A third of marketers (33.5%) are not being offered opportunities to enhance their skills at work, Marketing Week’s 2023 Career and Salary Survey can reveal.
The problem is more pronounced in B2C (32.9%) than B2B (30.1%), with the biggest gap identified among marketers working in companies that span both B2B and B2C (38%).
The majority of companies are upskilling their marketers, though, with 58% of the 3,000-plus marketers taking part in this year’s survey saying they’re being offered the opportunity to boost their skills and knowledge by their employers.
This rises slightly to 61% for B2B marketers, but drops to 54.4% for marketers working at brands with a mix of B2B and B2C. For marketers working in B2C the figure is 58.2%.
SMEs are providing more upskilling opportunities than large organisations, with 60% of smaller businesses giving their marketers space to enhance their skills, compared with 54.3% of their larger counterparts.
However, while the majority are offered opportunities to enhance their skills, a third (33.5%) say they have no access to training of this kind.
Most marketers are confident they already have the skills businesses are looking for, though, with the vast majority (91.1%) saying they have the right combination of skills for their business.
For male identifying respondents, 93.8% feel they have the right combination of skills, compared with 89.8% of female respondents.
Gen Z (those aged 26 and under) are the most confident generation, with 92.8% believing they have the right set of skills. For Gen Y (27- to 42-year-olds) , that number is 91.1%, and for Gen X (those aged 43 to 58) it’s 90.6%.
Split by company type, 92.4% of B2B marketers feel they have the right skills, as do 90.4% of B2C marketers and 90.2% of marketers with a mix of B2B and B2C.
Data analysis is the biggest skills gap for marketing teamsFor SME marketers, 91.3% say they feel they have the skills for the job, alongside 90.8% of marketers at large organisations.
For those who don’t feel they have the right skill set (8.9%), a lack of digital and ecommerce skills is the biggest barrier (23.9%).
This is followed by general marketing skills (16.8%), a lack of time and resources to develop (15.9%) and a lack of confidence and experience in marketing skills (14.1%).
A tenth (10.6%) of these marketers say their current role isn’t the direction they want their career to go, while 9.7% say it’s down to a lack of training, and 6.2% say their current role is not suited to their skillset.
Just 4.4% say the reason for feeling they don’t have the right skills is because they have a niche or industry specific skillset already, while 2.7% say they lack social media skills, and 0.9% say it’s because of a lack of content creation skills.
As part of our Anatomy of a Marketer series, which is based on data from the Marketing Week Career and Salary Survey, we take a closer look at the marketing skills that are needed, necessary and fundamental to success in the current and future environment, as well as those that aren’t.