I was at a networking evening last night when I was passed a recent survey revealing that people in marketing and sales jobs are adapting their methods, products and services in the wake of the economic recession.  We are certainly seeing our clients adapt strategies and using innovative ways to generate new business and increase profits. 

The latest Marketing Trends survey published by Chartered Insititute of Marketing (CIM) at the start of this month. Conducted for the insitute by Ipsos Mori, the Autumn 2009 edition reveals how people working on the frontline of marketing and sales jobs view the prospects for the economy and their own businesses.

As well as revealing a growing optimism throughout the sector, the survey indicated that people in sales jobs are well aware that their organisations need to adapt in order to prosper in the changing environment of the UK market post-recession.

The most fundamental sign of this recognition was in the participants outlook on customer spending behaviour. 72% of those surveyed that since late 2007, customer behaviour and spending patterns have fundamentally shifted. For many sales professionals, this has required their companies to change their products and services since the last survey. 53% said that their company have changed their products and services because of the effects of the recession.

Opportunities have also been opened up by the economic downturn, according to some 36% of those surveyed. The small increase from 28% in the spring 2009 survey could indicate that a growing number of companies are realising that new sales training and product re-evaluation could benefit their business.

David Thorp, director of research and professional development at CIMM:"It’s good to see that marketers are responding to customer needs by changing their products and services. For now, marketers are wisely concentrating their spend in the most effective activities, and still see the need to invest in training. As we move into the New Year, I’m convinced this more professional approach will stand them in good stead when the economy fully recovers."

In addition the survey revealed that those in marketing and sales jobs have clear ideas about where investment could go to increase sales. 77% of those participating in the survey believed that Customer Relationship Management (CRM) offered the best R.O.I, suggesting that a more widespread implementation of sales training incorporating CRM methods could be beneficial to sales.
   
Trends within the sales and marketing sectors are looking towards a continued movement in new adapting new development and sales training stratgies which Pareto has been helping its customers across the UK get ready for 2010.