CMOs 'must tackle job loss fears as tech jitters soar'

Fresh evidence has emerged of the potentially devastating effect of the rise of technology in the marketing industry, with nearly nine out of ten (89%) professionals fearful that new tools, including GenAI, will trigger lay-offs at their company.

So says a new Gartner study, which reveals that while the majority of marketers are optimistic about their career progression and skill preparedness, more than half (55%) report experiencing mismatched job expectations in their current roles.

This is compounded by environmental uncertainty and undue burden from martech systems: 61% of marketers reveal they have encountered a technology and/or process change in the past 12 months. In addition, marketers also cite instability in leadership as a factor, with 20% having experienced a recent change in senior marketing leadership.

Meanwhile, over half (55%) agree that martech is complicated and difficult to use, and two thirds say learning takes time away from day-to-day responsibilities.

Gartner Marketing Practice director of advisory Iliyana Hadjistoyanova said: “These findings should be a red flag for CMOs, as high environmental uncertainty, mismatched role expectations and martech burden can lead to burnout as well as increased attrition.

“CMOs must refocus their talent strategy and prioritise development with a strong focus on upskilling and change management to ensure their function is prepared in the face of ongoing disruption.”

A Gartner survey of martech professionals carried out last summer found that nearly two-thirds (63%) reckon marketers lack the technical skills to successfully integrate and operate some of the technologies in their stack.

Hadjistoyanova added: “These leaders are seeing integration and skill gaps as driving these issues. It is crucial that CMOs closely align with their martech leaders to establish talent development plans that not only assess but address these skill gaps. Martech investments have a direct impact on the employee experience, and CMOs must weigh these costs and benefits.”

Even so, it seems that job fears are justified. A Gartner survey of 822 business executives between September and November of 2023 revealed that 26% of marketing leaders plan headcount reductions as a result of GenAI in 2024.
Hadjistoyanova continued: “When employee fears go unchecked, an environment of increased uncertainty will insufficiently prepare marketers for a successful future.

“By developing robust talent plans that incorporate the use of GenAI and work to increase skill preparedness, CMOs can mitigate its impacts on employees’ wellbeing, leading to overall engagement and retention.

“These actionable steps must address role transition and fit-for-purpose employee learning, as well as cover technology and process changes related to GenAI adoption.”

Interestingly, marketers who engage in higher GenAI use are 30% less likely to report high burnout, and 40% less likely to intend to leave their jobs in the coming year.

Hadjistoyanova concluded: “Marketing’s use of technology is constantly adapting, and the accelerated adoption of GenAI will encourage greater performance and engagement, enhance creativity, as well as free up time and allow marketers to engage in more thought-intensive work.

“While CMOs cannot fully insulate their employees from change, they must take early action in change management in a clear and transparent manner to ensure employee buy-in and mitigate any negative impacts of change.”