Rebuilding Marketing Enablement for Impact: Momentum ITSMA Marketing Skills 2025

The Marketing Upskilling Reset Every CMO Must Embrace

New CMO research reveals a critical blind spot in marketing enablement – and how high-growth companies are fixing it

New CMO research from Momentum ITSMA reveals a critical blind spot in marketing enablement – and how high-performers are fixing itContents

Act Now, Act Fast

Want to enable your team – and your performance?

Marketing Skills Survey 2025

Momentum ITSMA conducted an online survey to uncover the state of marketing skills and enablement today

100+

CMOs

43%

from $1bn companies

Global

NA, Europe, APAC

Marketing has Evolved.
Has Your Talent Strategy Kept Up?

Buyers are ruthlessly prioritizing spend and value creation, making it more difficult to drive consistent, scalable growth

Tech is moving fast – but marketers must move faster to beat the competition

Marketers want growth, purpose, and flexibility. For young talent, portfolio careers are the new normal

Organizations must be agile and demonstrate GTM alignment to meet high growth expectations

…Yet most marketing enablement strategies haven’t evolved. They’re fragmented, often trigger-based, and underfunded, leaving marketers unprepared and organizations vulnerable.

The Competition for Talent

6 in 10

CMOs say it’s challenging to attract
and retain B2B marketing talent

Talent is the lifeblood of modern marketing. But many CMOs admit they’re not fully set up to attract, develop, or keep that talent.

“It is challenging to attract and retain B2B marketing talent”

Average marketing enablement

Addressing the Investment Gap

<50%

The average marketing enablement investment
per FTE is less than half of what sales receive

While sales teams are being upskilled, coached, and resourced, marketers are often left behind. Budgets don’t match expectations
– and it’s affecting performance.

Average sales enablement

Marketing Enablement: Disconnected and Dispersed

56%

of enablement functions sit outside of marketing

59%

of enablement teams identify training needs ad hoc

When enablement sits outside of marketing, it loses sight of what marketing actually needs. Enablement must be aligned, embedded, and owned internally to drive value...

Ownership and Clear Strategy Drives Impact

2x

High-performing companies are twice as likely to own enablement in marketing

In high-growth companies, marketing often owns the strategy and the skills agenda. This alignment means enablement is tailored, timely, and directly tied to results. Because those closest to the performance challenges are closest to the solution.

Our marketing enablement team/role is within marketing

High-growth organizations

Flat/low-growth organizations

Effective Tactics are Being Neglected

Bespoke external training

delivers the most impact, according to CMOs

Yet the majority plan to enable their teams through internal communities and peer learning. Diversifying your training strategies is valuable, but prioritizing the wrong tactics leads to missed potential and wasted investment – which you can’t afford…

Top 3 enablement tactics planned

Top 3 most effective enablement tactics