Table 1Transition record

sales managertomarketing manager

A sales manager already meets 54% of what the marketing manager role asks for. The move turns on 13 required skills not yet in the profile.

From sales manager

54%

Overlap1

To marketing manager

47 Skills carried over

13 Required, not held

62.2 Difficulty2

Career overlap Partial match

54%

Learning distance Substantial retraining

62.2/ 100

Easy adjacentmoderatesubstantialcareer change Hard

1 Share of the marketing manager role’s weighted skill requirement already met by the sales manager profile. Required skills count in full, supplementary skills at 0.35. Directional: the figure for the reverse move differs. 2 Combines what is missing with how specialised it is, so a gap of general skills scores easier than the same number of narrow ones.

Why

Why this move works

A marketing manager role treats 30 of its required skills as things a sales manager already does. These are the ones it depends on most.

align efforts towards business development
analyse business plans
analyse consumer buying trends
analyse customer service surveys
analyse external factors of companies
analyse internal factors of companies

What stands in the way is 13 required skills the profile does not yet cover. Table 3 groups them; Table 4 says which to take first.

Table 2

Table 2 · What you already bring

Of the 47 skills that carry over, these are the ones fewest other occupations ask for. A marketing manager role needs them, and most people applying for one will not have them already. This is the part of a sales manager background worth leading with.

Skill the target role also needs Area

already held forecast sales over periods of time information skills
already held customer segmentation business, administration and law
already held evaluate marketing content information skills
already held define measurable marketing objectives management skills
already held sales department processes business, administration and law
already held identify potential markets for companies management skills

All 47 carried skills, including the 30 the marketing manager role treats as required.

Table 3

Table 3 · What you would need to learn

The 62 missing skills fall into 8 areas of the ESCO skill hierarchy, numbered below in the order worth working in: the areas carrying the most required skills come first, and inside each one the required skills sit above the supplementary ones.

Skill to acquire Tier

01 business, administration and law 7 required, 13 supplementary

required, not held project management required
required, not held services marketing required
required, not held channel marketing required
required, not held marketing analytics required
required, not held marketing management required
required, not held marketing principles required
required, not held relationship marketing required

optional, not held cost management optional
optional, not held customer insight optional
optional, not held neuromarketing techniques optional
optional, not held search engine optimisation optional
optional, not held web strategy assessment optional
optional, not held business intelligence optional
optional, not held contract law optional
optional, not held international trade optional
optional, not held market entry strategies optional
optional, not held online ads campaign techniques optional
optional, not held social media management optional
optional, not held social media marketing techniques optional
optional, not held telemarketing optional

02 management skills 4 required, 14 supplementary

required, not held organise participation in local or international events required
required, not held plan social media marketing campaigns required
required, not held apply strategic thinking required
required, not held perform project management required

optional, not held conduct online competitive analysis optional
optional, not held create media plan optional
optional, not held develop business plans optional
optional, not held manage content development projects optional
optional, not held perform product planning optional
optional, not held analyse data about clients optional
optional, not held assist in developing marketing campaigns optional
optional, not held coordinate events optional
optional, not held identify market niches optional
optional, not held manage the handling of promotional materials optional
optional, not held perform multiple tasks at the same time optional
optional, not held plan events optional
optional, not held prepare exhibition marketing plan optional
optional, not held use theoretical marketing models optional

03 communication, collaboration and creativity 1 required, 12 supplementary

required, not held implement marketing strategies required

optional, not held develop online community plan optional
optional, not held maintain relationship with suppliers optional
optional, not held negotiate sales contracts optional
optional, not held promote event optional
optional, not held apply social media marketing optional
optional, not held approve advertising campaign optional
optional, not held conduct mobile marketing optional
optional, not held ensure client orientation optional
optional, not held ensure cross-department cooperation optional
optional, not held liaise with advertising agencies optional
optional, not held liaise with distribution channel managers optional
optional, not held use different communication channels optional

04 information skills 1 required, 1 supplementary

required, not held evaluate advertising campaign required

optional, not held use analytics for commercial purposes optional

05 information and communication technologies (icts) 4 supplementary

optional, not held e-commerce systems optional
optional, not held information confidentiality optional
optional, not held keywords in digital content optional
optional, not held web analytics optional

06 generic programmes and qualifications 2 supplementary

optional, not held communication principles optional
optional, not held teamwork principles optional

2 further areas in the appendix

Table 4

Table 4 · Where to start

The 3 entries a marketing manager role is least likely to hire without. The ordering is computed from the skill data, not from what pays.

Each entry opens a course search for that skill. Career Overlap earns nothing from these links.

Appendix

Appendix · The rest of the record

All 47 skills that carry over

Skill Type

already held align efforts towards business development skill
already held analyse business plans skill
already held analyse consumer buying trends skill
already held analyse customer service surveys skill
already held analyse external factors of companies skill
already held analyse internal factors of companies skill
already held analyse work-related written reports skill
already held brand marketing techniques knowledge
already held collaborate in the development of marketing strategies skill
already held content marketing strategy knowledge
already held coordinate marketing plan actions skill
already held corporate social responsibility knowledge
already held create annual marketing budget skill
already held define measurable marketing objectives skill
already held evaluate marketing content skill
already held identify potential markets for companies skill
already held impart business plans to collaborators skill
already held integrate marketing strategies with the global strategy skill
already held integrate strategic foundation in daily performance skill
already held manage budgets skill
already held manage profitability skill
already held market pricing knowledge
already held market research knowledge
already held marketing mix knowledge
already held perform market research skill
already held plan marketing campaigns skill
already held plan marketing strategy skill
already held pricing strategies knowledge
already held study sales levels of products skill
already held track key performance indicators skill
already held carry out sales analysis skill
already held communicate with customers skill
already held customer segmentation knowledge
already held estimate profitability skill
already held forecast sales over periods of time skill
already held implement sales strategies skill
already held liaise with managers skill
already held manage accounts skill
already held manage distribution channels skill
already held manage staff skill
already held public relations knowledge
already held sales argumentation knowledge
already held sales department processes knowledge
already held sales strategies knowledge
already held set sales goals skill
already held statistics knowledge
already held supervise sales activities skill

The 2 learning areas not shown above

Skill to acquire Tier

07 working with computers 2 supplementary

optional, not held conduct search engine optimisation optional
optional, not held use content management system software optional

08 arts and humanities 1 supplementary

optional, not held content development processes optional

49 supplementary skills, helpful but not required

Skill to acquire Tier

optional, not held conduct online competitive analysis optional
optional, not held cost management optional
optional, not held create media plan optional
optional, not held customer insight optional
optional, not held develop business plans optional
optional, not held develop online community plan optional
optional, not held e-commerce systems optional
optional, not held information confidentiality optional
optional, not held keywords in digital content optional
optional, not held maintain relationship with suppliers optional
optional, not held manage content development projects optional
optional, not held negotiate sales contracts optional
optional, not held neuromarketing techniques optional
optional, not held perform product planning optional
optional, not held promote event optional
optional, not held search engine optimisation optional
optional, not held web strategy assessment optional
optional, not held analyse data about clients optional
optional, not held apply social media marketing optional
optional, not held approve advertising campaign optional
optional, not held assist in developing marketing campaigns optional
optional, not held business intelligence optional
optional, not held communication principles optional
optional, not held conduct mobile marketing optional
optional, not held conduct search engine optimisation optional
optional, not held content development processes optional
optional, not held contract law optional
optional, not held coordinate events optional
optional, not held ensure client orientation optional
optional, not held ensure cross-department cooperation optional
optional, not held identify market niches optional
optional, not held international trade optional
optional, not held liaise with advertising agencies optional
optional, not held liaise with distribution channel managers optional
optional, not held manage the handling of promotional materials optional
optional, not held market entry strategies optional
optional, not held online ads campaign techniques optional
optional, not held perform multiple tasks at the same time optional
optional, not held plan events optional
optional, not held prepare exhibition marketing plan optional

9 further entries not listed here

15 held skills the marketing manager role does not ask for

Skill Type

not needed by the target role analyse supply chain strategies skill
not needed by the target role consumer goods industry knowledge
not needed by the target role define geographic sales areas skill
not needed by the target role develop professional network skill
not needed by the target role integrate headquarter's guidelines into local operations skill
not needed by the target role international business knowledge
not needed by the target role investigate customer complaints of food products skill
not needed by the target role make strategic business decisions skill
not needed by the target role motivate employees skill
not needed by the target role prepare visual data skill
not needed by the target role present arguments persuasively skill
not needed by the target role produce sales reports skill
not needed by the target role recruit personnel skill
not needed by the target role teach marketing principles skill
not needed by the target role write work-related reports skill

27 gaps that are knowledge rather than practice

Knowledge gaps usually close through study. Practical skill gaps usually need something you can point at.

Skill to acquire Tier

required, not held project management required
required, not held services marketing required
required, not held channel marketing required
required, not held marketing analytics required
required, not held marketing management required
required, not held marketing principles required
required, not held relationship marketing required
optional, not held cost management optional
optional, not held customer insight optional
optional, not held e-commerce systems optional
optional, not held information confidentiality optional
optional, not held keywords in digital content optional
optional, not held neuromarketing techniques optional
optional, not held search engine optimisation optional
optional, not held web strategy assessment optional
optional, not held business intelligence optional
optional, not held communication principles optional
optional, not held content development processes optional
optional, not held contract law optional
optional, not held international trade optional
optional, not held market entry strategies optional
optional, not held online ads campaign techniques optional
optional, not held social media management optional
optional, not held social media marketing techniques optional
optional, not held teamwork principles optional
optional, not held telemarketing optional
optional, not held web analytics optional

Index

Other moves recorded from sales manager

Full index of moves from sales manager

Note

How this record was compiled

Both occupations are taken from ESCO, which lists the skills and knowledge each occupation is expected to have and marks every one required or optional. Nothing here is a prediction about hiring, and nothing here knows that a particular employer wants a particular certificate. Treat Table 3 as a starting point for your own research rather than a syllabus. The full method states what these figures can and cannot tell you.