Skills and capabilities across digital marketing, CX, data and analytics have flatlined in Australia over the last three years according to a study of more than 200 marketers. If the data is right, brands are delusional about the skills they have versus what they need, while half the market has either been stripped of CX responsibility, or never had it to start with. Fresh from a decade in the UK, Coles GM of Brand, Digital and Design Sam McLeod thinks Australia is way behind the data-to-insight curve. Willem Paling has just left Woolies X and Cartology and says marketing must present itself as greater than the ads or promotional function if it is to regain the CX remit. Teresa Sperti, whose firm Arktic Fox is behind the Marketing State of Play study, thinks ANZ’s marketing team and Kate Young have set the standard when it comes to equipping teams with the skills now sorely required. But there’s a big chunk of the market that needs a plan, pronto. 

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