As GenAI and economic uncertainty reshape the marketing world, marketing leaders are under pressure to future-proof their teams. Recent Gartner analysis of over 100,000 marketing job postings reveals a seismic shift in the skills sought by high-performing CMOs — those who are 2.6 times more likely to help their companies exceed annual revenue and profit goals. These “market-shaper” leaders are prioritizing customer segment expertise, relationship-building and strategic messaging, but they face a critical challenge: the talent pipeline is lagging behind the pace of innovation.
Despite 86% of CMOs citing GenAI as a leading driver for 2025 marketing strategies, only 2.3% of job postings in 2024 explicitly mention GenAI skills or responsibilities. This disconnect highlights a broader issue: while GenAI has moved beyond the pilot phase in many organizations, its adoption is hampered by a shortage of skilled talent and uneven integration across marketing roles. The gap is particularly striking given the rapid evolution of GenAI tools and their potential to transform marketing output, from content creation to campaign analysis.
Data Skills Dominate, but GenAI Upskilling is Urgent
Technical data skills remain the backbone of modern marketing teams. In 2024, 57% of CMO leadership job postings and 62% of other marketing roles required proficiency in data analysis, strategic decision-making and tool dexterity. These capabilities are essential for marketers to deliver measurable results and support broader business objectives. However, the rise of GenAI is shifting the skill mix even further, demanding not just technical prowess, but the ability to leverage new tools for increased volume and quality of output.
CMOs are advised to close data capability gaps by hiring or upskilling teams in both soft and technical data skills. This means building talent pipelines that support marketers in developing strategic thinking, data methodology and adaptability to emerging technologies. Offering GenAI training to current employees is a critical step, enabling teams to quickly adopt easy-to-learn tools while also considering the benefits of hiring new talent with deeper, more sophisticated GenAI expertise. The ability to rapidly adapt and implement these technologies will be a defining factor for marketing organizations aiming to stay ahead of competitors.
Building Market-Shaping Teams for the Future
To thrive in this new environment, CMOs must evaluate their teams and job candidates across four key areas:
- Depth of customer and market insight
- Positioning
- Innovation
- Strategy
The most effective marketing leaders are those who can shape markets, not just respond to them, by fostering teams with a blend of analytical rigor and creative agility. This requires not only technical know-how but also the ability to anticipate shifts in consumer behavior and proactively adjust messaging and tactics.
Budget constraints add another layer of complexity, as marketing talent allocation continues to shrink. CMOs must prove the value of marketing by demonstrating how modernized skills drive business growth. This requires a deliberate approach to hiring and development, focusing on competencies that support cross-functional collaboration, digital transformation and GenAI integration. Investing in ongoing education and professional development will help ensure that marketing teams remain agile and prepared for future disruptions.
The path forward is clear: CMOs who invest in upskilling their teams, embrace GenAI, and prioritize data-driven decision-making will be best positioned to navigate uncertainty and lead their organizations to new heights. The marketing talent landscape is evolving fast, and those who move quickly to align skills with strategic goals will shape the future of their
industries. As GenAI and data skills become increasingly central to marketing success, organizations must act decisively to build teams capable of driving innovation, delivering results and shaping markets in an era of rapid change.
