Why your marketing team needs training, not just tech, in the age of AI

Automation, machine learning and analytics are taking center stage as AI reshapes the business landscape. But in the rush to adopt the latest tools, one thing is often overlooked — the people. For any AI-driven initiative to succeed, employees must be ready to work with new tools, adapt to fresh methods and embrace different ways of thinking.

For CMOs, this is a call to action. It’s easy to get swept up in flashy martech, but what really drives lasting success is building a team that can evolve alongside these tools. It’s pretty simple. Even the most advanced AI won’t deliver the expected results if your team isn’t prepared. Instead, prioritize upskilling and continuous learning.

The growing skill gap in marketing

Having spent two decades teaching digital strategy at New York University’s School of Professional Studies, I witnessed firsthand the intense drive professionals have to develop emerging skills. While there’s a clear hunger for knowledge, businesses often struggle to focus on team-wide skill development. In many cases, the focus remains on technology acquisition rather than equipping the workforce to use that technology effectively. The result is a growing skill gap that stunts the organization’s growth and weakens its competitive edge.

CMOs operate in a world where marketing channels, customer expectations and technological capabilities change rapidly. Keeping pace requires more than the right tools. It demands that marketing teams consistently have the right skills. In a competitive landscape where personalization and customer experience are must-haves, a skilled, adaptable marketing organization is non-negotiable.

Equipping teams to use AI effectively

Integrating AI into your marketing workflows isn’t a quick plug-and-play. Let’s face it — if your team is used to traditional approaches, they’ll need some foundational knowledge to make AI tools work for them. Concepts like machine learning, predictive analytics and natural language processing might sound like tech jargon, but understanding these basics makes all the difference when using AI effectively.

When teams grasp what’s behind the tools, they can harness AI’s power for things like deeper customer insights, precise segmentation and tailored personalization. Imagine knowing which customers are most likely to convert or adjust a campaign in real time based on sentiment analysis. Without proper training, though, these tools can end up underutilized or misapplied, which means lost ROI and missed opportunities.

Dig deeper: Why martech integration needs more than technical skills

Creating a culture of adaptability

Bringing AI into the mix isn’t just a simple plug-and-play — it shakes things up and can leave people feeling unsettled. Change is tough, especially when it makes people question if there’s still a place for them in the new landscape. That’s where training steps in, giving employees the tools they need to feel prepared, confident and, most importantly, valued. 

As Joe Pulizzi, founder of the Content Marketing Institute, puts it, “Artificial intelligence is most powerful when humans and machines collaborate,” highlighting that success comes from a true partnership between people and technology.

That’s where change management programs come in. When you combine skill development with clear communication on the “why” behind these AI-driven changes, you’re tackling the human side of adoption. It’s not just about learning new tools — it’s about helping teams see how these changes align with company goals and even open up new opportunities. When employees feel that sense of purpose and connection, they’re far more likely to embrace new approaches and contribute in a way that moves the whole organization forward.

Fostering innovation and problem-solving

AI shines at crunching numbers and spotting trends, but it needs human creativity and strategic insight to turn those findings into impactful strategies. When CMOs invest in ongoing skill development, they’re helping their teams go beyond the usual routine. With an understanding of what AI can — and can’t — do, marketers are better positioned to ask the right questions, find creative solutions and refine their approach.

This kind of focus on training doesn’t just build skills; it creates a culture of innovation where team members feel free to try new things, learn from what doesn’t work and keep improving. When teams are comfortable with AI’s technical and strategic sides, they’re more likely to come up with fresh ideas that resonate with customers and build lasting brand loyalty.

Building a resilient, future-ready workforce

With the explosive growth of marketing technology innovation, some organizations make the mistake of training reactively, focusing on immediate needs. A more strategic approach is to build a forward-looking skillset that includes adaptability, data literacy and customer-centric thinking. When teams are prepared to learn and evolve, they become more resilient, which is especially valuable in a landscape that constantly shifts.

A future-ready marketing workforce can adopt new tools and adapt quickly to changing customer expectations and market conditions. This agility is essential for CMOs who want their marketing organizations to stay competitive.

Dig deeper: 6 core competencies every martech manager needs

Making the case for comprehensive training programs

For CMOs, getting skill development woven into the fabric of your organization means making a strong case for robust training programs. Here’s how to get buy-in for this essential investment.

Tie training to big-picture goals

Show leadership how skill development connects directly to key business goals, whether it’s improving customer satisfaction, boosting sales or delivering more consistent, high-impact marketing. A well-trained team doesn’t just get the job done; they do it better.

Prove the ROI

Lay out the financial upside of training by comparing the gains from a skilled team to the costs of underused tools or the expense of continually hiring to bridge skill gaps. A team that knows its stuff maximizes the martech you’ve invested in and brings more value to the table.

Promote a culture of continuous learning

Make it clear that training shouldn’t be a “one and done” deal. Build a learning culture that encourages curiosity, flexibility and growth. When team members see learning as an ongoing part of their work, they’re more adaptable, innovative and ready to tackle whatever’s next. 

As David Raab, founder of The CDP Institute, points out: 

“The technology is there to enable you to do anything, but the biggest challenge is creating a culture of experimentation, data-driven decision-making and learning.” 

This approach will help teams use technology effectively and make them more resilient in a fast-changing landscape.

The true ROI of investing in people

Your greatest asset isn’t the latest software — it’s the people who know how to make it work. By prioritizing skill development, you’re setting up your team to handle today’s challenges and get ahead of tomorrow’s innovations. Upskilling your team is the smartest way to keep your marketing organization relevant, agile and resilient. It’s an investment that keeps your team sharp, adaptable and ready for whatever the future holds.

Dig deeper: In this economy CMOs need to spend more on training, not tech

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