There is a lot of buzz about the growing marketing skills gap. B-to-b marketing has changed dramatically in recent years due to technology shifts, the explosive popularity of data and analytics, and the rise of the empowered buyer. The gap between what marketers used to do and what they must do now – not to mention what they will be expected to do in the future – is getting wider.
No one is disputing the existence of this skills gap. But from a practical perspective, what does it really entail? What are the actual competencies that organizations are looking for marketing to have? What are the specific skills that are critical for success?
To answer these questions, SiriusDecisions has been interviewing clients to shine a light on the specific competencies that make up the current skills gap. What we’ve found to date has been interesting – and remarkably consistent across different organizations:
Marcia Trask is a Research Director at SiriusDecisions. She brings over 20 years experience to the Marketing Operations Strategies advisory service. Her areas of expertise include marketing technology, process development, strategic & campaign planning, organizational development, and sales alignment/enablement. Follow Marcia on Twitter @marciatrask