In-house or outsource?

👆That’s a question a lot of marketing executives face when building out and scaling their teams.

Here’s how today’s marketing teams are approaching their in-house and outsourced talent…

Current Challenges
Facing Marketing

Talent. Forecasting. Lead generation. The challenges facing modern marketing departments should come as no surprise. However, the frontrunner – by a landslide – might.

Top Priorities for Marketing

How are marketers prioritizing themselves and their teams given these growing challenges?

Not in the way you might think.

When asked what priorities leaders were focusing on over the next 12 months, “team building and scaling” didn’t even rank in the top five, despite this being one of the biggest challenges leaders reported.

MarTech: The Technologies Enabling Today’s Marketers

We asked respondents to choose which martech they considered critical to generating pipeline. Unsurprisingly, automation played a huge role in meeting goals across the board for both small and mid-sized companies.

MarTech Spend & Confidence

Allocating and planning your marketing budget is vital for getting the resources, tools and headcount you need to achieve your goals. With a growing tech stack, many marketing teams are adding additional budgets around new technologies.

You’d think that given this rise in spending that confidence in martech would be high. Unfortunately, that’s not the case.

Does the current state of marketing impact how leaders view the future of talent and technology?

Put simply, yes.

When asked what skills they saw as critical in the next five years to marketing’s success, respondents offered a mix of both hard and soft skills.

This isn’t too far off from the marketing teams we see today.