Spotlight Series: The marketing upskilling reset every CMO must embrace

Hosted by Meta Karagianni, Chief Consulting Officer, our Spotlight Series brings you first-hand perspectives from Momentum ITSMA’s Subject Matter Experts (SMEs). These conversations uncover key learnings, explore the biggest trends and challenges in marketing, and highlight the strategies driving transformation in an increasingly client-centric world.

In this episode, Jo and Meta discuss the shift from one-off training to a culture of continuous, client-centric learning that drives real business results. Jo shares her expertise on building human-centered, competency-led enablement programs that unlock growth for marketers and organizations alike.

Jo has an extensive background in both B2B marketing and L&D strategy. With a deep passion for client-centricity, she believes in truly understanding clients’ needs and being a trusted partner, to define and deliver learning experiences that will craft the workforce of today… and tomorrow.

Jo draws on her passion for “human-centered growth” and her experience designing large-scale academies and bespoke leadership programs. She explains why organizations that embrace “squiggly careers” – supporting non-linear, authentic development – gain a true competitive edge. She highlights the pitfalls of surface-level, “tick-the-box” enablement and the importance of aligning learning with strategic priorities, creating space for ongoing development, and engaging leaders to foster accountability and a culture of learning.

“Organizations that understand squiggly careers are the ones that absolutely fly in this space… When people put their talent at the heart of their strategy, that is when they see growth.” 

Jo shares practical examples, from building global marketing academies that blend in-person connection with digital learning, to targeted “supercharged sessions” that address specific competency gaps. She also discusses the growing role of AI as an enabler within learning programs, and how robust assessment and leader engagement ensure that enablement delivers measurable, long-term impact.

• Why human-centered, competency-led learning is key to marketing skills transformation
• How to move from “moments in time” training to embedded, ongoing development
• The role of leaders in creating a culture of accountability and growth
• How to design learning programs that align with business strategy and client-centricity
• The future of marketing enablement: AI, mentoring, and continuous upskilling