Sales enablement is the ongoing process by which a business acquires and maintains customers, and in turn generates revenue. Its goal is to maximise the productivity of both marketing and sales teams by ensuring both have the training, data and tools they need to engage prospects and customers.
Business benefits: Sales enablement professionals streamline sales processes to improve customer engagement and ultimately make their businesses more profitable.
Management level: Chief Sales Officer, Head of Sales Enablement, Sales Enablement Manager/Director
Common job titles: Sales Analyst, Sales Executive, Sales Trainer
Salary range: £49K average, rising to £94K for exceptional/highly experienced talent. Average contractor/freelance day rate – £400.
Related roles and areas (for transferrable skills): Account/Client Management, Business Analysis, Business Development, Marketing, Product Management
Revenue Enablement & Revenue Operations (RevOps)
Revenue operations (RevOps) is a function within B2B organisations that looks after the software, systems, data and processes linked to all revenue-generating activities. It brings together four departments that would traditionally sit separately: sales, marketing, customer success and systems.
RevOps is a fast-growing business function; it’s predicted that 75% of the highest growth companies will deploy a RevOps model by 2025 (Gartner).
Business benefits: Centralising revenue-generating operations allows sales, marketing and customer success teams to work together to optimise customers’ buying journeys. By pooling data, tools and specialisms, and sharing more closely aligned objectives, these departments can better understand their audiences, build loyalty and boost sales.
Lead roles: Chief Revenue Officer (CRO), Head/Director of Revenue Operations, Revenue Operations Manager, VP of Revenue Operations, Growth Manager.
Common job titles: Revenue Operations Analyst, Revenue Operations Executive
Salary range: £60-£90k.
Average contractor/freelance day rate £450.
Related roles and areas (for transferrable skills): Business Intelligence, Commercial Management, Marketing, Product Management, Sales Enablement
Performance marketing involves all the promotional activities you’d expect from a modern business – SEO, social media and online advertising, for example – but it works on a ‘pay-as-you-perform’ basis: brands pay publishers only when a specific action occurs, whether that’s an impression or click, a lead, or a full acquisition.
Business benefits: One of the biggest draws of performance marketing is shared risk: brands pay to the extent their campaigns perform, leaving more responsibility with the publisher. Businesses can also track ROI in real-time and immediately see the benefits.
Lead roles: Head of Performance Marketing, Performance Marketing Manager
Common job titles: Performance Marketing Analyst, Performance Marketing Specialist, Data Analyst.
Salary range: £34-£57k across all experience levels.
Average contractor/freelance day rate – £340.
Related roles and areas (for transferrable skills): Content Marketing, Creative, Digital Marketing, Marketing Management, PPC/Paid Search, Search Engine Optimisation (SEO), Social Media Advertising
Marketing automation is the process of using technology to streamline marketing efforts. Automation technologies use data to take care of simpler, repetitive tasks and free up human skills. Tasks suited to automation include data mining, social media posting and email marketing.
Customer Relationship Management (CRM) is a key area of marketing automation that encompasses the strategies, processes and tools used by businesses to build and nurture relationships with customers.
While the aim of automation is to reduce human involvement, businesses still need tech specialists and analytical talent to get the most from their software and data.
Business benefits: Marketing automation increases the efficiency of marketing campaigns, meaning businesses get faster results for smaller investments. When monotonous tasks are automated, human specialists can focus on delivering more personalised services for their employers’ customers, increasing satisfaction, loyalty and sales.
Lead roles: CRM Manager
Common job titles: CRM Executive, Digital Automation Manager, Marketing Automation Manager, Marketing Automation Specialist
Salary range: £43K average, rising to £90K for exceptional/highly experienced talent.
Average contractor/freelance day rate – £378.
Related roles and areas (for transferrable skills): Brand Marketing, Business Intelligence, CRM, Campaigns, Data Analytics, Digital Marketing, Digital Marketing, Email Marketing, Software Development
Content marketing is the process of developing, creating, publishing and sharing content that directly or indirectly promotes an organisation or product, often online. Content created by businesses can take many forms, from blogs and social media posts to podcasts and videos, and it can be distributed via websites, social media platforms, apps, print publications and more.
Business benefits: Effective content marketing campaigns nurture prospective customers through the buying journey. Content should inform, educate and answer audience questions to increase brand awareness, trust, engagement and loyalty among a business’s target audience, ultimately leading to more sales.
Management level: Head of Content, Content Marketing Manager
Common job titles: Content Marketing Specialist, Content Strategist, Copywriter, Digital Content Administrator, Social Media Executive, Content Promotion Specialist.
Salary range: Average of £30K, rising to £50K.
Average contractor/freelance day rate of £250.
Related roles and areas (for transferrable skills): Digital Marketing, Graphic Design, Marketing Management, PPC/Paid Search, Search Engine Optimisation (SEO), Social Media Advertising, Creative
Community management is the process of building and nurturing a community among an organisation’s customers, prospects, employees and partners. It’s achieved through various types of engagement, such as social media conversation, content marketing, forums and reviews.
Business benefits: Established communities allow businesses to obtain feedback that can be used to improve products and services. Members of communities, when satisfied, also act as brand advocates who can increase brand and product awareness among a wider target market.
Lead roles: Head of Community
Common job titles: Customer Experience Manager, Social Media Community Manager, Social Media Manager, Community Manager, Brand Manager.
Salary range: Average salary of £30K, rising up to £49K.
Average contractor/freelance day rate of £245.
Related roles and areas (for transferrable skills): Customer Experience, Customer Success, Social Media Marketing, Event Management.
Social Media Marketing
Social media marketing is the use of social media platforms to promote a business, brand or products, directly or indirectly. It involves engaging with prospects and nurturing existing customers by publishing and sharing tailored content on platforms like Facebook, Twitter and Instagram. A social media strategy can also include online customer service.
Business benefits: By using social media to get closer with existing and prospective customers, businesses can build brand awareness, trust and advocacy. The right balance of sales-focused and generally useful content leads to increased sales and customer retention.
Lead roles: Head of Social Media, Social Media Manager
Common job titles: Community Manager, Social Media Executive,
Salary range: Average salary of £30K, rising up to £51K.
Average contractor/freelance day rate of £250.
Related roles and areas (for transferrable skills): Content Marketing, Customer Service, PPC/Paid Search, SEO, Community Management
Imagery plays a key part in the effectiveness of content marketing. Graphics can stand alone to convey brand messages visually or complement other forms of content, such as text and audio, to increase consumer engagement.
Business benefits: High-quality imagery and video content can be used to attract the attention of new and existing customers by conveying types of information that aren’t suited to blogs and other written formats. Used effectively, the work of a graphic designer helps businesses to stand out from their competition, build strong identities, increase brand awareness and boost sales.
Lead roles: Head of Creative, Head of Design
Common job titles: Graphic Designer, Junior Designer
Salary range: Average salary across all levels – £28K. This rises up to £50K for experienced talent.
Average contractor/freelance day rate – £250.
Related roles and areas (for transferrable skills): Animation, Content Marketing, Copywriting, Creative, Illustration, Social Media Marketing, Video Production, UX Design.
Search Engine Optimisation (SEO)
SEO is the process of optimising a website or web page to increase the quantity and quality of traffic it receives from search engines.
Platforms like Google and Bing use complex (and constantly evolving) algorithms to ensure users get the most relevant and helpful results whenever they search. By applying a range of optimisation techniques, SEO specialists can demonstrate to search providers that their businesses’ content matches searchers’ requests and deserves to be at the top of the results pages.
Business benefits: It’s estimated that more than two-thirds of all online experiences start with a search engine, with nearly 93% of global traffic coming from Google services alone, and yet very few users make it onto page two of Google’s search results (0.78% according to this study).
Through SEO, businesses can make sure they increase their online footprints – and are visible to the right people, i.e., those most likely to become customers. Organisations with an SEO function and considered SEO strategies can expect higher web traffic, greater brand awareness, more relevant leads and increased sales. This is unlike PPC, where on top of the professional’s fee, businesses pay for every click.
Lead roles: Head of Organic Search, Head of SEO, SEO Manager, SEO Director
Common job titles: Junior SEO Executive, SEO Executive, SEO Specialist, Technical SEO Specialist
Salary range: Average across all experience levels of £30K, rising to £50K+ for experienced talent.
Average contractor/freelance day rate – £275.
Related roles and areas (for transferrable skills): Content Marketing, Copywriting, Graphic Design, Paid Search, PPC, UX, Web Design
Paid Search Advertising / PPC
While SEO aims to increase web traffic from organic search results, paid search involves placing paid-for ad content on results pages (SERPS) to direct users with relevant search queries back to a website or specific piece of content.
The most common paid search model is pay-per-click (or PPC), where advertisers pay a fee each time a web user clicks their link. This fee will depend on the search engine and search term targeted – advertising on the results pages of broad and competitive search terms (e.g., ‘car insurance UK’) will be more costly than on those of more specific queries (e.g., ‘vegan bakery in Winchester’).
Business benefits: Effective SEO takes time and is an ongoing process, but paid search can be implemented immediately with fast results. It can provide agility by allowing businesses to gain online visibility quickly when entering new markets, during promotions, around new product launches and when other methods are progressing slowly.
Lead roles: Head of Paid Search, Head of PPC
Common job titles: Paid Search Executive, PPC Campaign Manager, PPC Executive,
Salary range: Average across all experience levels of £31K, rising to £50K+ for experienced talent.
Average contractor/freelance day rate – £275.
Related roles and areas (for transferrable skills): Content Marketing, Copywriting, Graphic Design, SEO
User Experience (UX)
UX, which stands for user experience, is the process of refining all aspects of users’ interactions with an organisation to ensure their needs are being met. While the term is often associated with websites and other technologies, and these are key factors, the UX function covers offline interaction areas, like customer service and after sales care, too.
Business benefits: By optimising user interactions through a UX function, businesses can provide positive customer experiences that lead to trust, loyalty, brand advocacy and increased sales.
Lead roles: Head of UX, User Experience Manager
Common job titles: UX Designer, UX/UI Designer
Salary range: Average across all experience levels of £42K, rising to £76K for experienced talent.
Average contractor/freelance day rate – £377.
Related roles and areas (for transferrable skills): Account Management, Customer Experience, Customer Service, Customer Success, User Interface (UI), Web Design, Web Development
Web Design / Web Development
Websites are invaluable sales and marketing tools for businesses in all industries, and they’re broadly created in two stages: design and development.
Web design and web development encompass a vast range of skills and disciplines needed to plan, build and maintain websites, from graphic and user interface design to coding and cybersecurity.
Business benefits: A website is an unmanned sales tool that never sleeps, and a strong, carefully crafted one will help businesses achieve credibility and brand awareness, generate leads, provide automated customer service and ultimately make more sales.
Lead roles: Head of Creative, Head of Design
Common job titles: Junior Web Designer, Junior Web Developer, Web Designer, Web Developer
Salary range: Average across all experience levels – £39K, rising to £76K for experienced candidates.
Average contractor/freelance day rate – £375.
Related roles and areas (for transferrable skills): Content Marketing, Copywriting, Creative, Graphic Design, Paid Search, Photography, SEO, Sales, Sales Enablement, User Experience (UX), User Interface (UI)