‘On the backburner’: Marketing leaders on tackling the upskilling imperative
Nearly half of marketers haven’t been offered the opportunity to upskill, compounding an existing skills problem and piling increasing pressure on teams.
Skills gaps are an unavoidable problem in any marketing department. No matter what you do there will always be something that can be improved upon. How you do that in a difficult economic landscape, however, is the real challenge.
Data analysis is comfortably the most common skills gap, according to Marketing Week’s exclusive Career and Salary Survey 2024, with over a third of marketers (36.9%) identifying this as a concern for the business. This puts the data skills gap well ahead of a lack of performance marketing skills (19.6%), content and copywriting skills (18.1%), social media (14.8%) and ecommerce (12.1%).
For Simon Michaelides, most recently chief strategy and customer officer at Riviera Travel before launching his own consultancy, it doesn’t come as a great surprise.
