The more things change, the more they stay the same.
Take a look at the blog post I wrote back in 2013, “Bridging the Marketing Skills Gap.” Though it’s three and a half years later, not much has changed.
Marketing leaders still cite a lack of required skills as one of their primary organizational challenges. In fact, data from SiriusDecisions’ 2016 Global CMO Study revealed that supplementing and enhancing the skills of the marketing organization tops the list of priorities for marketing leaders in terms of planned organizational changes to optimize the performance of their teams.When it comes to marketing skills, the proverb holds true – turbulent changes do not affect reality on a deeper level other than to cement the status quo. The complexity of the b-to-b landscape and the explosion of marketing technologies will continue to drive turbulent changes, and the need for current and relevant b-to-b marketing skills will remain a necessity.So, how do marketing leaders stay on top of what appears to be an urgent need? How do they ensure that they’re constantly and consistently enabling their teams to build up, reinforce or hone their skills? The truth is that many of them aren’t able to stay on top of it, and it’s not for lack of wanting to. The need and the desire are clear, but the solution isn’t a simple one. It’s no surprise that the data from the 2016 CMO study revealed the use of external service providers to acquire specialized skills as the first response, and certainly a viable one. It’s less complicated than finding and hiring internal resources with the required competencies. Not only are those resources scarce, but the hiring process isn’t always easy. Revising or enhancing the skills of existing resources is where things get even more complicated, especially when bridging the marketing skills gap is left up to the CMO to address alone. A CMO’s time is already constrained by other business demands.