营销能力悖论：七股力量正在侵蚀营销团队的有效性

对营销高管的调查显示，尽管营销能力被认为重要，企业却在系统性地削弱其作用，AI 加剧了这种矛盾。

• 近 60% 营销领导者报告主要通过内部培训和招聘构建营销能力，而非外部合作或收购。
• 该偏好自 2020 年以来未变，尽管六年间营销需求剧变。
• 调查于 2026 年 1 月进行，是第 35 版，收到 308 份来自美国营利性公司营销领导者的回复。
• 生成引擎优化（GEO）等新兴职责成为关键在线能力，两年前尚不存在。
• 作者预测，这种对关键营销知识的软承诺若继续，将使组织在竞争中付出代价。

• 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’t changed since we last asked about it in 2020, despite six years of dramatic shifts in what successful marketing requires.
• 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.