In terms of what motivates employees to engage in skill building, workers cited three top priorities. The skill-building opportunity should:

  • Help them stay up to date in their area of expertise.

  • Be personalized for their interests and career goals.

  • Help them achieve a new role internally through lateral or upward mobility.

In sales and marketing, some of the most in-demand hard skills include:

  • Digital marketing

  • Sales management

  • Social media marketing

  • Business development

  • Search engine optimization (SEO)

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Soft skills typically transcend job categories, though in sales and marketing, some key skills to have include:

  • Communication

  • Problem solving

  • Listening

  • Emotional intelligence

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