2018 Market Update: Go-To-Market

team discuss market update

Demand for sales, marketing and business development talent was consistently high throughout the year, with the exception of a slight lull in recruitment in the first quarter of 2017 owing to uncertainty around the presidential inauguration.

In general, the technology startup market remained incredibly dynamic in 2017. Health-tech, artificial intelligence (AI) , cryptocurrency, marketplaces and cybersecurity were all particularly active industries in 2017, and they will experience further growth in 2018.

Key hiring areas/skills in demand:

In the consumer technology sector, IoT, e-commerce, and on-demand industries were very active in terms of hiring, as more people embraced online and mobile commerce. In addition, the growing popularity of the gig economy meant that this sector became increasingly attractive to candidates looking to make a career move.

In the enterprise space, cybersecurity remains a high-growth industry, especially given the number of high profile security breaches that occurred in 2017. Within this sector, there was a particularly high demand for product marketing professionals, as companies need to compete in what is becoming an increasingly crowded landscape.

AI, cryptocurrency and quantum computing were all notable emerging industries in 2017 and we expect to see this growth continue in 2018.

Candidate market:

In the consumer marketing space, specialists in user/customer acquisition and retention/lifecycle marketing were highly sought after. In addition, there was an emerging demand for professionals with experience in influencer marketing.

Hiring managers were especially interested to secure candidates with a core foundation of analytical marketing experience, as well as a background in SQL and Excel. The VR/AR industry remains in its infancy, but as more products come on to the market in 2018, we predict that demand for business development and marketing professionals will increase.

Demand generation remains one of the most competitive skillsets in enterprise marketing, with employers having to offer generous salaries to secure top talent. 


Salaries within the technology sector in the Bay Area continue remain to be some of the very highest in the country. Analytical performance marketers (particularly those with a background in the mobile gaming industry) often command some of the highest salaries, especially in comparison to PR specialists and content/brand marketers. Experienced enterprise account executives continue to command the highest salaries among sales professionals.

In general, salaries will continue to rise in 2018 in response to high costs of living, inflation, and growing competition for specialist skill sets. 

For more information on how Robert Walters can assist you with your job search, please get in touch with a consultant.

E:  sanfrancisco@robertwalters.co  |  T: 415 549 2000

E:  newyork@robertwalters.com  |  T: 212 704 9900

blurry green and orange lights

Hiring advice