milkshake 11
MARKETERS NEED
A ROBUST SKILL SET
86% say a lack of resources and
capabilities impairs the performance of
their team. The top deficiencies include:
Customer journey,
acquisition, and conversion
Segmentation and personal-
sized messaging scale
Actioning on customer
date insight
Demand generation
and pipeline
Marketing planning to
support digital growth
42%
37%
31%
30%
TOP 5 ORGANIZATIONAL DEVELOPMENT
PRIORITIES IN MARKETING
Expand marketing automation
across all functions
Deepen marketing capabilities
across all channels
Better align marketing with
lines of business
Upgrade marketing
competencies of team
61%
58%
39%
32%
TOP 5 AREAS OF EXPERTISE WANTED
IN A MARKETING LEADER
Go-to market execution and
operation
Content and demand generation
Digital interactive marketing
Strategic planning, branding,
and positioning
Sales intelligence and CRM
25%
Source: CMO Council report, “Scaling the Value of the CMO”, is based
on a survey of 1560 global marketing leaders.
Content marketing isn’t about the
brand, your products, or your services.
It’s about your audience. What do they
care about? And, more importantly, how can
you be the one to provide something no one else
is, which in turn elevates your brand from a
commodity to something people embrace?”
- Michele Linn, Former Editorial Head of the Content Marketing Institute
44%
45%
38%
33%
24%
November 2022