Marketing Skills Survey 2025
Momentum ITSMA’s Marketing Skills Survey 2025, sponsored by Demandbase, reveals how marketing leaders are tackling one of the biggest challenges facing B2B marketing today: building high-performing teams that are fit for the future.
Based on insights from over 100 CMOs – including 43% from $1B+ organizations – the report uncovers a clear disconnect in how marketing enablement is structured, funded, and delivered – and how high-growth organizations are closing the gap.
Access the report highlights here
Despite marketing’s evolution, too many teams are held back by fragmented, underpowered enablement. Ownership of learning and development initiatives often sits outside of marketing. Training is reactive and trigger-based. And internal capabilities are stretched thin. But high-performers are doing things differently – they’re twice as likely to own enablement within marketing, aligning it with strategy and driving measurable results. This is just one of the key factors setting leading organizations apart.
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57%
of CMOs say it's challenging to attract and retain B2B marketing talent
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56%
of enablement functions sit outside of marketing
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59%
of enablement teams identify training needs ad hoc
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$1,341
per FTE is spent on marketing enablement, on average – less than half that of sales teams
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