Automation, machine learning and analytics are taking center stage as AI reshapes the business landscape. But in the rush to adopt the latest tools, one thing is often overlooked: people. For any AI-enabled initiative to succeed, employees must be willing to work with new tools, adapt to new methods, and adopt different ways of thinking.
For CMOs, this is a call to action. It’s easy to get caught up in flashy martech, but what truly determines lasting success is building a team that can evolve alongside these tools. It’s quite simple. Even the most advanced AI won’t deliver the results you want if your team isn’t prepared. Instead, prioritize skill development and continuous learning.
The growing marketing skills gap
After spending two decades teaching digital strategy at New York University’s School of Professional Studies, I have witnessed professionals’ intense drive to develop emerging skills. Even though there is a real thirst for knowledge, companies often struggle to focus on developing the skills of all their teams. In many cases, the focus remains on acquiring technology rather than equipping the workforce to use that technology effectively. The result is a growing skills gap that hinders the organization’s growth and weakens its competitive advantage.
CMOs operate in a world where marketing channels, customer expectations and technological capabilities are rapidly evolving. Keeping up requires more than just the right tools. This requires marketing teams to consistently have the right skills. In a competitive landscape where personalization and customer experience are essential, a competent and adaptable marketing organization is non-negotiable.
Equipping teams to use AI effectively
Integrating AI into your marketing workflows is not simple plug-and-play. Let’s be real: if your team is used to traditional approaches, they’ll need some basic knowledge to make AI tools work for them. Concepts like machine learning, predictive analytics, and natural language processing may sound like tech jargon, but understanding these basics makes all the difference when using AI effectively.
When teams understand what’s behind the tools, they can harness the power of AI for deeper customer insights, precise segmentation, and tailored personalization. Imagine knowing which customers are most likely to convert or adjust a campaign in real time based on sentiment analysis. However, without proper training, these tools can end up being underutilized or misapplied, meaning lost ROI and missed opportunities.
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Create a culture of adaptability
Bringing AI into the mix isn’t just plug-and-play: it shakes things up and can leave people unsettled. Change is difficult, especially when it makes people question whether there is still a place for them in the new landscape. That’s where training comes in, giving employees the tools they need to feel prepared, confident and, most importantly, valued.
As Joe Pulizzi, founder of the Content Marketing Institute, says: “Artificial intelligence is most powerful when humans and machines collaborate,” emphasizing that success comes from a true partnership between people and technology.
This is where change management programs come in. When you combine skills development with clear communication about the “why” of these AI-driven changes, you address the human side of adoption . It’s not just about learning new tools, it’s also about helping teams see how these changes align with business goals and even open up new opportunities. When employees feel this sense of purpose and connection, they are much more likely to adopt new approaches and contribute in ways that advance the entire organization.
Foster innovation and problem solving
AI excels at crunching numbers and spotting trends, but it needs human creativity and strategic insight to turn those findings into impactful strategies. When CMOs invest in ongoing skills development, they help their teams move beyond the usual routine. By understanding what AI can – and cannot – do, marketers are better positioned to ask the right questions, find creative solutions and refine their approach.
This type of emphasis on training doesn’t just build skills; this creates a culture of innovation in which team members feel free to try new things, learn from what doesn’t work, and continue to improve. When teams are comfortable with the technical and strategic aspects of AI, they are more likely to come up with new ideas that resonate with customers and build lasting brand loyalty.
Building a resilient, future-ready workforce
With the explosive growth of technological innovation in marketing, some organizations are making the mistake of training reactively, focusing on immediate needs. A more strategic approach is to develop a future-focused skill set that includes adaptability, data savvy, and customer-centric thinking. When teams are willing to learn and evolve, they become more resilient, which is especially valuable in an ever-changing landscape.
A future-ready marketing team can adopt new tools and quickly adapt to changing customer expectations and market conditions. This agility is essential for CMOs who want their marketing organizations to remain competitive.
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Advocate for comprehensive training programs
For CMOs, weaving skills development into the fabric of your organization means making a strong case for strong training programs. Here’s how to get buy-in for this essential investment.
Link training to overall goals
Show leaders how skills development directly relates to key business objectives, whether that’s improving customer satisfaction, driving sales, or delivering more consistent, high-impact marketing. A well-trained team doesn’t just get the job done; they do it better.
Prove ROI
Showcase the financial benefits of training by comparing the gains from a skilled team to the costs of underutilized tools or the expense of ongoing recruitment to fill skills gaps. A team that knows their stuff maximizes the martech you’ve invested in and brings more value to the table.
Promote a culture of continuous learning
Make it clear that training should not be a “one-off” affair. Build a learning culture that encourages curiosity, flexibility and growth. When team members view learning as an ongoing part of their work, they are more adaptable, innovative, and ready for the future.
As David Raab, founder of the CDP Institute, points out:
“Technology is there to allow you to do anything, but the biggest challenge is creating a culture of data-driven experimentation, decision-making and learning. »
This approach will help teams use technology effectively and make them more resilient in a rapidly changing landscape.
The True ROI of Investing in People
Your greatest asset is not the latest software, but the people who know how to make it work. By prioritizing skills development, you prepare your team to meet today’s challenges and anticipate tomorrow’s innovations. Upskilling your team is the smartest way to keep your marketing organization relevant, agility, and resilient. It’s an investment that keeps your team alert, adaptable, and ready for whatever the future brings.
Dig Deeper: In this economy, CMOs need to spend more on training, not technology.
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