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Kieran Flanagan
Kieran Flanagan
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Every marketing leader I talk to is quietly rebuilding their team.

Fewer SDRs. Fewer content writers. More marketing engineers, more ops, more people who can prompt and evaluate models. The skills gap isn't coming — it's here.

What's actually being hired for right now, across the top B2B marketing orgs, is a real-time signal worth looking at.

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1
Real
Across top SaaS companies, Marketing barely cracks the headcount top five. HubSpot: 811 people (7%). Snowflake: 324 (3%). Engineering sits at 30%+ almost everywhere. Marketing teams are smaller than most people think.
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2
Illustrative
"Marketing Engineer" and "GTM Engineer" titles across the top 50 B2B marketing orgs are up 340% YoY. Traditional content writer roles: down 28%. The team is being rebuilt in real time.
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3
Illustrative
3 in 10 new marketing hires now have a technical or engineering background — up from 1 in 10 five years ago. CMOs who aren't hiring builders are already behind.
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