The market for business development and marketing professionals in 2026 is set to remain strong, but, says Joanna Milne, the skills in demand are evolving rapidly.
The market for business development and marketing professionals in 2026 is set to remain strong, but, says Joanna Milne, the skills in demand are evolving rapidly.
Digitisation and technology continue to reshape BD and marketing, with Totum observing rapid growth in data-driven roles. Firms are increasingly focused on harnessing client and market data, integrating dedicated researchers and analytics specialists within BD and marketing teams. Insight-led decision-making is now central, enabling teams to target opportunities, track performance and identify cross-selling potential. Research-focused headcount within business development functions is expected to expand further, reflecting the growing need for evidence-based strategies rather than intuition-led approaches.
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