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Skills gap surveyresults Presentation Transcript

  • 1. Marketing Skills GapApril 2012
  • 2. 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 © 2012 Focus, Inc. All rights reserved. Page 2
  • 3. Executive SummaryB2B Marketers still have a long way to go in order to gain the skillsnecessary to succeed and excel in today’s business environment. Amongthe many findings in the study, the research revealed some of the followingfrom 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 theyencourage their marketing personnel to acquire the skills on their own time © 2012 Focus, Inc. All rights reserved. Page 3
  • 4. Executive SummaryThe role of B2B marketing has never been more important due to thechange in the B2B buyer and the need to impact revenue. Yet, manymarketers are struggling to acquire the right skills in order to do their jobseffectively. This study reveals the impact that these lack of skills are havingon revenue, the sales and marketing alignment gap, and how little theseorganizations are doing to change the dynamic within their organizations. © 2012 Focus, Inc. All rights reserved. Page 4
  • 5. Respondent profile How many people are in your marketing organization? 18% 1-5 6-9 13% 10-20 57% 21+ What is the annual revenue of your 12% company? $501M+ 16% $251M - $500M 4% $101M-$250M 6% $51M-$100M 5% $26M-$50M 5% $1M-25M 32% Less than $1M 31% 0% 5% 10% 15% 20% 25% 30% 35% © 2012 Focus, Inc. All rights reserved. Page 5
  • 6. Less than 20% of marketers ratethemselves as “highly effective” How would you rate the overall skill and effectiveness of your marketing organization in terms of creating demand and contributing to revenue? Somewhat effective 63% Not at all effective 14%Marketing is not looked to for demand generation & revenue 6% Highly effective 18% 0% 10% 20% 30% 40% 50% 60% 70% © 2012 Focus, Inc. All rights reserved. Page 6
  • 7. Demand generation strategy matters most Which skills in your marketing personnel are most important to contributing to revenue? (Choose up to 3) Other 3% Knowledge of social media 8% Ability to staff appropriately 5%Properly operating our marketing automation/marketing technology 9% Developing measurements and metrics 13% Development of process – sales funnel management 17% Demand generation strategy and execution 23% Content marketing 22% 0% 5% 10% 15% 20% 25% © 2012 Focus, Inc. All rights reserved. Page 7
  • 8. There’s not a clear consensus on thesource of the skills gap Which skills are most lacking in your marketing personnel? (Choose up to 3) Other 3% Knowledge of social media 12% Ability to staff appropriately 10%Properly operating our marketing automation/marketing technology 15% Developing measurements and metrics 15% Development of process – funnel management 15% Demand generation strategy and execution 14% Content marketing 15% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% © 2012 Focus, Inc. All rights reserved. Page 8
  • 9. 74% of respondents believe lack of skillsaffects sales-marketing misalignment Does the lack of skills contribute to marketing and sales misalignment? It somewhat affects lack of alignment 50%It significantly contributes lack of alignment 24% It doesn’t affect lack of alignment 13% Have no way of knowing 13% 0% 10% 20% 30% 40% 50% 60% © 2012 Focus, Inc. All rights reserved. Page 9
  • 10. Most marketers are forced to “figure itout” themselves Where does your marketing personnel get their skills training? We do not currently get skills trainingSelf-taught through reading blogs, books and on the job learning Online educational programsLive events/workshops (Example: MarketingProfs, DemandCon) From our marketing vendors 0% 10% 20% 30% 40% 50% 60% © 2012 Focus, Inc. All rights reserved. Page 10
  • 11. Organizations are not investing in skillstraining How often does marketing personnel receive formal training or educational skills development? We do not receive training 38%Training is formal but on an ad-hoc basis Once per year Once per quarter Once every 6-months 0% 5% 10% 15% 20% 25% 30% 35% 40% © 2012 Focus, Inc. All rights reserved. Page 11
  • 12. 46% of all respondents spend less than$500/year on formal training Annual marketing budget broken out by size of marketing department60%50%40% 1-530% 6-9 10-2020% 21+10% 0% $1-$500 per year $501- $1,000 per year $1,001 - $2,000 per $2,001 - $5,000 per $5,001 + per year year year This percentage is still extremely high for companies with large marketing organizations © 2012 Focus, Inc. All rights reserved. Page 12
  • 13. Only 21% of respondents plan to addressthe skills gap with formal training How do you plan to close the gap between needed skills and current capabilities? We are not addressing the gap this year 25%Encourage employees to acquire new skills on their own time 24% Supplement internal skills with outside partners 30% Invest in formal training 21% 0% 5% 10% 15% 20% 25% 30% 35% © 2012 Focus, Inc. All rights reserved. Page 13
  • 14. Respondents want to tackle demandgeneration training first What education would be most helpful to improve marketing? Social media 9% Other 5% Metrics and benchmarking 10% Marketing operations 6% Lead management and funnel management 13%Education on the changing buyer & Buyer 2.0 purchase approach 5% Creation and execution of a demand generation strategy 24% Content marketing 11% Better education on how to use marketing automation/marketing 17% technology 0% 5% 10% 15% 20% 25% This is consistent with respondents previously stating that demand gen is most important to contributing to revenue © 2012 Focus, Inc. All rights reserved. Page 14
  • 15. 75% of respondents believe that themarketing skills gap impacts revenue Is the lack of marketing skills impacting revenue? It somewhat affects revenue 51%It significantly affects revenue 24% It doesn’t affect revenue Have no way of knowing 0% 10% 20% 30% 40% 50% 60% © 2012 Focus, Inc. All rights reserved. Page 15
  • 16. What’s next Discussion Customer examples Recommendations Q&A © 2012 Focus, Inc. All rights reserved. Page 16