‘Your friend not your enemy’: Closing the marketing effectiveness skills gap
Differing definitions, evolving practices and the expectation of increased rigour could all be driving a skills gap. How do brands begin to address these issues?
In marketing circles, effectiveness is probably one of the most talked about topics there is. The conversation has been driven forward by industry bodies, consultancies, agencies and brands, as well as individual leaders.
Yet, despite there being more written and said about marketing effectiveness than ever, many marketers still feel their teams are not adequately equipped. In fact, effectiveness emerges as the biggest skills gap in terms of core marketing skills in Marketing Week’s 2025 Career & Salary Survey.
Broken down to its simplest form, marketing effectiveness means ensuring the work the function does is driving meaningful impact for the business. The fact three in five marketers feel their team is not properly equipped is extremely concerning.
