Good marketers are hard to find. In fact, many organizations today are facing huge gaps in their marketing team roster – there just aren’t enough people to do the job.
Take Sears, for example. If you go on to their job listing page, you’ll see they’re currently looking for more than 250 marketing professionals alone. Run a quick search of “marketing automation manager” on popular job site Indeed.com – it yields over 3,700 openings!
The reason? In a digital marketing age, the skills and talents that make marketers successful have shifted dramatically – leaving companies struggling to find the people they need. And they aren’t just looking for marketers who know how to run programs – they’re looking for marketers who can measure them. According to a recent survey by Accenture, 42% of CMOs believe analytics skills will soon be a core competence of marketing.
Today, Marketo announced that they’re standing up for the next generation of marketers. Partnering with Cal Poly’s Orfalea College of Business, Marketo will be helping to prepare undergrads for this new world of marketing. The Cal Poly philosophy of “Learn by Doing” is all about giving students the proper tools, skills and practical hands on experience to be successful and competitive in any industry – perfectly aligned with Marketo’s mission to ensure marketers thrive.
To develop its next curriculum, Cal Poly will be leveraging Marketo’s Definitive Guides to teach successful customer engagement, marketing automation and digital marketing practices. Students will also have access to Marketo’s customer engagement platform to complete their assignments, and to practice the techniques they learn.
Going forward, we expect to see this program grow and expand to other universities, but with one consistent goal: to help today’s young leaders proactively address tomorrow’s business concerns, and to empower the next generation of marketing innovation.