Over the past year, economic uncertainty, coupled with rapid technological advancements, has reshaped the sales landscape. As we look towards 2026, the market is showing signs of a dynamic recovery, driven by new strategies, evolving skill sets, and a renewed emphasis on the irreplaceable value of human connection in a world increasingly influenced by automation.
Economic headwinds and hiring realities
2025 told a story of two halves. The first three quarters were marked by a notable slowdown, heavily influenced by wider economic pressures and governmental instability. This uncertainty led many businesses to pause on hiring, particularly for senior-level positions. The result was a candidate-heavy market, with a surplus of experienced sales leaders seeking new opportunities.
Many of these leaders, who would typically be headhunted, found themselves competing for a limited number of roles. This led to a ripple effect, with senior professionals considering individual contributor positions, thereby increasing competition across the board. Redundancies and restructures were common as companies, especially those backed by private equity, scrutinised costs. Leadership roles, with their higher salaries, were often the first to be re-evaluated.
However, the final quarter of the year saw a distinct and welcome upturn. A renewed sense of stability has encouraged businesses to invest again. We've observed a rise in acquisitions and private equity funding, which had been dormant for some time. This fresh capital is translating into the creation of new roles and a more booming market for sales professionals.
Shifting demand: from leadership to new business
The market slowdown reshaped hiring priorities. For much of the year, leadership roles were scarce. Many private equity-backed businesses, disappointed with performance, opted to bring in new leaders from their own networks rather than recruiting openly. This was part of a strategy to reinvigorate struggling teams and drive revenue growth in a challenging climate.
As the market has recovered, we've seen a clear shift in demand:
Sales development representatives (SDRs): There is a growing need for professionals at the entry-level, focused on initial outreach and lead generation. Companies are rebuilding their sales funnels from the ground up, placing a premium on those who can initiate conversations and create new opportunities.
New business hunters: Roles focused on acquiring new clients are once again a priority. As businesses pivot back to growth, the ability to generate fresh revenue streams is highly valued.
Account management: In contrast, the demand for pure account management roles has been less pronounced. The focus for now is firmly on expansion and account acquisition.
Sales leaders: The freeze on senior roles has thawed. The last few months have seen a resurgence in demand for sales leaders, signalling that companies are now confident enough to invest in the strategic direction and management of their sales functions.
This pattern suggests a market that is actively rebuilding. The emphasis on SDRs and new business roles indicates that companies are laying the foundations for future growth, creating a pipeline of talent and opportunities that will filter up through the ranks over time.
The AI paradox: enhancer, not replacement
The integration of artificial intelligence into the sales process has been a major talking point. While the potential of AI is vast, its practical application is revealing a crucial distinction: AI is a powerful tool for efficiency, not a substitute for the salesperson.
Sales enablement platforms, which assist with data gathering (e.g., Cognism, ZoomInfo), CRM management, and automating administrative duties, are now considered essential. Experience with these tools is a prerequisite for most leadership roles, as they allow teams to work smarter and focus on what they do best: selling.
However, an over-reliance on AI for customer outreach is proving to be a mistake. Buyers are becoming adept at spotting AI-generated emails and robotic-sounding calls. The old saying, "people buy from people," has never been more relevant. In a sea of automated messages, a genuine human interaction - a phone call, a face-to-face meeting - stands out.
The most successful sales professionals are those using AI to handle the operational side of their role, freeing up time to engage directly with prospects. The human touch is the key differentiator. You can’t delete a person standing in front of you, but you can easily ignore a generic email. Salespeople who hide behind AI are finding it difficult to gain traction, while those who embrace traditional, personal outreach are finding their efforts are more impactful than ever.
Evolving jobseeker expectations: culture is king
The dynamics of what people look for in an employer have undergone a significant transformation. While compensation remains important, it is no longer the primary driver for many sales professionals. The post-pandemic hiring boom, where money was often the deciding factor, has given way to a more considered approach.
Today, the two most important factors for sales professionals are:
Company culture: Professionals are seeking positive, collaborative work environments. They want to be part of a team where sales, marketing, and customer success work together towards a common goal.
Career progression: The opportunity for growth is a major draw. Those looking for a new job want to see a clear path for advancement within a company. They are looking for employers who are willing to invest in their development and promote from within.
This shift is partly a reaction to the volatility seen in certain sectors. For example, some US private equity-backed tech companies have a reputation for having a ‘hit your number or you're out’ mentality. Many salespeople are now wary of such environments, preferring businesses that offer stability and take a more balanced, long-term view of performance.
Flexibility also remains a key consideration, but the landscape has changed. The fully remote roles that were common a couple of years ago are now few and far between, particularly for desk-based sales positions. The market has settled on a hybrid model as the new standard, with most software as a service (SaaS) sales roles requiring some office presence. Field-based roles, by their nature, continue to offer more autonomy, but the expectation for internal sales teams is increasingly a blend of home and office work.
A look ahead: opportunities for growth in 2026
As we move further into 2026, the outlook for the sales industry is optimistic. While challenges remain, the recent market upswing and shifting business priorities are creating new avenues for growth.
For businesses, the key to success will be attracting and retaining employees by offering more than just a competitive salary. A strong culture, clear opportunities for progression, and a commitment to sustainable growth will be the hallmarks of an employer of choice.
For sales professionals, the message is clear: embrace the human element of your role. Use technology to become more efficient but never let it replace the personal connections that build trust and close deals. In 2026, the most valuable asset in sales will not be an algorithm or an automation tool; it will be you.
For more insights into the marketing and sales labour market and for reliable salary benchmarks for the sector, download Reed's 2026 marketing and sales salary guide here.
