What is this talk about?
This episode of the A to Z Speaker Series explores what a career in technology sales and marketing actually looks like today. Through the experience of Steven Schultz, ISP parent and Head of Sales at Amazon Web Services (AWS), the conversation examines how the sales profession has evolved from transactional product selling to a more consultative role focused on helping organisations solve complex problems. The discussion also looks at how major technological shifts – including smartphones, cloud computing and artificial intelligence – are influencing how sales teams work, while reinforcing that human skills such as communication, empathy and relationship-building remain essential.
Who is Steven Schultz?
Steven Schultz works in technology sales at Amazon Web Services (AWS) and is the parent of a student in the ISP school community. Over the course of his career, he has experienced several major shifts in the technology industry, including the rise of mobile technology, the expansion of cloud computing and the growing influence of artificial intelligence. His perspective offers valuable insight into how sales and marketing careers evolve alongside technological innovation.
How do people get into a career in tech sales or marketing?
There is no single pathway into technology sales or marketing careers. Professionals often enter the field from a wide range of backgrounds including engineering, biology, business, communications, advertising or marketing. Employers typically value transferable skills such as problem-solving, communication, curiosity about technology, and the ability to understand customer needs. This flexibility means that technology sales roles are open to people with diverse educational and professional experiences.
What does a career in technology sales involve?
A career in technology sales typically involves helping organisations understand how digital tools or platforms can support their business goals. This can include researching industries, explaining complex systems such as cloud infrastructure, working with technical specialists and building long-term relationships with customers. In many companies, the role now resembles strategic consulting as much as traditional selling.
What skills are most important for a career in sales and marketing?
The talk highlights several skills that are increasingly valuable in modern sales and marketing careers:
- Communication and listening
- Empathy and relationship-building
- Adaptability in fast-changing industries
- Curiosity about technology and business challenges
While technical understanding can be useful, the ability to explain complex ideas clearly and build relationships remains central.
How can parents help children prepare for future careers in tech sales?
Rather than focusing on a single job title, the discussion highlights the importance of developing adaptable skills. Encouraging curiosity, communication, critical thinking and comfort with change can help young people navigate a wide range of future opportunities. As industries evolve, transferable skills become increasingly valuable.
How has the sales profession changed over the past 20 years?
Sales roles have changed significantly as industries have become more technology-driven.
In the past, many sales roles focused on shorter cycles and individual product transactions. Today, particularly in technology sectors, the process is often longer and more collaborative. Professionals work closely with clients to understand problems, design solutions and build long-term partnerships. This shift has made communication, strategic thinking and relationship-building increasingly important.
How are cloud computing and AI changing sales careers?
Cloud computing and artificial intelligence are transforming both the products companies sell and the tools sales teams use. Cloud services have changed how organisations access computing power and digital infrastructure, while AI systems are increasingly used to analyse data and understand customer needs. These technologies are reshaping the industry, but human professionals remain essential for building trust, interpreting problems and guiding clients through complex decisions.
Why are human skills still essential in a tech-driven world?
Even in highly technical sectors, business decisions are made by people. Professionals must understand client needs, communicate complex ideas and collaborate across teams. As technology becomes more advanced, the ability to translate technical information into clear, practical solutions becomes even more valuable.
Why might this career appeal to young people?
One of the most exciting aspects of the technology sector is the speed at which industries evolve. New technologies continually create new opportunities for organisations and professionals. Careers in technology sales often involve constant learning, working with innovative companies and helping organisations adopt new tools that transform how they operate.
Additional FAQs linked to the WEF The The Future of Jobs Report 2025
How is technology changing careers in sales and marketing?
According to the World Economic Forum, digital technologies such as artificial intelligence, cloud computing and data analytics are transforming how companies understand customers and develop business relationships. Sales and marketing roles increasingly involve analysing data, understanding digital platforms and helping organisations navigate complex technology solutions. This shift is one reason why professionals in business-development and client-facing roles are expected to combine commercial skills with technological literacy.
Why are communication and relationship-building skills still important in sales careers?
The World Economic Forum highlights that skills such as communication, leadership and social influence remain among the most valuable capabilities across industries.
In roles such as sales and marketing, these skills are particularly important because professionals must understand client needs, explain complex solutions and build trust over time. Even in technology-driven sectors, successful sales professionals often act as advisors who help organisations make informed decisions.
How is artificial intelligence influencing the sales profession?
Artificial intelligence is increasingly used by companies to analyse customer data, predict market trends and automate certain administrative tasks. However, the World Economic Forum notes that AI is more likely to augment human work rather than replace it entirely. In fields such as sales and marketing, professionals still play a key role in interpreting information, building relationships and helping organisations make strategic decisions.
What skills will be most valuable for students interested in business or sales careers?
The World Economic Forum identifies several skills that are becoming increasingly important across industries.
These include:
- Analytical thinking
- Creative thinking
- Technological literacy
- Curiosity and lifelong learning
- Leadership and social influence
For students interested in sales or marketing, this means developing both strong interpersonal abilities and an understanding of digital technologies.
How quickly are workplace skills changing?
The World Economic Forum estimates that around 44% of workers’ core skills will change within the next five years. For professions such as sales and marketing, this means that professionals will increasingly need to adapt to new technologies, new business models and evolving customer expectations.Continuous learning and adaptability are therefore becoming essential career skills.
Source: World Economic Forum, The Future of Jobs Report 2025
