{"id":22790,"date":"2022-12-12T17:12:49","date_gmt":"2022-12-12T17:12:49","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/12\/in-this-economy-cmos-need-to-focus-on-training-not-tech\/"},"modified":"2022-12-12T17:12:49","modified_gmt":"2022-12-12T17:12:49","slug":"in-this-economy-cmos-need-to-focus-on-training-not-tech","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/12\/in-this-economy-cmos-need-to-focus-on-training-not-tech\/","title":{"rendered":"In this economy CMOs need to focus on training, not tech"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div itemprop=\"articleBody\">\n<p>Companies worldwide face the realities of the \u201ctriple squeeze\u201d \u2014 inflation, a shortage of talent and supply chain disruptions. The marketing organization is certainly not immune from their increasing pressure.<\/p>\n<p>In response to these economic headwinds, CFOs and CEOs prioritize investments focused on growth, which includes both digital technology (e.g., automation) and the workforce (e.g., training opportunities and other ways to retain talent).\u00a0<\/p>\n<p>One would think this focus signals good news for marketing technology budgets, but the C-suite doesn\u2019t look so positively upon more investments in martech solutions. <\/p>\n<p>Marketing technologies rank near the bottom (10th and 11th out of thirteen options) for their perceived ability to offset inflationary pressures over the next two years, according to <a href=\"https:\/\/www.gartner.com\/en\/marketing\/research\/marketing-technology-survey-2022?utm_medium=press-release&amp;utm_campaign=GML_GB_2022_GML_NPP_PR1_MARTECHSURVEY22&amp;utm_term=gi\" target=\"_blank\" rel=\"noreferrer noopener\">recent Gartner research<\/a>.<\/p>\n<p>What\u2019s more, martech utilization is shockingly low. Marketers <a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2022-10-03-gartner-survey-finds-marketers-utilize-just-42-percent-of-their-martech-stack-capabilities\" target=\"_blank\" rel=\"noreferrer noopener\">report<\/a> only using 42% of their martech stack capabilities. This is why they are struggling to demonstrate its ROI. <\/p>\n<p>Likewise, martech is among the top three capability gap areas cited by CMOs in the <a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/gartner-survey-reveals-marketing-budgets-have-increased-to-9-5--\" target=\"_blank\" rel=\"noreferrer noopener\">latest Gartner CMO Spend survey.<\/a><\/p>\n<p>That\u2019s where the business\u2019 focus on the workforce and training comes in.\u00a0<\/p>\n<h2 id=\"h-cmos-should-invest-in-martech-training\">CMOs should invest in martech training<\/h2>\n<p>Many organizations have an opportunity to invest additional funds in martech training to drive better utilization and business value.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"402\" alt=\"CMOs should invest in martech training\" class=\"wp-image-356960\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training-800x402.png 800w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training-600x301.png 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training-200x100.png 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training-768x386.png 768w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training-150x75.png 150w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training.png 1280w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training-800x402.png\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"402\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training-800x402.png\" loading=\"lazy\" alt=\"CMOs should invest in martech training\" class=\"wp-image-356960\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training-800x402.png 800w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training-600x301.png 600w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training-200x100.png 200w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training-768x386.png 768w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training-150x75.png 150w, https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/CMOs-should-invest-in-martech-training.png 1280w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\"\/><\/noscript><\/figure>\n<\/div>\n<p>If talent and technology are top-of-mind for the C-suite, how can CMOs use the current macroeconomic environment to align their own strategies and close the martech skills gap?\u00a0<\/p>\n<p>In theory, CMOs can look both internally and externally to close the talent gap, but we encourage them to think internally first. CMOs looking to contractors and consultants likely face internal resistance as these are two of the three most common areas where CFOs plan to make cuts.<\/p>\n<h2 id=\"h-where-martech-training-can-make-an-impact\">Where martech training can make an impact<\/h2>\n<p>CMOs need to cultivate adjacent, complementary skills. The real gaps are often more than using the platform itself, though those certainly exist, too. What follows are common complementary areas for growth.<\/p>\n<h3 id=\"h-experimentation-and-campaign-measurement\">Experimentation and campaign measurement<\/h3>\n<p>The key is <a href=\"https:\/\/martech.org\/the-only-two-things-that-matter-in-marketing\/\">focusing on experimentation<\/a> to find what works and should be amplified versus what needs further refinement. <\/p>\n<p>This requires a commitment to measurement and when performing more complex multistep tests, a push for cross-functional coordination. One of the easiest ways to apply this to martech is to scale A\/B testing.<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/keys-to-successful-marketing-experimentation\/\">Keys to successful marketing experimentation<\/a><\/em><\/strong><\/p>\n<h3 id=\"h-customer-journey-orchestration-and-next-best-actions\">Customer journey orchestration and next best actions<\/h3>\n<p>Outbound, calendar-based campaigns \u2014 while common \u2014 are likely not why CMOs invested so much into martech. <\/p>\n<p>A CMO\u2019s vision for that technology is likely around delivering personalized experiences across the customer life cycle. A critical part of <a href=\"https:\/\/martech.org\/what-is-personalized-marketing-and-how-is-it-used-today\/\">personalization<\/a> is the ability to respond promptly to customer signals.\u00a0<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/customer-journey-orchestration-what-is-it\/\">What is customer journey orchestration and how does it work?<\/a><\/em><\/strong><\/p>\n<h3 id=\"h-product-management-and-product-marketing-practices\">Product management and product marketing practices<\/h3>\n<p>Often, digital marketers are unaware of existing martech capabilities or the best practices to use them. CMOs can:<\/p>\n<ul>\n<li>Assign a product manager who packages capabilities into common use cases relevant to their business.<\/li>\n<li>Encourage the manager to act like a product marketer by promoting adoption and co-creation with end-user marketers.\u00a0<\/li>\n<\/ul>\n<p>To keep evolving and advancing, the most advanced teams manage martech capabilities iteratively, adjusting the mix of commercial software and custom applications to meet customer and marketing goals.<\/p>\n<p><strong><em>Dig deeper: <a href=\"https:\/\/martech.org\/product-adoption-its-tough-to-get-return-on-investment-with-something-that-isnt-used\/\">Product adoption: It\u2019s tough to get return on investment with something that isn\u2019t used<\/a><\/em><\/strong><\/p>\n<h2 id=\"h-upskilling-marketing-teams-what-cmos-must-keep-in-mind\">Upskilling marketing teams: What CMOs must keep in mind<\/h2>\n<p>CMOs should keep a couple of things in mind when upskilling their teams.\u00a0<\/p>\n<h3 id=\"h-prioritize-skills-that-can-be-quickly-learned\">Prioritize skills that can be quickly learned<\/h3>\n<p>Economic uncertainty favors prioritizing skills where proficiency can be gained quickly, in about one month, yet still have a high impact. The hallmark of these skills is that they revolve around replicable techniques or specialized process knowledge that, once taught, can be applied quickly on the job.<\/p>\n<h3 id=\"h-consider-external-hires\">Consider external hires<\/h3>\n<p>CMOs who feel their internal teams are void of martech thought leadership will likely require a few well-chosen external hires. Upskilling current staff should still be part of the plan, though.\u00a0<\/p>\n<p>When turning to outside talent, CMOs will face a competitive talent market.\u00a0While Gartner\u2019s Talent Neuron data has seen some cooling over the last several months, marketing openings are still significantly greater than the two years before the pandemic.<\/p>\n<h2 id=\"h-focus-on-driving-efficient-growth\">Focus on driving efficient growth<\/h2>\n<p>Regardless of how new martech skills are added to the team, CMOs need to focus their executive story on automation and driving efficient growth to temper CFOs\u2019 concerns about costs.\u00a0<\/p>\n<p>CMOs should lean into plans that build out triggered marketing, nest best action and customer journey use cases to demonstrate how they will increase utilization of current marketing platforms while focusing their teams on activities that promise to optimize conversion rates.\u00a0<\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\"\/>\n<hr\/>\n<p><em>Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed <a href=\"https:\/\/martech.org\/staff\">here<\/a>.<\/em><\/p>\n<hr\/>\n<div class=\"google-news-link text-center\">\n\t\t\t\t\t\t\t<em><a class=\"\" href=\"https:\/\/news.google.com\/publications\/CAAqBggKMJeAJDCAwQQ?hl=en-US&amp;gl=US&amp;ceid=US%3Aen\" target=\"_blank\" rel=\"nofollow noopener\">Add MarTech to your Google News feed.<\/a><\/em>\u00a0\u00a0\u00a0\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Google News\" width=\"140\" height=\"38\" src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/martech.org\/wp-content\/themes\/tdm-editorial\/img\/icons\/google_news.png\" loading=\"lazy\" alt=\"Google News\" width=\"140\" height=\"38\"\/><\/noscript><\/p>\n<hr\/><\/div>\n<p><!-- START EOS SPACE --><\/p>\n<p><!-- END EOS SPACE -->\t\t\t\t\t<\/p>\n<div class=\"about-author\">\n<p>About The Author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div class=\"avatar\" style=\"min-width:140px;min-height:140px;\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" alt=\"Jason McNellis\" width=\"140\" height=\"140\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/jason-mcnellis.jpg\" loading=\"lazy\"\/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2022\/12\/jason-mcnellis.jpg\" loading=\"lazy\" alt=\"Jason McNellis\" width=\"140\" height=\"140\"\/><\/noscript>\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<iframe loading=\"lazy\" id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/martech.org\/in-this-economy-cmos-need-to-spend-more-on-training-not-tech\/about:blank\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=maconanalytics&amp;show_count=true&amp;show_screen_name=true&amp;size=m\"><\/iframe><noscript><iframe id=\"twitter-widget-0\" data-lazy=\"true\" data-src=\"https:\/\/platform.twitter.com\/widgets\/follow_button.1392079123.html#_=1392650032615&amp;id=twitter-widget-0&amp;lang=en&amp;screen_name=maconanalytics&amp;show_count=true&amp;show_screen_name=true&amp;size=m\" class=\"twitter-follow-button twitter-follow-button\" title=\"Twitter Follow Button\" data-twttr-rendered=\"true\" style=\"width: 251px; height: 25px;\"><\/iframe><\/noscript>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>\t\t\t\t\t\tJason McNellis is a senior director analyst in the <a target=\"_blank\" rel=\"nofollow noopener\" href=\"https:\/\/www.gartner.com\/en\/marketing\/\">Gartner Marketing Practice<\/a>, focusing on how to enhance marketing through machine learning, artificial intelligence, marketing mix modeling, and campaign measurement.\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p>\n\t\t\t\t\t<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/martech.org\/in-this-economy-cmos-need-to-spend-more-on-training-not-tech\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Companies worldwide face the realities of the \u201ctriple squeeze\u201d \u2014 inflation, a shortage of talent and supply chain disruptions. The marketing organization is certainly not&#8230;<\/p>\n","protected":false},"author":1,"featured_media":22791,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-22790","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>In this economy CMOs need to focus on training, not tech - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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