With 2025 right around the corner, we need to all take a moment here to pause and take stock. Are we still adding value with what we do? Do people even care? Are we moving forward, or just treading water? This is an important question we all have to ask ourselves occasionally.
Over the last few weeks, as I dove into the state of marketing training and surveyed what leaders across the field are struggling with, it became clear that training isn’t just still relevant—it’s more important than ever.
Our recent survey with marketing leaders exposed the challenges and pressures that many of us are feeling at the moment, and the insights were eye-opening. Let’s break down the core challenges they’re facing, and why the need for upskilling has never been greater.
Enjoy the Read |
The need for marketing training is greater than ever
by Stefan Maritz, Marketing Lead at CXL |
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1. The Ground Beneath Us is Shifting—Fast
The marketing industry is evolving faster than ever. Trends that used to unfold over years now seem to change in a couple of months. AI is rewriting the rules—from content creation to analytics. Privacy laws are pulling back on data collection, making targeting trickier. And the tool stack we relied on just a couple of months ago feels like old news. In this industry, being complacent is dangerous; staying current is essential.
Google Trends backs this up. Searches for "AI for marketing courses" have skyrocketed, as marketers realize the old skills won’t cut it anymore. It’s a clear signal: keep up or get left behind. If you want to stay relevant, learning is the only path forward. |
2. Attribution Challenges: The Top Pain Point for Marketers
Our survey revealed that 60% of marketing leaders are grappling with attribution issues. In today’s multichannel, multitouch environment, understanding which actions are driving results is like untangling a the cable of a MacBook charger. Attribution is no longer just a technical challenge; it’s an existential one. Leaders are frustrated by their inability to pinpoint which efforts are working, especially in areas with limited visibility, like the “dark funnel” where people engage but don’t directly convert.
One respondent summed it up: “Visibility into the ‘dark funnel’—people that are browsing our site and materials but don’t identify themselves through a conversion point like a form fill.” Advanced skills in attribution and analytics are essential, allowing marketers to make data-driven decisions in a world where the data is increasingly often incomplete. |
3. Ads Are Eating Our Budgets Alive
Let’s talk about budgets for a second. The cost of ads is through the roof, while their impact just doesn’t carry the same punch anymore. Consumers are more ad-resistant, regulators are cracking down on tracking, and ad fatigue is a real thing. The days of “set it and forget it” ad strategies are over; as marketers, we need to be smarter, savvier, and far more strategic.
This isn’t about throwing more money into the machine; it’s about getting more out of every dollar. That means understanding multichannel strategies, mastering first-party data, and building content that genuinely resonates. These skills don’t just come from trial and error—they’re learned, and they’re critical to adapting in a shifting landscape. |
4. Resource and Capacity Constraints are Holding Teams Back
47% of respondents in our survey flagged resource constraints as a major pain point. Marketing teams are feeling the squeeze on time, budget, and headcount, and yet the pressure to deliver is only increasing. Leaders told us how their teams are running at capacity, with little room for creativity or optimization.
One comment hit hard: “Not having enough capacity to consistently create and share content.” The reality is that we’re all stretched, and without adequate resources, keeping up with the basics, let alone innovating, is a challenge. But effective training can help teams streamline and maximize the resources they do have. Upskilling isn’t just about knowledge—it’s about learning to do more with less.
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5. Quality Content is Getting Harder to Find
Today, everyone and their mom has a newsletter, random freelancers sitting without work are loading home-made "courses" to Udemy in hopes of making an extra buck. Over on the socials, many are leaning on AI to generate fast, recycled, content. But this wave of “insights” often lacks depth, creating a credibility issue. As one survey respondent put it, finding high-quality, trustworthy information is becoming like “mining for gold.”
In the vast ocean of shit content, standing out requires more than just turning up the volume—it demands true expertise. Marketers who prioritize high-quality training stand out by providing real, valuable insights. In this era of AI-generated noise, access to high quality, credible insights has become one of the most valuable assets a marketer can have. |
7. Every Company Needs Marketing (Now More Than Ever)
The need for marketing is not slowing down. Many sources are flagging digital marketing as some of the top in-demand jobs for 2025 and beyond. On a business level, in any economic climate, marketing is essential. It’s the engine that drives growth and keeps brands relevant.
But as competition intensifies, it’s no longer enough to simply “do marketing.” You need to do it better. And to get there, you need the skills and insights that only continuous learning can provide. |
8. Competition is Fiercer—For Both Companies and Talent
It’s a double-edged sword: companies are not only competing for customers but also for top talent. In another recent survey of ours, marketing agency leaders gave an average rating of 6.43 out of 7 on the importance of upskilling. This isn’t just a nice-to-have—it’s critical for staying ahead of the pack. The skills you bring to the table could be what sets your company apart—or what gets you hired over the next candidate. |
9. The Rise of T-Shaped Specialists
Companies today aren’t just looking for marketers; they’re looking for T-shaped marketers—people who have broad knowledge across multiple areas but deep expertise in a few. If you can wear multiple hats, from SEO to content to analytics, you’re the kind of marketer who can bring serious value to the team.
But developing this T-shape isn’t something you can wing. It requires focused, strategic upskilling. That’s why training is so critical; it’s how you build both the breadth and depth that modern companies crave. |
10. Demand for Training is Soaring
A quick look at Google Trends confirms what we’re seeing and hearing in the field: demand for marketing training is on the rise. As marketers face increasingly complex challenges, they’re recognizing that the skills that got them here won’t get them where they need to go. Training isn’t just about keeping up; it’s about future-proofing your career.
In an industry that's constantly evolving, continuous learning is your competitive advantage. It’s what allows you to lead, innovate, and adapt as the landscape shifts beneath your feet. |
11. Got a Personal Development Budget? Use It.
If you are in the fortunate position where you’ve got a development budget and a few hours a week to spare, don’t let it go to waste. I beg you. Investing in yourself is one of the most impactful moves you can make. The skills you acquire aren’t just checking boxes and adding certificates to your LinkedIn profile; they’re an investment in your career and future. |
Wrapping Up: The Smart Move
The bottom line? The marketing landscape is getting more complex by the day. Faster trends, tighter budgets, and rising expectations mean that standing still isn’t an option. Upskilling is no longer optional; it’s the difference between thriving and just hanging on.
At CXL, we’re here to help marketers like you build the skills that matter most in this shifting industry. Our courses go beyond trends and buzzwords, offering real, practical, up to date insights you can apply right away.
So as you look to 2025, ask yourself: Are you ready to market to a world that demands more? And please, don't go wasting your money on those courses from random freelance courses.
Here’s to growth, learning, and making every move count.
Best,
Stefan Maritz |
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