FROM ASK RESEARCH SERVICE

Marketing Skills and Talent: Resources

What are the current capabilities marketing talent needs to succeed?

By Josch Chodakowsky, Joanna Fragopoulos    July 23, 2026    

Hiring, retaining, and nurturing talent is one of the most challenging parts of an organization — and one of the important parts to a healthy, inclusive, and innovative work environment. Companies can, and should, be proactive about establishing processes, mentorship opportunities, fellowship programs, and growth movement to enable a culture of compassion and education.

With so much lightning-speed change happening in the general marketing world, however, it can be difficult for teams to remain competitive. When it comes to keeping team skills up to date, conducting audits and assessments can help bridge gaps, as well as develop growth internally.

Some key strategies for enhancing skills include:

• Allocating budget for growth and development
• Empowering teams to continually learn
• Assessing competencies and skills
• Collaborating with other departments
• Offering training days

ANA's "The 2026 Marketing Capabilities Framework: A Human-Centered Skills Blueprint for the AI-Enabled Era" found that "skills like creativity, brand strategy, and data analytics all saw increased importance over a 12-month period. Other skills, like critical thinking and decision-making, leadership and orchestration, and agility, also saw increased importance over the same period. … What we found was the core capabilities required for effective marketing remain remarkably durable. And a clear signal that the marketer is critical as the decision layer, the interpretation layer, the creativity layer, and the trust and brand stewardship layer."

In addition, Zontee Hou, founder of Media Volery and managing director of Convince & Convert, stressed the importance of cultivating a curiosity mindset, writing in an ANA piece that "the act of asking questions and seeking to answer those questions can give you a great deal of insights, even if the answers are not straightforward or don't exist."

Further, Katrina McGhee, EVP of marketing and communications at American Heart Association, stressed that everyone should seek out mentors, collaborators, and coaches; being honest about your passions and aligning your work to them is a key part of building values and visions that can be brought to any work environment.

McGhee also noted that companies should find equitable ways to bring in new talent, such as through paid internships, stating at an ANA event, "At American Heart Association, I have a team of about 240 people. Every semester we have about 10 to 12 interns. What I love about our program is we pay a livable wage because we understand that too many college students are struggling with social detriments like health issues and housing and food insecurity. It's those things taking students away from completing their college career. For us, this is about giving them experiences and also affirming their need to take care of themselves."

Notably, marketing teams as a whole need a "North Star" when it comes to purpose; that purpose can help inspire creativity and passion, as well as create a rubric for growth.

Below are helpful best practices, trends, examples, and webinars. Don't forget to check out the ANA Educational Foundation (AEF) and the Talent and Organization hub.

Best Practices and Trends

Below are the latest resources on trends and best practices for fostering talent in the workplace.

The 2026 Marketing Capabilities Framework: A Human-Centered Skills Blueprint for the AI-Enabled Era (ANA, July 2026). In the ANA 2026 Marketing Capabilities Framework, marketing leaders make one thing clear: AI is not replacing the fundamentals of marketing; rather, it is raising the standard for how those fundamentals are applied. Built on interviews with senior marketing executives and a survey of 130 marketing leaders, the Framework identifies the skills rising in importance, the capabilities becoming foundational, and the human strengths that will define successful marketers in the AI-enabled era.

Marketing Training Gets a Reset as AI Raises the Stakes (ANA, July 2026). In recent years, CMOs and marketers have scrambled to leverage a range of new channels, spanning social media to live events to online video. But in the rush to keep up with competitors, have brands forgotten the basic tenets of marketing?

A recent Ipsos study says many companies may be developing new marketing efforts without a strong enough foundation and found that only 35 percent of marketers met the basic benchmark for foundational marketing knowledge. Training emerged as the strongest predictor of capability. Indeed, formally trained marketers were four times more likely to meet the benchmark than those without formal training, according to ANA member Ipsos.

The Latest Findings on Hiring Trends and Talent (ANA, April 2026). With the pervasiveness of AI expanding its reach into various roles and functions at organizations, the way people work is undergoing a systemic change. The AI hype often distorts and exaggerates the role of the technology within day-to-day tasks for marketers — and for many employees, this sensationalized hype morphs into a fundamental disconnect between the necessary skills departments need. What is the role AI realistically takes and will continue to take soon, and what skills do talent need to keep up with the rate of its change?

Robert Half's "Demand for Skilled Talent" report sheds light on these issues with data on marketing and creative hiring plans for the beginning of 2026. The ANA spoke with Christina Giglio, district director at Robert Half and a marketing and creative expert, on what the report's findings mean for organizations and talent.

Salary Benchmarks and Hiring Trends (ANA, March 2026). The ANA's ASK Research Team compiles an annual review of third-party marketing salary guides and hiring trends, all featured at the above link.

Survey: The Key Skillsets Marketers Need to Succeed in 2026 (ANA, February 2026). From October through December 2025, select ANA members were invited to answer a brief survey on talent development and future skills. Their responses reveal the skillsets marketing teams are prioritizing this year and how they intend to improve those skills in 2026.

When Talent Is Everywhere, Hire for Hunger (ANA, June 2026). A surplus of qualified candidates has shifted the hiring challenge from access to discernment. "Hunger," defined as initiative, curiosity, and a desire to own outcomes, is the most undervalued hiring signal. Leaders should look beyond pedigrees, tap trusted networks, and favor candidates who lean forward.

How Marketing's Talent Strategy Must Evolve in the Age of AI (ANA, June 2026). AI is changing marketing work by intensifying performance pressure, introducing new human and AI collaboration dynamics, and shifting roles from execution to outcome orchestration. Marketing leaders are increasingly redesigning talent models to operate with more speed, adaptability, and confidence in an AI-centered operating reality. This article outlines five talent strategy changes, spanning organization design, capability development, sourcing, extended workforce integration, and governance.

Global CMO Growth Council Spotlight on Talent, Cannes 2025 (ANA, July 2025). At Cannes, the Talent Working Team tackled one of marketing's most urgent challenges: building future-ready teams in an era defined by AI, data, and constant change. The session explored how CMOs must rethink talent strategies to close critical skills gaps, foster cross-functional collaboration, and create cultures that attract, retain, and grow modern marketing talent. The discussion underscored the need for new learning models, stronger ties to tech and data functions, and leadership that inspires both performance and purpose.

ETS: Redefining KPIs with Durable Skills in the Age of AI (ANA, September 2025). ETS is on a mission to prepare 100 million people for the next generation of jobs by 2035. At the heart of this effort is a belief that meaningful progress starts with measurement. If organizations can't measure where they are today, they can't build what's next. ETS is advancing the science of measurement to power human progress, putting actionable data behind what drives business forward: people.

How to Keep Your Company's Talent Pipeline Flowing (ANA, February 2025). Brand leaders from American Express, Procter & Gamble, and Columbia Business School treated ANA conference attendees to a panel discussion on facilitating marketing talent. The group shared strategies they are implementing for developing talent, addressing existing challenges, finding talent through non-traditional or alternative pipelines, and more.

Examples

Below are examples of marketers successfully leveraging talent trainings, hiring practices, and capability learnings.

What Marketers Can Learn from American Express's "Always in Beta" Mindset (ANA, February 2026). Heather Strickland, director of learning development programs at American Express, has a passion for career and skill development. In fact, her deep love of skill enhancement prompted American Express (AmEx) to task her with designing and leading an internal skill-development program for marketers at American Express. During an ANA 1-Day Conference, Strickland shared simple, practical ways for marketers to build learning into their daily flow of work, influence their own organization's growth culture, and future-proof their careers in a constantly changing industry. She refers to this approach as an "always in beta" mindset.

Cisco Creates an Immersive Training Event to Upskill Sellers (ANA, July 2024). IMPACT 2024 — Cisco's premier sales kickoff in Las Vegas — united 20,000 global sellers for immersive training, strategic insights, and celebratory recognition. Aiming for personalized experiences, the event enhanced connections, sharpened competitiveness, and inspired success, catering to Cisco's diverse and dynamic salesforce.

Be Bold Be Brilliant Be You (ANA, February 2024). Katrina McGhee, EVP of marketing and communications at American Heart Association, shared how up and coming talent can sell themselves in their career by bringing their whole self to the office, releasing themselves from the pressures of competition, and building a support system filled with mentors, sponsors, coaches, collaborators, and encouragers.

Webinars and Podcasts

Below are the webinars and podcasts that discuss the talent landscape.

Introducing the Future Marketer with ANA CEO Bob Liodice (ANA, January 2026). ANA CEO Bob Liodice discussed the skills and traits that marketers will need in 2026 and beyond. Along with host Mike Berberich, Liodice covered the reasons why he is optimistic about the future of marketing, despite growing concerns related to AI and the economy; why he believes brand building is the premier pathway to shareholder growth and how marketers can sell executives on the need for brand investment; the biggest challenge facing each aspect of the marketing industry in 2026; and one thing every marketer has to do in 2026.

Find and Keep Great Marketing Talent Using AI-Powered Resources (ANA, December 2025). In this webinar, gain insights into the evolving business of talent acquisition, workforce development, and human resources as AI is rapidly changing the professional ecosystem. Learn from industry experts about innovative hiring strategies, talent retention techniques, and emerging trends that are reshaping how organizations attract, develop, and nurture top talent.

An Insider's View on the Marketing Talent Crisis with Cecilia Dones (ANA, August 2025). For years now, the marketing industry has faced a talent gap, especially when recruiting entry-level employees with the technological chops to thrive in a 21st century marketing environment. Dr. Cecilia Dones, founder of and principal at 3 Standard Deviations and former professor at Columbia Business School, has a unique perspective on this crisis, with experience in both the business and academic worlds. She joined On Scope: The Marketing Podcast to provide her perspective on what both sides can do to close the gap and better prepare college students and young professionals for career success.

Tools

Below are tools that can work as talent organizational aids.

Skills and Capability GAP Analysis Quick Win (ANA/Demand Metric). Even the most well-crafted strategies can stall if your organization lacks the necessary skills or capabilities to execute them. Whether you're entering a new market, launching a new product line, or adapting to a shift in your business model, success hinges on your team's readiness. By identifying current skill gaps and evaluating what's needed to move forward, leaders can make informed decisions about hiring, training, partnering, or investing in tools to close those gaps and support strategic execution.

Marketing Skills Matrix (ANA/Demand Metric). This template is designed to help you increase the skill sets of your marketing team. With this tool, you will be able to create a visual overview of the tactical and strategic skills your employees have.

Modern Marketing Capabilities Assessment (ANA/Demand Metric). This easy-to-use self-assessment tool will help your marketing team understand how capable they are and specific areas where they can grow.

Develop Your Team's Strategic Skill Set (ANA/Demand Metric). This How-To Guide has been designed to provide practical advice for educating and developing your team to improve the productivity and finished work of your staff. See these related tools:

• o Benchmarking Your Core Competencies.
• o Develop Your Team's Strategic Skill Set.

Training

Below are ANA trainings to help marketers deepen their talent organization knowledge.

Business Skills: Team Effectiveness Certificate Program (ANA). The Business Skills: Team Effectiveness Certificate Program is a seven-hour, self-paced, online certificate program comprising five courses, designed to help you foster a team dynamic conducive to achieving organizational goals. Led by leading real-world experts, the program includes courses to help you communicate and collaborate within your team, apply a step-by-step critical thinking process to solve problems, use innovative thinking to drive progress, manage your time effectively, and write and deliver engaging presentations.

Committees

Below are ANA committees that connects marketers to other industry experts and communities.

Marketing Capabilities Council (ANA). The Marketing Capabilities Council brings together global marketing leaders who spearhead capability or talent transformation efforts at their marketing organizations. The Council is open to client-side marketers seeking to collaborate on strategies that enhance Learning and Development (L&D) and drive industry advancements.

ANA Talent Leadership Council (ANA). The ANA Talent Leadership Council is an invitation‑only group of senior leaders focused on advancing how marketing organizations attract, develop, and lead talent. The Council explores the evolving structure of marketing teams in an era of rapid transformation, addressing the capabilities, operating models, and leadership approaches required to drive sustained impact.

Through collaborative insight and shared expertise, members help define modern standards for marketing talent and management — strengthening how organizations build high‑performing teams and elevate marketing's role in driving growth.

Last updated July 2026.