Most marketers are concerned about technology replacing their jobs

This is according to a survey by Gartner, the technological research and consulting firm, conducted in the latter part of 2023. 

It found that 89% of marketers are concerned about layoffs at their company. While most marketers are optimistic about their career progression and skill preparedness, 55% report experiencing mismatched job expectations in their current roles.  

Undue burden from marketing technology. 

This is being compounded by environmental uncertainty and undue burden from marketing technology. Sixty-one percent of marketers revealed they have encountered a martech or process change in the past 12 months.  

In addition, marketers also cited instability in leadership as a factor, with 20% having experienced a recent change in senior marketing leadership. 

“These findings should be a red flag for CMOs, as high environmental uncertainty, mismatched role expectations, and [the] martech burden can lead to burnout as well as increased attrition,” says Iliyana Hadjistoyanova of the Gartner Marketing Practice.  

“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.” 

Additional Gartner survey findings include: 

• Fifty percent of marketers agree that martech is complicated and difficult to use, and two thirds say learning martech takes time away from day-to-day responsibilities. 

• 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 next year. 

“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 to allow marketers to engage in more thought-intensive work,” says Hadjistoyanova.  

“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.”