Robot uprising kept at bay as teams are valued over tech

Chart of the Day: Having the right talent is the most important factor for organizational growth

As marketing technology evolves and more of its tasks are automated, it is only natural for people to fear that the tech they use could compromise their own value. After all, isn’t it better to place as many responsibilities in the hands of machines, which can work faster than humans, without the need to pause due to fatigue or sickness, and to a higher degree of detail?

The answer from US CMOs is ‘no’. A survey of over 300 US marketers who were asked what they believe is the most important factor for the future organic growth of their organization showed a great emphasis on the human element. Data capture and analysis is a growing factor for many companies, though it has some way to go before it becomes the top priority.

Unfortunately, other research released in February 2018 showed a skills gap in data-driven marketing. Respondents from a variety of marketing disciplines were asked to score (on a five-point scale) their confidence that their organization had hired colleagues with the right skills and expertise to derive value from the use of data. The average score was a pedestrian 2.92.

The solution is simple, though not quick and certainly not new – investment in the training of staff. If a position becomes available in your organization, whether it be in data analysis or anything else, explore the possibility of developing internal applicants into the position rather than jumping to job sites and recruiters. This will ensure your organization has the right talent to grow while instilling a long-term relationship between your company and your employee.

• Source: The CMO Survey via marketing charts
• Sample: 362 top US marketers at for-profit companies, 98% of whom are VP-level and above
• Recommended resource: Marketing careers and skills development workbook