Due to store closures, the role of sales departments, account managers and sales representatives changed. The market more often reaches for tools such as shared purchase order systems to manage communication efficiently with chains and retailers. That in turn forces a different approach to building customer relations across all sales channels. In times of crisis, ever more organisations are looking for opportunities to attract the experts that are currently available on the job market. We forecast that FMCG manufacturers will use 2021 to reorganise their sales departments and adjust their commercial strategies to the new market dynamics. Jobs in the fields of e-commerce, digital marketing and web analysis - such as e-commerce specialists, CRM & Analytics Managers or Digital Activation Managers - should gain in popularity.