The marketing landscape is evolving at lightning speed, and the skills that got your team here won’t necessarily be the ones that take them forward. In 2025, businesses need marketers who are not just specialists in their craft but also strategic thinkers, strong leaders, and adaptable problem solvers.
Through our work with marketing teams across industries, we’ve identified the six biggest skills gaps that could hold teams back. Here’s what they are and why they matter.
1. Strategic & Commercial Awareness
Understanding the bigger picture is what separates good marketers from great ones. It’s no longer enough to execute campaigns; marketers need to align their efforts with wider business goals, identify commercial opportunities, and prove the impact of their work. A team with strong strategic and commercial awareness can confidently make data-backed decisions, secure stakeholder buy-in, and contribute to sustainable business growth.
2. Project & Time Management
With marketing teams managing multiple projects simultaneously, the ability to prioritise and execute efficiently is critical. Poor project management can lead to missed deadlines, burnout, and ineffective campaigns. Teams that master time management can work smarter, maintain focus on high-impact activities, and ensure projects are delivered on time and within budget, without sacrificing creativity or innovation.
3. Communication & Influence
Marketers need to be compelling communicators, whether they’re pitching ideas, presenting data, or building relationships with key stakeholders. Beyond clear communication, the ability to influence decision-making is essential. Teams that can articulate the value of their work, tell persuasive stories, and navigate internal politics will gain stronger support for their initiatives and drive meaningful change within their organisations.
4. Leadership & Management
Even in non-managerial roles, leadership skills are essential. The best marketers inspire and guide others, whether that’s leading a project, mentoring a colleague, or managing a team. Strong leadership fosters collaboration, problem-solving, and accountability. In fast-paced marketing environments, teams with confident, capable leaders can adapt to change, keep projects moving forward, and maintain high performance under pressure.
5. Growth & Performance Marketing
Marketing is increasingly data-driven, and growth-focused teams need to be comfortable working with performance metrics, experimentation, and continuous optimisation. Whether it's refining conversion rates, running A/B tests, or scaling acquisition strategies, marketers with a growth mindset will help businesses remain competitive. A deep understanding of performance marketing ensures teams can make informed decisions that maximise impact and drive measurable results.
6. Marketing Strategy & Strategic Planning
A well-crafted strategy turns marketing from a cost centre into a business driver. Without clear strategic planning, teams risk executing tactics in silos without long-term direction. Marketers who excel in strategic thinking can assess market opportunities, anticipate trends, and create cohesive plans that align with company objectives. A strong strategic foundation allows teams to adapt and stay ahead in an ever-evolving landscape.
Want to see where your team stands? Download our Skills Gap Analysis Template to assess strengths, identify development areas, and take the next step towards a more capable team.
How Fabric Can Help Close These Skill Gaps
At Fabric, we specialise in developing marketing teams through expert practitioner-led training and coaching. Our tailored approach ensures that teams build not just technical expertise but also the strategic, leadership, and commercial skills needed to thrive in modern marketing.
Whether it's 1-1 coaching with senior marketers, interactive masterclasses, or hands-on learning through our Strategy Builder Programme, we help marketers apply their knowledge in real-world scenarios. By embedding continuous learning into your team’s culture, you’ll not only close skills gaps but also create a more confident, high-performing marketing function.
Download the brochure to discover how Fabric can upskill your team, bridging critical skills gaps and driving marketing excellence.