Sales and marketing managers
A substantial share of tasks can be sped up or taken over by AI. The content of the job will noticeably change — learning is cheapest now.
Exposure is not job loss: it shows how much of the work generative AI could do today. Whether that turns into transformation, productivity gains or cuts depends on employers, regulation — and on you.
0 = today’s generative AI cannot perform any of the job’s tasks, 100 = it could do all of them fully. The pale band is the spread across tasks.
Work out your own score ↓What can you do?
🤖 Written with AIThis text was written by artificial intelligence from the data points shown; it is built on verified figures but may contain mistakes.· 13/10/2026How is it made?
With an exposure score of 41/100, AI will reshape analytical and administrative work. Despite a -3.9% group outlook, replacement demand remains substantial; leadership, accountability and relationships stay central.
What changes
- Model pricing, discounts, incentives and campaign budgets
- Draft sales programmes from records and market assessments
- Standardize sales and marketing procedures and reporting
What stays human
- Lead, motivate and resolve conflicts across commercial teams
- Make accountable budget and resource-allocation decisions
- Build trust at conventions, exhibitions and client forums
What to learn
- Learn AI-assisted pricing and campaign scenario modelling
- Strengthen data governance and validate AI-generated recommendations
- Develop coaching, negotiation and change-management capabilities
Task by task
The ILO scored every task of the occupation separately, as the average of two AI models (GPT-4o and Gemini). The pale band is the range between the two models' scores, the dot the ILO's final score (for a few tasks expert review placed it outside the band).
- Determining price lists, discount and delivery terms, sales promotion budgets, sales methods, special incentives and campaigns59
- Establishing and directing operational and administrative procedures related to sales and marketing activities45
- Planning and organizing special sales and marketing programmes based on sales records and market assessments44
- Representing the enterprise or organization at sales and marketing conventions, trade exhibitions and other forums.40
- Establishing and managing budgets and controlling expenditure to ensure the efficient use of resources39
- Leading and managing the activities of sales and marketing staff39
- Planning and directing daily operations36
- Overseeing the selection, training and performance of staff30
How much does it affect you?
Every job is different: mark which of these tasks you do and how much, and we'll compute your own, time-weighted score.
For each task: I don't do it · sometimes · most of my job.
- Determining price lists, discount and delivery terms, sales promotion budgets, sales methods, special incentives and campaigns(59)
- Establishing and directing operational and administrative procedures related to sales and marketing activities(45)
- Planning and organizing special sales and marketing programmes based on sales records and market assessments(44)
- Representing the enterprise or organization at sales and marketing conventions, trade exhibitions and other forums.(40)
- Establishing and managing budgets and controlling expenditure to ensure the efficient use of resources(39)
- Leading and managing the activities of sales and marketing staff(39)
- Planning and directing daily operations(36)
- Overseeing the selection, training and performance of staff(30)
You are exactly at the occupation average. (The occupation's score: 41.)
About 13% of your working time goes to highly exposed tasks (score ≥ 50).
- • Determining price lists, discount and delivery terms, sales promotion budgets, sales methods, special incentives and campaigns
- • Establishing and directing operational and administrative procedures related to sales and marketing activities
- • Overseeing the selection, training and performance of staff
- • Planning and directing daily operations
An estimate from the ILO task scores. Everything is computed in your browser — nothing is sent or stored.
How many people work in this occupational group?
Share of the Administrative and commercial managers group in total employment, by country (Eurostat, ISCO 2-digit — 4-digit breakdowns are not public by country).
Table view
| Country | Administrative and commercial managers |
|---|---|
| United Kingdom | 6.7% · 2,286 thousand · 2025 |
| Lithuania | 3.9% · 57 thousand · 2025 |
| Belgium | 3.5% · 178 thousand · 2025 |
| Iceland | 3.0% · 7 thousand · 2025 |
| Switzerland | 2.9% · 140 thousand · 2025 |
| Malta | 2.4% · 8 thousand · 2025 |
| Latvia | 2.4% · 21 thousand · 2025 |
| France | 2.3% · 675 thousand · 2025 |
| Luxembourg | 2.3% · 7 thousand · 2025 |
| Czechia | 2.2% · 113 thousand · 2025 |
| Ireland | 2.1% · 60 thousand · 2025 |
| Sweden | 2.1% · 112 thousand · 2025 |
| Poland | 2.0% · 342 thousand · 2025 |
| Norway | 2.0% · 57 thousand · 2025 |
| Austria | 1.9% · 86 thousand · 2025 |
| Slovakia | 1.7% · 44 thousand · 2025 |
| Netherlands | 1.7% · 165 thousand · 2025 |
| Finland | 1.6% · 40 thousand · 2025 |
| Bulgaria | 1.5% · 45 thousand · 2025 |
| Croatia | 1.4% · 24 thousand · 2025 |
| Slovenia | 1.3% · 13 thousand · 2025 |
| Portugal | 1.2% · 65 thousand · 2025 |
| Spain | 1.2% · 269 thousand · 2025 |
| Hungary | 1.2% · 56 thousand · 2025 |
| Cyprus | 1.1% · 6 thousand · 2025 |
| Denmark | 1.1% · 35 thousand · 2025 |
| Germany | 1.1% · 461 thousand · 2025 |
| Estonia | 0.8% · 6 thousand · 2025 |
| Greece | 0.6% · 28 thousand · 2025 |
| Romania | 0.6% · 44 thousand · 2025 |
| Italy | 0.2% · 56 thousand · 2025 |
What do they earn?
Mean gross monthly earnings in the major occupational group (Managers). Eurostat's earnings survey only publishes pay by occupation at 1 digit, so this is the job's broader group. Enterprises with 10+ employees, 2022.
By country, at purchasing power parity (PPS/month), so countries with different price levels can be compared.
- Switzerland8,354
- Italy7,983
- Luxembourg7,683
- Belgium7,390
- Germany7,172
- Denmark6,654
- Austria6,190
- Ireland6,181
- Finland6,101
- Cyprus5,842
- Norway5,718
- Iceland5,653
- Netherlands5,508
- EU275,374
- France5,226
- Sweden4,960
- Slovenia4,808
- Spain4,699
- Czechia4,257
- Portugal4,203
- Greece4,190
- Malta4,128
- Poland4,112
- Romania4,078
- Lithuania4,031
- Hungary3,641
- Bulgaria3,559
- Croatia3,524
- Slovakia3,418
- Estonia3,290
- Latvia3,288
Source: Eurostat Structure of Earnings Survey (earn_ses22_21), every four years. The United Kingdom is not covered by the survey.
Outlook to 2035
Employment in the Administrative and commercial managers group according to Cedefop's 2026 forecast.
thousand · Cedefop Skills Forecast 2026 · 2026–2035: projection
Replacement demand is the jobs left by people retiring or changing careers — even a shrinking occupation can have many openings.
Related occupations
Sources: ILO WP140 (2025) · Eurostat lfsa_egai2d · Cedefop Skills Forecast 2026 · WEF Future of Jobs 2025 · ESCO. The exposure score measures how much of an occupation's tasks generative AI could perform — not whether the job disappears. For information only, not career advice. How do we calculate this?