Recruitment & training: high-ROI AI skills for sales and marketing
AI and automation are transforming jobs at breakneck speed, while organizations’ ability to learn and adapt is struggling to keep up. Numeum’s Webinar ” Recruit, train, transform: are you ready for the new marketing & sales skills? ” offers tips and best practices for making artificial intelligence a powerful tool for success.
The rise of artificial intelligence is forcing companies to rethink their recruitment criteria and attract profiles capable of accompanying change. At the same time, they are accelerating the development of in-house skills to boost team agility, support innovation and maintain a high level of performance. To understand the real impact of AI on digital professions, Emmanuel Obadia, President of Numeum’s Marketing & Sales Club, notes a steady acceleration in the use of AI.
He explains: ” By 2024, 71% of companies will be using it, compared with 33% in 2023. At this rate, all recruitment workflows will use the technology. AI does not replace humans, but enhances the value of their skills. For recruitment, it creates a clear storytelling with definite impacts. “Technology therefore makes it possible to create hybrid, agile teams that are ready to innovate.
Soft skills are becoming more important than hard skills
The focus must shift from professional profiles to skills. This is the conclusion of the “Skills on the Rise in 2025” study published by LinkedIn. It draws up a list of 41,000 professional skills, with a particular focus on the soft skills (behavioral competencies) that companies are looking for.
Marine Lucas, Head of Enterprise Marketing at LinkedIn, explains: ” Professionals emphasize strong concepts such as agility and adaptability. These competencies reinforce the possibilities of working together with strong soft skills. Applied to artificial intelligence, these skills represent an engine of collective and cultural intelligence. “
The study “Skills on the Rise in 2025“studies the skills that are on the rise. First of all, it highlights Customer Service Management (for a customer experience focused on customer value). The second major skill is communication, which now needs to be reinforced by critical thinking. Finally, AI Litteracy skills (the ability to educate in AI culture) must enable technology to be used at the right time, for the right purpose. Some content requires more human intelligence to create a value proposition superior to that generated by AI.
Among other key skills, the study highlights adaptability, creativity, emotional intelligence and the ability to work in a team.
AI: the 4 most sought-after sales and marketing professions
As recruiters equip themselves with AI tools, they have greater access to more precise data and information on their skills requirements. They are thus looking for hybrid skills, which particularly highlight the need for continuous learning.
The professions linked to the most sought-after skills are :
. AI culture coach, to train and support employees in the efficient use of AI.
. Data Product Manager, at the intersection of AI, data and business.
. AI and compliance specialist.
. AI-enhanced Customer Experience Designer, specializing in automation, personalization and CRM use.
The prompt is committed to quality: AI must serve the bottom line
Vincent Montet, Director & Founder of EFAP’s MBA Digital Marketing & Business program, and Vice-President of ACSEL, explains: ” the art of the prompt is a responsibility. Companies must not remain in a situation where AI only produces things of little value. . “
The use of AI must therefore be deliberate. With the determined objective of creating strong, tangible value. An objective that must be learned right from the training stage. That’s why EFAP students are entitled to use AI in their work. But they must also produce methodological notes to better understand how to use the technology, for what purposes, how to improve prompts…
For the manager, this search for value must be learned from the training of future professionals. It’s a quest that goes hand in hand with the development of human encounters designed to foster critical thinking and pragmatism.
How AI is transforming marketing and sales organizations: the example of Lemlist
To understand how AI is profoundly changing companies specializing in sales and marketing, Numeum highlights feedback from Lemlist. The SaaS scaleup offers a platform that gives salespeople tools to generate pipelines and customer targets across all channels (Whatsapp, e-mail…).
Yann Guilleux, Lemlist’s Vice President Sales, explains: ” As a sales software publisher, AI has transformed our organization. The technology is present at every stage, from prospecting to customer follow-up. Thanks to transcripts and e-mails generated in part automatically, the sales rep saves precious minutes… which are multiplied by the number of prospects. By creating precise personas, campaigns are different for each potential customer. This increases response rates with significantly higher response volumes. “
The success of using AI therefore lies in the rapid identification of the value that the tool provides. Thanks to the use of technology, Lemlist has been able to change its own organization. The scaleup now boasts ARR (Annual Recurring Revenue) of 40 million euros and a total of 120 employees. A truly successful transformation made possible by AI.
Non-members: “Join Numeum to access the replay and the IA skills kit”.
