Bristol, UK: Modern, the B2B digital marketing consultants, have released new research which finds that two out of three Chief Marketing Officers (CMOs) are using less than 50% of their marketing technology stack.

At a time when digital technology and automation are accelerating, the range of skills expected from marketing professionals will continue to expand. It is a CMOs responsibility to identify this and help employees acquire the skills to succeed. The digital skills shortage has far-reaching consequences as outlined in the report. Digital skills are the currency for transformation, and the solution lies in making development sustainable and fostering a learning culture that embraces development, agile working and collaboration.”

Nicola Ray, CEO at Modern

At a time when digital technology and automation are accelerating, the range of skills expected from marketing professionals will continue to expand. It is a CMOs responsibility to identify this and help employees acquire the skills to succeed. The digital skills shortage has far-reaching consequences as outlined in the report. Digital skills are the currency for transformation, and the solution lies in making development sustainable and fostering a learning culture that embraces development, agile working and collaboration.”

Nicola Ray, CEO at Modern

The report asks CMOs to select from a list of 12 digital skills that need to be addressed despite the consensus around the digital skills gap. The data shows that every option was selected by at least 17% of CMOs – suggesting enterprises are struggling with a whole range of different issues and shortfalls in their teams’ capabilities.

The research was conducted in December 2021 with 300 CMOs across the UK and the US. More information is available in the report: Digital Connections. 

About Modern

Modern challenges the status quo to unlock the potential behind technology. Partnering with forward-thinking CMOs and business leaders to help them transform their marketing function; connecting technology with customer data and in-depth insight to add more value to the business.

Through long-lasting partnerships, we support our clients to shape change through technology, strategy and execution of programmes designed to enhance the customer experience at every part of the buying journey.

We provide expert technology advice from our multidisciplinary team of strategists, technologists and digital and data experts to support the CMOs vision to deliver organisational growth in today’s complex market.

The report asks CMOs to select from a list of 12 digital skills that need to be addressed despite the consensus around the digital skills gap. The data shows that every option was selected by at least 17% of CMOs – suggesting enterprises are struggling with a whole range of different issues and shortfalls in their teams’ capabilities.

The research was conducted in December 2021 with 300 CMOs across the UK and the US. More information is available in the report: Digital Connections. 

About Modern

Modern challenges the status quo to unlock the potential behind technology. Partnering with forward-thinking CMOs and business leaders to help them transform their marketing function; connecting technology with customer data and in-depth insight to add more value to the business.

Through long-lasting partnerships, we support our clients to shape change through technology, strategy and execution of programmes designed to enhance the customer experience at every part of the buying journey.

We provide expert technology advice from our multidisciplinary team of strategists, technologists and digital and data experts to support the CMOs vision to deliver organisational growth in today’s complex market.