Marketing Anchors: The case for capability in an era of transformation

Marketing is operating in an environment defined by transformation and speed. Teams face more signals, more pressure and greater scrutiny on their decisions.

Speed itself is not the problem. Uninformed speed is. Do marketers have the core marketing knowledge needed to make fast, informed decisions or is the industry operating on shaky foundations?

This study finds that only 35% of marketers meet a basic benchmark of foundational marketing knowledge. In other words, two in three marketers do not have the anchor knowledge required to navigate complexity with confidence.

The evidence is clear: Training in marketing is the strongest predictor of capability and impact. Trained marketers are four times more likely to meet the benchmark. They also report higher confidence, clearer career progression, stronger budget advocacy, and greater measurable impact.

Marketing knowledge is not a theoretical concern - it is a competitive advantage.

The message for the industry is simple: For individual marketers, investing in marketing training, not just on-the-job learning, builds the shared frameworks and language that enable faster alignment and better decisions. For leaders, prioritising team upskilling isn't optional; it's how organisations convert pace into performance. Also, learning is a continuous journey and engagement with agency partners & industry engagements is key to maintaining knowledge.

Ways in which to use this report:

1. Change the narrative and put the myth of the untrained savant to bed. Raising the bar on core marketing capability benefits the individual, the professional and the industry.
2. As a rallying call to bridge the knowledge gap. Change in the business context demands broader marketing knowledge.
3. Be inspired to engage with the industry and agency partners. Knowledge & exposure to outside perspectives and robust evidence help marketers thrive.
4. Advocate for training and external support. Use the evidence to make your case.