Marketing Skills Gap Research Study
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Transcript of Marketing Skills Gap Research Study
Marketing Skills Gap
April 2012Craig Rosenberg, @funnelholicCarlos Hidalgo, @cahidalgoMatt Heinz, @heinzmarketingElle Woulfe @ellehwoulfeTerry Flaherty @TFlaherty
Page 2© 2012 Focus, Inc. All rights reserved.
Methodology
Objective
• To understand the gap between an organization’s marketing
capabilities and the training it needs to achieve its goals
Parameters
• This data was collected via email surveys sent to marketers between
March 1 - March 28, 2012
• More than 450 marketers completed the survey
Page 3© 2012 Focus, Inc. All rights reserved.
Executive Summary
B2B Marketers still have a long way to go in order to gain the skills
necessary to succeed and excel in today’s business environment. Among
the many findings in the study, the research revealed some of the following
from our respondents:
70% either receive no training or are self-taught
Less than 50% receive any kind of regular formal training
Over 65% spend less than $1,000 per year in developing marketing
skills
Over 50% stated there is no plan to address the training or they
encourage their marketing personnel to acquire the skills on their own time
Page 4© 2012 Focus, Inc. All rights reserved.
Executive Summary
The role of B2B marketing has never been more important due to the
change in the B2B buyer and the need to impact revenue. Yet, many
marketers are struggling to acquire the right skills in order to do their jobs
effectively. This study reveals the impact that these lack of skills are having
on revenue, the sales and marketing alignment gap, and how little these
organizations are doing to change the dynamic within their organizations.
Page 5© 2012 Focus, Inc. All rights reserved.
Respondent profile
57%
12%
13%
18%
How many people are in your marketing organization?
1-5
6-9
10-20
21+
Less than $1M
$1M-25M
$26M-$50M
$51M-$100M
$101M-$250M
$251M - $500M
$501M+
0% 5% 10% 15% 20% 25% 30% 35%
31%
32%
5%
5%
6%
4%
16%
What is the annual revenue of your company?
Page 6© 2012 Focus, Inc. All rights reserved.
Less than 20% of marketers rate themselves as “highly effective”
Highly effective
Marketing is not looked to for demand generation & revenue
Not at all effective
Somewhat effective
0% 10% 20% 30% 40% 50% 60% 70%
18%
6%
14%
63%
How would you rate the overall skill and effectiveness of your marketing organization in terms of creating demand and contributing to revenue?
Page 7© 2012 Focus, Inc. All rights reserved.
Demand generation strategy matters most
Content marketing
Demand generation strategy and execution
Development of process – sales funnel management
Developing measurements and metrics
Properly operating our marketing automation/marketing technology
Ability to staff appropriately
Knowledge of social media
Other
0% 5% 10% 15% 20% 25%
22%
23%
17%
13%
9%
5%
8%
3%
Which skills in your marketing personnel are most important to contribut-ing to revenue? (Choose up to 3)
Page 8© 2012 Focus, Inc. All rights reserved.
There’s not a clear consensus on the source of the skills gap
Content marketing
Demand generation strategy and execution
Development of process – funnel management
Developing measurements and metrics
Properly operating our marketing automation/marketing technology
Ability to staff appropriately
Knowledge of social media
Other
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
15%
14%
15%
15%
15%
10%
12%
3%
Which skills are most lacking in your marketing personnel? (Choose up to 3)
Page 9© 2012 Focus, Inc. All rights reserved.
74% of respondents believe lack of skills affects sales-marketing misalignment
Have no way of knowing
It doesn’t affect lack of alignment
It significantly contributes lack of alignment
It somewhat affects lack of alignment
0% 10% 20% 30% 40% 50% 60%
13%
13%
24%
50%
Does the lack of skills contribute to marketing and sales misalignment?
Page 10© 2012 Focus, Inc. All rights reserved.
Most marketers are forced to “figure it out” themselves
From our marketing vendors
Live events/workshops (Example: MarketingProfs, DemandCon)
Online educational programs
Self-taught through reading blogs, books and on the job learning
We do not currently get skills training
0% 10% 20% 30% 40% 50% 60%
Where does your marketing personnel get their skills training?
Page 11© 2012 Focus, Inc. All rights reserved.
Organizations are not investing in skills training
Once every 6-months
Once per quarter
Once per year
Training is formal but on an ad-hoc basis
We do not receive training
0% 5% 10% 15% 20% 25% 30% 35% 40%
38%
How often does marketing personnel receive formal training or educa-tional skills development?
Page 12© 2012 Focus, Inc. All rights reserved.
46% of all respondents spend less than $500/year on formal training
$1-$500 per year $501- $1,000 per year $1,001 - $2,000 per year
$2,001 - $5,000 per year
$5,001 + per year0%
10%
20%
30%
40%
50%
60%
1-5
6-9
10-20
21+
This percentage is still extremely high for companies with large marketing organizations
Annual marketing budget broken out by size of marketing department
Page 13© 2012 Focus, Inc. All rights reserved.
Only 21% of respondents plan to address the skills gap with formal training
Invest in formal training
Supplement internal skills with outside partners
Encourage employees to acquire new skills on their own time
We are not addressing the gap this year
0% 5% 10% 15% 20% 25% 30% 35%
21%
30%
24%
25%
How do you plan to close the gap between needed skills and current capabilities?
Page 14© 2012 Focus, Inc. All rights reserved.
Respondents want to tackle demand generation training first
This is consistent with respondents previously stating that demand gen is most important to contributing to revenue
Better education on how to use marketing automation/marketing technology
Content marketing
Creation and execution of a demand generation strategy
Education on the changing buyer & Buyer 2.0 purchase approach
Lead management and funnel management
Marketing operations
Metrics and benchmarking
Other
Social media
0% 5% 10% 15% 20% 25%
17%
11%
24%
5%
13%
6%
10%
5%
9%
What education would be most helpful to improve marketing?
Page 15© 2012 Focus, Inc. All rights reserved.
75% of respondents believe that the marketing skills gap impacts revenue
Have no way of knowing
It doesn’t affect revenue
It significantly affects revenue
It somewhat affects revenue
0% 10% 20% 30% 40% 50% 60%
24%
51%
Is the lack of marketing skills impacting revenue?
Page 16© 2012 Focus, Inc. All rights reserved.
What’s next
Discussion
Customer examples
Recommendations
Q&A