The future workplace – building your team’s marketing automation skills

According to a recent McKinsey report preparing skills for the future of work is one of the most defining business problems of our time, claiming it is also an issue many organisations have yet to address.

The rise of the machine in our workplaces has been well documented over the years with many AI and IoT enabled solutions able to perform tasks previously carried out by humans. This is consequently, having a major effect on employment in coming years. Many jobs will change, some significantly and some for the better, requiring employees to have to upskill or reskill.

However, the pandemic, as McKinsey reports, has merely accelerated this digital transformation, forcing many organisations to reimagine their operations for the new pandemic world. Plans to digitalise sales and marketing operations have been fast tracked to enhance the digital first customer journey as growing numbers of businesses and consumers are forced to buy online under Covid restrictions.

Central to digitally transforming sales and marketing operations is marketing automation – technologies critical to delivering enhanced online customer experiences that align to changing customer behaviours in a post pandemic world.

In fact reports show that businesses that use automation see an increase in leads and sales, driving a 14% increase in sales productivity and a 12% reduction in marketing overheads.

Marketing automation skills in demand

This rise in marketing automation means a demand on workforce skills and capabilities. Recent research claims 44% of marketing leaders believe automation is the most important skill for 2020. Demand for these skills is only likely to get greater as businesses continue to operate in a remote or hybrid world which means three things; organisations need to either upskill, reskill, recruit or source external consultancy support.

Either way, organisations that want to remain competitive, ready for the future of work and ready for the digital first customer, must ensure they have the right marketing technology skills in place now.

 Expanding your talent pool

 Adopting a flexible working from home policy can help to attract the best talent that’s right for your business, especially as it’s one of the top wants of workers.  80% of employees say they want to work from home at least some of the time.

Offering remote working instantly widens your talent pool as location is no longer a factor when recruiting. Your business also appeals to those that want flexibility, as we’ve experienced first-hand at WoolfHodson.

In just five months we’ve hired and onboarded three new marketing technology experts, all working at least partially remotely – Will Partington, senior technology consultant and two martech consultants, Jessica Cooper and Harri D’Andrea.

For organisations that want to expand internationally, working remotely allows individuals to be recruited from the markets employers want to reach without the cost of having a localised office base.

Not everyone of course wants to work from home. Many thrive from the buzz of an office and crave physical interaction with their colleagues. But giving people a choice will attract the best talent with the brightest skills and into a company that’s ready for the workplace of the future.

Contact WoolfHodson today on if you would like to find out more on how we can help digitally transform your sales and marketing processes.  


Sharing our thoughts and providing hints and tips on how to get your organisation ready to embrace digital transformation