committed to keeping up with the latest technology throughout their career.
Will there be an enduring impact of the coronavirus pandemic on Sales And Marketing Vice Presidents?
Geraldo Matos: There is some research that suggests that graduating in a recession can affect income streams such that it might take a decade or more to "catch up." 2020 grads, some of whom remain on the job hunt, will soon be competing with 2021 grads, and both of those groups will be competing with the slew of employees from prior years who lost their positions due to the pandemic. The longer this pandemic goes on, the greater risk there is for a long-term impact.
Beyond income, I think another lasting impact is that how they work will be different. I believe some amount of remote work is here to stay. Not for everyone, and probably not always, but firms have learned that they can trust their employees to be productive away from the office. And firms can save money by not having to accommodate for 100% of their staff to be on site, 100% of the time. I could envision that translating into work from home Fridays or other ways that firms will be more flexible in terms of where their employees are doing their work.
What certifications/licenses/courses can have the biggest impact for Sales And Marketing Vice Presidents?
Geraldo Matos: I have a strong bias towards coursework that involves experiential learning, whatever the topic, which is a distinctive part of a Roger Williams University education. At RWU, we do that in many marketing courses but particularly in our advertising classes, where students often work with local start-ups, putting into practice the insights they gleaned from traditional learning. This activity, as well as participation by our students in the National Student Advertising Competition positions them to graduate with not only the knowledge necessary to succeed in the marketplace, but a portfolio of their work that is tangible evidence of their prowess.
As for certifications, Google Ad and Google Analytics are great starting points. Others include Facebook Blueprint, Hootsuite, and HubSpot. Branding matters in marketing and these are great brands to have on your resume.
What skills stand out on Sales And Marketing Vice President resumes?
Dr. David Lehr: Information flow skills, particularly surrounding data analytics.
Are there any particularly good places in the United States for Sales And Marketing Vice Presidents to find work opportunities?
Dr. David Lehr: Most job growth will continue to be in urban centers and the surrounding suburbs. Rural areas will continue to struggle (remote work notwithstanding).
What are the biggest trends we'll see in the Sales And Marketing Vice President job market given the pandemic?
Dr. David Lehr: A premium on flexibility and having a variety of skillsets. Continued weakness across the board in labor markets.
Kerri Orders
Assistant Professor of BusinessAquinas College
Business Administration Department
What are the biggest trends we'll see in the Sales And Marketing Vice President job market given the pandemic?
Kerri Orders: In 2020, companies of all sizes rapidly changed the way they were organized and conducted business daily, both internally and externally, with customers and suppliers. COVID has accelerated the potential and opportunity for remote work, both domestically and within the international business environment. Consequently, the future trends for international business will be a decrease in business travel and an increase in collaboration and communication via remote modalities. Many companies have now realized the ability for employees to conduct international business via remote networks, which are both effective and economically efficient. Increasingly, employers are looking for candidates with a global mindset, a culturally diverse range of experiences, and a broad skill set. In addition, employers will expect candidates to have a high level of technical and communication skills in order to thrive and have a shorter learning curve at the entry level. It is important for students entering the job market to highlight and promote their specific skills and value added to a potential employer.
What Sales And Marketing Vice President skills would you recommend for someone trying to advance their career?
Kerri Orders: In terms of a gap year, I recommend that international business students acquire tangible skills, relevant experience and/or certifications which will enhance their success in their desired area of interest. For example, a gap year could consist of gaining technical or digital training overseas, which would also further the students' cultural intelligence and language proficiency. These types of enriching gap year experiences will assist students to distinguish themselves in a highly competitive market. Furthermore, students should focus on broadening and maintaining their global network during a gap year in order to be ready for the job market once the gap year is concluded.
What general advice would you give to a Sales And Marketing Vice President?
Kerri Orders: There is more than one path to any given career, therefore students will benefit from being curious, creative, and collaborative as they embark upon their international business careers. More than ever, employers will be looking for students who are adaptable, flexible, and proactive. In this tighter job market, students should be more open-minded about opportunities and willing to work in a range of sectors and different sizes of companies. The pandemic has impacted businesses around the world, so this advice will apply to graduates from all regions of the world.
What are the biggest trends we'll see in the Sales And Marketing Vice President job market given the pandemic?
Dr. Angela Woodland Ph.D.: There is still work that needs to be done. Those jobs that are necessary for the economy to continue and for the protection and service of the public will continue to need willing and able employees. The field I know most about is accounting. Publicly-traded companies are required to have audits of their financial statements. This is for the protection of all who use financial statements to make investing decisions. Think about your retirement savings plans, 401(k) plans, etc. So, every year there is a need to hire students who are ready to take the CPA exam and ready to become auditors. The same goes for students who are trained and ready to prepare income tax returns for corporations and individuals. Pandemic or no pandemic, we still need accountants. In fact, we now need accountants who are prepared to make certain that loans and grants related to pandemic relief have been used for their intended purposes and have been distributed appropriately.
What skills stand out on Sales And Marketing Vice President resumes?
Dr. Angela Woodland Ph.D.: Skills that are immediately useful stand out on resumes. Right now, data analytics skills are in hot demand. A desirable job candidate should be able to import large data sets in various formats, clean data, manipulate data, interrogate data, and draw conclusions from the data. Additionally, the job candidate should be able to prepare informative and easy-to-follow data visualizations of the results. This skill set allows a job candidate to be immediately useful in an organization. It is the new way of analyzing and communicating.
Are there any particularly good places in the United States for Sales And Marketing Vice Presidents to find work opportunities?
Dr. Angela Woodland Ph.D.: There are pockets of opportunity in most communities. The savvy student will meet and make connections with local businesses through internships, student clubs, guest lectures, and other college events. With a little effort, students can learn to speak the vernacular of local industries and tailor their resumes and skill sets accordingly.