Executive Summary

Key Insights
A roundup of all the key insights from our inaugural Skills of Tomorrow Report
Download the Report

In today's world of work, there are two types of professional.

The Talkers
High ambitions
Low reality of skills
The Doers
High ambitions
High reality of skills

Key Insights

Using our Capability Scan to measure the skills and capabilities of respondents, we identified two distinct populations in our data.
Introducing The Talkers and The Doers:

13

%

Of Business Leaders

13% of business leaders report that they are not measuring the skills of their teams at all.

Survey Data

1269
Marketing Pro's
Surveyed
242
Data Pro's
Surveyed
80
Nationalities
Surveyed

Marketing

Professionals

Data

Professionals

Talkers

44%
Ambition
Presenting Experiment Data
Using Data Insights
Clear Data Strategy

Talkers

44%
Ambition
Running Machine Learning
Evaluating Impact of ML
Analytics & Machine Learning
Clear Data Strategy

Marketing

Professionals

Data

Professionals

Doers

56%
Ambition
Presenting Experiment Data
Using Data Insights
Clear Data Strategy

Doers

56%
Ambition
Running Machine Learning
Evaluating Impact of ML
Analytics & Machine Learning
Clear Data Strategy
ADOPT THE SKILLS OF TOMORROW

From Talker - to Doer

These are the essential skills to master to go from talker - to doer!

The Marketing "Doers"

Adopt a growth mindset
Data strategy and use of experimentation data
Sharing insights and learnings with your team
Experimentation
Use of attribution models

The Data "Doers"

Adopt a Growth Mindset
Possess machine learning and analytics capabilities
Sharing insights and learnings with your team
Use simulation and machine learning programmes
Create a clear data strategy

Business Leaders: The things that matter

We spoke to 25 business leaders (including leaders from the companies below), and this is what they told us:

The top challenges businesses are facing:

Digital Transformation
44%
Impact of COVID-19
20%
Remote Working
20%

Where are the main opportunities for improvement?

Digital Skills
40%
Data Skills
40%
Agile
32%

The top challenges regarding talent are:

Digital Skills
32%
Remote Working
32%
Data Skills
24%

The most important skills over the next 2-3 years are:

Data Skills
44%
Digital Skills
40%
Growth Mindset
28%

The current strengths in skills are:

Customer Centricity
24%
Culture
16%
Management
16%

The skills of teams are being measured by:

HR Team
20%
None
20%
Consultants
16%

Business Leaders: The things that matter

We spoke to 25 business leaders (including leaders from the companies below), and this is what they told us:

The top challenges businesses are facing:

01. Digital Transformation
02. Impact of COVID-19
03. Remote Working

The top challenges businesses are facing:

01. Digital Transformation
02. Impact of COVID-19
03. Remote Working

The top challenges businesses are facing:

01. Digital Transformation
02. Impact of COVID-19
03. Remote Working

The top challenges businesses are facing:

01. Digital Transformation
02. Impact of COVID-19
03. Remote Working

The top challenges businesses are facing:

01. Digital Transformation
02. Impact of COVID-19
03. Remote Working

The top challenges businesses are facing:

01. Digital Transformation
02. Impact of COVID-19
03. Remote Working
"We see that the Doers are the professionals who acquire skills now and apply their learnings, new methods and modern tools. These professionals are preparing themselves for the future via tomorrow.

The Doers (i.e. the hands-on learners)  are winning. While the Talkers are left behind.   

The good news is that it is never too late to learn and improve your skills, to move from a Talker to a Doer. Tomorrow is this bridge that will help us close the digital skills gap. We must act. The future is already too late."

Peter van Sabben
CEO, Growth Tribe

Want to know your team's capability baselines?

This lite version of our capability analysis software is designed to help you understand your teams growth capability gaps. It takes around 15-20mins.
Take the Scan!