Marketing Skills Survey 2025
Our Marketing Skills Survey 2025, sponsored by Demandbase, reveals how marketing leaders are tackling one of the biggest challenges facing B2B marketing today: building high-performing teams that are fit for the future.
Based on insights from over 100 CMOs – including 43% from $1B+ organizations – the report uncovers a clear disconnect in how marketing enablement is structured, funded, and delivered – and how high-growth organizations are closing the gap.
Access the report highlights here
Despite marketing’s evolution, too many teams are held back by fragmented, underpowered enablement. Ownership of learning and development initiatives often sits outside of marketing. Training is reactive and trigger-based. And internal capabilities are stretched thin. But high-performers are doing things differently – they’re twice as likely to own enablement within marketing, aligning it with strategy and driving measurable results. This is just one of the key factors setting leading organizations apart.
-
57%
of CMOs say it's challenging to attract and retain B2B marketing talent
-
56%
of enablement functions sit outside of marketing
-
59%
of enablement teams identify training needs ad hoc
-
$1,341
per FTE is spent on marketing enablement, on average – less than half that of sales teams
-
Spotlight Series: The role of reputation in client-centricity
In this episode of our Spotlight Series, Mark Wellings, Executive Director, Thought Leadership, explores the power of thought leadership in driving competitive advantage and differentiation in today’s dynamic B2B marketplace.
-
NetApp: Turning ABM ambition into impact
How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp’s Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.
-
Spotlight Series: The marketing upskilling reset every CMO must embrace
In this episode of our Spotlight Series, Jo Connolly, Director, Learning & Development, shares how human-centered, competency-led learning and development programs can transform B2B marketing skills – moving beyond “tick-box” training to embed client-centric growth and organizational impact.