益普索（Ipsos）：2026营销锚点：变革时代下能力价值论证研究报告（英文版）（20页）.pdf

1、The case for capability in an era of transformation2 2Marketing Anchors3 3Executive summarySpeed itself is not the problem.Uninformed speed is.Do marketers have the core marketing knowledge needed to make fast,informed decisions or is the industry operating on shaky foundations?This study finds that

2、 only 35%of marketers meet a basic benchmark of foundational marketing knowledge.In other words,two in three marketers do not have the anchor knowledge required to navigate complexity with confidence.The evidence is clear:Training in marketing is the strongest predictor of capability and impact.Trai

3、ned marketers are four times more likely to meet the benchmark.They also report higher confidence,clearer career progression,stronger budget advocacy,and greater measurable impact.Marketing knowledge is not a theoretical concern it is a competitive advantage.The message for the industry is simple:Fo

4、r individual marketers,investing in marketing training,not just on-the-job learning,builds the shared frameworks and language that enable faster alignment and better decisions.For leaders,prioritising team upskilling isnt optional;its how organisations convert pace into performance.Also,learning is

5、a continuous journey and engagement with agency partners and industry engagements is key to maintaining knowledge.The case for capability in an era of transformation1 Change the narrative and put the myth of the untrained savant to bed.Raising the bar on core marketing capability benefits the indivi

6、dual,the professional and the industry.3 Be inspired to engage with the industry and agency partners.Knowledge and exposure to outside perspectives and robust evidence help marketers thrive.4 Advocate for training and external support.Use the evidence to make your case.Marketing is operating in an e