Annual marketing capability development survey

A big theme of the last two years has been the evolution of the marketing role, driven by the rise of omnichannel. The continuing organizational focus on customer engagement delivery has implications for the development of more fundamental strategic marketing capabilities. A particularly striking finding in 2023 was that almost all respondents agreed that the focus on tactical execution and sales alignment skills has created a strategic marketing capability gap, compared to just over two thirds of respondents in 2022.

The good news is that there are some clear solutions to address this strategic marketing capability gap. This includes developing marketing capability / competency frameworks to identify areas for development and using these to develop training to address different capability levels. There are also opportunities to leverage experiential and social learning activities and to provide more practical on-the-job learning tools which help marketers implement learnings in their day-to-day roles.

The full results of the survey are available in our Marketing Capability Development White Paper, which provides a benchmark of where the industry currently is in terms of marketing capability development.

We look forward to running this survey again this year and to sharing the results in a new white paper. Watch this space!