{"id":8835,"date":"2026-08-03T23:03:02","date_gmt":"2026-08-03T15:03:02","guid":{"rendered":"https:\/\/moresourcing.com\/the-marketing-capability-paradox-seven-forces-eroding-your-marketing-teams-effectiveness\/"},"modified":"2026-08-03T23:03:02","modified_gmt":"2026-08-03T15:03:02","slug":"the-marketing-capability-paradox-seven-forces-eroding-your-marketing-teams-effectiveness","status":"publish","type":"post","link":"https:\/\/moresourcing.com\/ru\/the-marketing-capability-paradox-seven-forces-eroding-your-marketing-teams-effectiveness\/","title":{"rendered":"Seven Forces Eroding Your Marketing Team\u2019s Effectiveness"},"content":{"rendered":"<p><\/p>\n<div>\n<aside class=\"article-ad ad-300  ad-300x250 ad-desktop\">\n<\/aside>\n<aside class=\"article-ad ad-300  ad-300x250 ad-mobile\">\n<\/aside>\n<figure class=\"article-inline\">\n<img fetchpriority=\"high\" decoding=\"async\" width=\"1290\" height=\"860\" alt=\"\" class=\"wp-image-128499\" srcset=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/08\/Seven-Forces-Eroding-Your-Marketing-Teams-Effectiveness.jpg 1290w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-300x200.jpg 300w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-150x100.jpg 150w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-768x512.jpg 768w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-764x509.jpg 764w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-382x255.jpg 382w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-870x580.jpg 870w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-435x290.jpg 435w\" data-lazy-sizes=\"(max-width: 1290px) 100vw, 1290px\" src=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/08\/Seven-Forces-Eroding-Your-Marketing-Teams-Effectiveness.jpg\"\/><img fetchpriority=\"high\" decoding=\"async\" width=\"1290\" height=\"860\" src=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/08\/Seven-Forces-Eroding-Your-Marketing-Teams-Effectiveness.jpg\" alt=\"\" class=\"wp-image-128499\" srcset=\"https:\/\/moresourcing.com\/wp-content\/uploads\/2026\/08\/Seven-Forces-Eroding-Your-Marketing-Teams-Effectiveness.jpg 1290w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-300x200.jpg 300w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-150x100.jpg 150w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-768x512.jpg 768w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-764x509.jpg 764w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-382x255.jpg 382w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-870x580.jpg 870w, https:\/\/sloanreview.mit.edu\/wp-content\/uploads\/2026\/07\/Moorman-1290x860-1-435x290.jpg 435w\" sizes=\"(max-width: 1290px) 100vw, 1290px\"\/><figcaption>\n<p class=\"attribution\">\u042d\u043b\u0438\u0441 \u041c\u043e\u043b\u043b\u043e\u043d\/Ikon Images<\/p>\n<\/figcaption><\/figure>\n<div class=\"article-summary\"><strong class=\"article-summary__strong\">\u0420\u0435\u0437\u044e\u043c\u0435: <\/strong><\/p>\n<p>A survey of marketing executives finds that although marketing capabilities are viewed as important to business success, their companies are systematically undermining their role. Visible across budgets, hiring, organizational behavior, and strategic priorities, this pattern weakens how marketing knowledge and skills can add value to companies even as AI is challenging the nature of marketing\u2019s contributions.<\/p>\n<\/div>\n<p><span class=\"smr-leadin\">Marketing capabilities<\/span> \u2014 the complex bundles of skills, processes, and organizational know-how that enable companies to implement customer-related activities and adapt to marketplace changes \u2014 are rated by marketing professionals as important to business success. At the same time, artificial intelligence is rewriting the rules of content creation, customer targeting, and performance measurement. Responsibilities such as managing generative engine optimization (GEO) are emerging as vital online capabilities that did not exist even two years ago. <\/p>\n<p>Eighteen years ago, one of us (Christine) launched The CMO Survey, polling marketing executives about the state of the industry and their organizations. In January 2026, we conducted the <a href=\"https:\/\/cmosurvey.org\/results\/\" target=\"_blank\" rel=\"noopener noreferrer\">35th edition of the survey<\/a>, which received 308 responses from marketing leaders at for-profit U.S. companies. The results are troubling.<\/p>\n<p>It\u2019s our assessment that two critical things are happening right now. The first is that the requirements of effective marketing are shifting faster than at any point in The CMO Survey\u2019s history, led by the need to figure out where and how to incorporate AI capabilities. The second is that the state of the marketing profession is not ready for this moment. Instead, marketing teams are systematically undermining their own ability to build the capabilities important to their success.<\/p>\n<p>This is not a minor inconsistency. We see a pattern \u2014 visible across budgets, hiring, organizational behavior, and strategic priorities \u2014 that raises fundamental questions about how companies today are making decisions about investing in marketing capabilities. Our prediction is that this soft commitment to what we believe is critical marketing know-how will cost organizations competitively if it is allowed to continue as it is today.<\/p>\n<h3>Underinvestment Looms Large<\/h3>\n<p>Nearly 60% of marketing leaders reported that their primary approach to building marketing capabilities is through internal training and hiring rather than via external partnerships or acquiring other companies. This preference hasn\u2019t changed since we last asked about it in 2020, despite six years of dramatic shifts in what successful marketing requires. And despite this reliance on internal resources \u2014 and surveyed leaders\u2019 belief that marketing capabilities are important to business success \u2014 getting financial support for capability building remains a challenge. <\/p>\n<p>In particular, when we look at what companies are actually doing to support that stated commitment to training and hiring, the details tell a story of underinvestment. <\/p>\n<div class=\"article-authors\" id=\"article-authors\">\n<h4 class=\"article-authors__title\">\u041e\u0431 \u0430\u0432\u0442\u043e\u0440\u0430\u0445<\/h4>\n<div class=\"article-authors__bio\">\n<p><a href=\"https:\/\/www.linkedin.com\/in\/christinemoorman\/\" target=\"_blank\" rel=\"noopener noreferrer\">Christine Moorman<\/a> is the T. Austin Finch, Sr. Professor of Business Administration at Duke University\u2019s Fuqua School of Business and the founder and director of The CMO Survey. <a href=\"https:\/\/www.linkedin.com\/in\/margaretrmichel\/\" target=\"_blank\">Mara Michel<\/a> was a fellow for The CMO Survey and is now a sustainability accounting manager with Mars. <a href=\"https:\/\/www.linkedin.com\/in\/eliseromola\/\" target=\"_blank\">Elise Romola<\/a> is an MBA student at Fuqua and a fellow for The CMO Survey.<\/p>\n<\/div><\/div>\n<\/div>\n<p>#Forces #Eroding #Marketing #Teams #Effectiveness<\/p>","protected":false},"excerpt":{"rendered":"<p>Alice Mollon\/Ikon Images Summary: A survey of marketing executives finds that although marketing capabilities are viewed as important to business success, their companies are systematically undermining their role. Visible across budgets, hiring, organizational behavior, and strategic priorities, this pattern weakens how marketing knowledge and skills can add value to companies even as AI is challenging [&hellip;]<\/p>","protected":false},"author":1,"featured_media":8836,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-8835","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Seven Forces Eroding Your Marketing Team\u2019s Effectiveness - MORE SOURCING LTD<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/moresourcing.com\/ru\/the-marketing-capability-paradox-seven-forces-eroding-your-marketing-teams-effectiveness\/\" \/>\n<meta property=\"og:locale\" content=\"ru_RU\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Seven Forces Eroding Your Marketing Team\u2019s Effectiveness\" \/>\n<meta property=\"og:description\" content=\"Alice Mollon\/Ikon Images Summary: A survey of marketing executives finds that although marketing capabilities are viewed as important to business success, their companies are systematically undermining their role. 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