AI-Ready CMO

AI Marketing Skills Matrix Template

A comprehensive skills assessment and development roadmap that maps your marketing team's current AI competencies against required capabilities. Use this to identify training gaps, plan hiring needs, and present a clear upskilling strategy to leadership that demonstrates ROI on talent development.

How to Use This Template

  1. 1.**Step 1: Assess Current State (Week 1)**
  2. 2.Conduct 1:1 conversations with each team member to honestly evaluate their proficiency in each competency. Use the 1-5 scale consistently: Level 1 is awareness only, Level 3 is independent execution, Level 5 is thought leadership. Be specific—ask them to demonstrate knowledge through examples of past work. Document scores in the Current State Skills Matrix. This honesty is critical because underestimating skills leads to wasted training, while overestimating creates false confidence.
  3. 3.**Step 2: Define Your Target State (Week 1-2)**
  4. 4.For each role and competency, determine what proficiency level is actually required for success. A content strategist might need Level 4 in prompt engineering, while an analyst might only need Level 2. Set realistic 6-month targets—jumping from Level 1 to Level 5 is unrealistic, but Level 1 to Level 3 is achievable. Document these targets in the Gap Analysis section. This prevents over-investing in nice-to-have skills and focuses budget on business-critical gaps.
  5. 5.**Step 3: Identify Quick Wins and Critical Gaps (Week 2)**
  6. 6.Prioritize which gaps to address first. Focus on competencies where: (a) the gap is largest, (b) the business impact is highest, or (c) one person's expertise can unlock the whole team. For example, if your paid media lead is the only one at Level 3 in AI optimization, training them to Level 4 so they can mentor others is a quick win. Conversely, if everyone is Level 1 in a critical skill, that's a critical gap requiring external training.
  7. 7.**Step 4: Build Your Development Roadmap (Week 2-3)**
  8. 8.Create a phased approach: Foundation (everyone to Level 2), Specialization (role-specific expertise), and Integration (apply to real work). Assign owners, set timelines, and estimate costs. Mix learning methods—some people learn best from courses, others from hands-on projects or mentorship. Include time for people to actually practice and apply skills, not just sit in training. This phased approach prevents overwhelming the team and allows you to measure progress and adjust.
  9. 9.**Step 5: Calculate ROI and Build Your Business Case (Week 3)**
  10. 10.Quantify the value of closing these gaps: faster campaign execution, better AI-driven decision-making, reduced reliance on external agencies, improved campaign performance. Assign dollar values where possible (e.g., "AI-optimized campaigns reduce CPA by 15%, saving $[X] annually"). Compare total investment to projected value. A 3x ROI is compelling to leadership. Include both financial returns and strategic benefits like improved retention and faster innovation.
  11. 11.**Step 6: Present, Monitor, and Iterate (Week 4+)**
  12. 12.Present this to your leadership and get buy-in on budget and timeline. Then execute with discipline: track completion rates, measure proficiency improvements quarterly, and tie learning outcomes to actual campaign results. Celebrate wins publicly—when someone reaches Level 3 and delivers results, highlight it. Adjust the roadmap based on what's working. This isn't a one-time document; it's a living plan that evolves as your team grows and business priorities shift.

Template

# AI Marketing Skills Matrix **Organization:** [YOUR COMPANY NAME] **Department:** [MARKETING DEPARTMENT] **Assessment Date:** [DATE] **Prepared By:** [YOUR NAME/TITLE] **Review Period:** [Q1 2024 - Q4 2024] --- ## Executive Summary This skills matrix evaluates [NUMBER] marketing team members across [NUMBER] critical AI competencies. Current assessment shows [X]% of the team at proficiency level 3 or above. This roadmap outlines a [TIMEFRAME]-month investment of $[BUDGET] to close critical gaps and position the team to [SPECIFIC BUSINESS OUTCOME]. **Key Findings:** - [KEY FINDING 1] - [KEY FINDING 2] - [KEY FINDING 3] --- ## Competency Framework We have identified [NUMBER] core AI competencies required for marketing excellence: | Competency | Definition | Business Impact | Proficiency Levels | |---|---|---|---| | [COMPETENCY 1] | [Brief description of what this skill entails] | [How it drives revenue/efficiency] | 1-5 | | [COMPETENCY 2] | [Brief description of what this skill entails] | [How it drives revenue/efficiency] | 1-5 | | [COMPETENCY 3] | [Brief description of what this skill entails] | [How it drives revenue/efficiency] | 1-5 | | [COMPETENCY 4] | [Brief description of what this skill entails] | [How it drives revenue/efficiency] | 1-5 | | [COMPETENCY 5] | [Brief description of what this skill entails] | [How it drives revenue/efficiency] | 1-5 | | [COMPETENCY 6] | [Brief description of what this skill entails] | [How it drives revenue/efficiency] | 1-5 | **Proficiency Scale:** - **Level 1 (Awareness):** Basic understanding; can discuss concepts - **Level 2 (Foundational):** Can apply with guidance; understands core principles - **Level 3 (Proficient):** Can execute independently; solves routine problems - **Level 4 (Advanced):** Can mentor others; drives innovation; solves complex problems - **Level 5 (Expert):** Thought leader; shapes strategy; trains organization --- ## Current State Skills Matrix | Team Member | Title | [COMPETENCY 1] | [COMPETENCY 2] | [COMPETENCY 3] | [COMPETENCY 4] | [COMPETENCY 5] | [COMPETENCY 6] | Avg Level | Priority | |---|---|---|---|---|---|---|---|---|---| | [NAME] | [TITLE] | [1-5] | [1-5] | [1-5] | [1-5] | [1-5] | [1-5] | [X.X] | [HIGH/MED/LOW] | | [NAME] | [TITLE] | [1-5] | [1-5] | [1-5] | [1-5] | [1-5] | [1-5] | [X.X] | [HIGH/MED/LOW] | | [NAME] | [TITLE] | [1-5] | [1-5] | [1-5] | [1-5] | [1-5] | [1-5] | [X.X] | [HIGH/MED/LOW] | | [NAME] | [TITLE] | [1-5] | [1-5] | [1-5] | [1-5] | [1-5] | [1-5] | [X.X] | [HIGH/MED/LOW] | | [NAME] | [TITLE] | [1-5] | [1-5] | [1-5] | [1-5] | [1-5] | [1-5] | [X.X] | [HIGH/MED/LOW] | **Team Aggregate:** [X.X] / 5.0 --- ## Gap Analysis ### Critical Gaps (Proficiency < 2.5) | Competency | Current Avg | Target Avg | Gap | # of People Affected | Business Risk | |---|---|---|---|---|---| | [COMPETENCY] | [X.X] | [X.X] | [X.X] | [#] | [Description of impact if not addressed] | | [COMPETENCY] | [X.X] | [X.X] | [X.X] | [#] | [Description of impact if not addressed] | | [COMPETENCY] | [X.X] | [X.X] | [X.X] | [#] | [Description of impact if not addressed] | ### Strengths to Leverage - [COMPETENCY]: [X] team members at Level 4+; can serve as internal trainers - [COMPETENCY]: [X] team members at Level 4+; can serve as internal trainers - [COMPETENCY]: [X] team members at Level 4+; can serve as internal trainers --- ## Development Roadmap ### Phase 1: Foundation (Months 1-2) **Objective:** Bring all team members to Level 2 minimum; identify specialists | Activity | Owner | Timeline | Cost | Success Metric | |---|---|---|---|---| | [TRAINING/ACTIVITY] | [OWNER] | [DATES] | $[AMOUNT] | [X]% of team reaches Level 2 | | [TRAINING/ACTIVITY] | [OWNER] | [DATES] | $[AMOUNT] | [SPECIFIC OUTCOME] | | [TRAINING/ACTIVITY] | [OWNER] | [DATES] | $[AMOUNT] | [SPECIFIC OUTCOME] | ### Phase 2: Specialization (Months 3-4) **Objective:** Develop role-specific expertise; create internal champions | Activity | Owner | Timeline | Cost | Success Metric | |---|---|---|---|---| | [TRAINING/ACTIVITY] | [OWNER] | [DATES] | $[AMOUNT] | [X] team members reach Level 3+ | | [TRAINING/ACTIVITY] | [OWNER] | [DATES] | $[AMOUNT] | [SPECIFIC OUTCOME] | | [TRAINING/ACTIVITY] | [OWNER] | [DATES] | $[AMOUNT] | [SPECIFIC OUTCOME] | ### Phase 3: Integration (Months 5-6) **Objective:** Apply skills to live campaigns; measure business impact | Activity | Owner | Timeline | Cost | Success Metric | |---|---|---|---|---| | [TRAINING/ACTIVITY] | [OWNER] | [DATES] | $[AMOUNT] | [SPECIFIC BUSINESS OUTCOME] | | [TRAINING/ACTIVITY] | [OWNER] | [DATES] | $[AMOUNT] | [SPECIFIC BUSINESS OUTCOME] | | [TRAINING/ACTIVITY] | [OWNER] | [DATES] | $[AMOUNT] | [SPECIFIC BUSINESS OUTCOME] | --- ## Investment & ROI ### Budget Breakdown | Category | Cost | Notes | |---|---|---| | External Training Programs | $[AMOUNT] | [Specific platforms/courses] | | Certification Programs | $[AMOUNT] | [Specific certifications] | | Internal Coaching/Mentorship | $[AMOUNT] | [Hours allocated] | | Tools & Software | $[AMOUNT] | [Specific tools for practice] | | Time Investment (Backfill) | $[AMOUNT] | [Estimated hours] | | **Total 6-Month Investment** | **$[TOTAL]** | | ### Expected ROI | Metric | Current State | Target State (6 months) | Business Value | |---|---|---|---| | [METRIC] | [BASELINE] | [TARGET] | $[VALUE] | | [METRIC] | [BASELINE] | [TARGET] | $[VALUE] | | [METRIC] | [BASELINE] | [TARGET] | $[VALUE] | | [METRIC] | [BASELINE] | [TARGET] | $[VALUE] | | **Total Projected Value** | | | **$[TOTAL]** | **ROI Ratio:** [X]x return on $[INVESTMENT] investment --- ## Talent Strategy ### Retention & Internal Mobility - **High Performers to Retain:** [X] team members showing Level 4+ potential; recommend [RETENTION STRATEGY] - **Internal Promotion Candidates:** [NAMES/ROLES] ready for [ADVANCEMENT OPPORTUNITY] - **Mentorship Assignments:** [SENIOR PERSON] → [JUNIOR PERSON] for [COMPETENCY] ### Hiring Needs | Role | Required Proficiency | Timeline | Rationale | |---|---|---|---| | [ROLE] | [COMPETENCY at Level X] | [WHEN] | [Why needed] | | [ROLE] | [COMPETENCY at Level X] | [WHEN] | [Why needed] | --- ## Success Metrics & Monitoring ### Quarterly Check-ins **Q[X] Review (Month 3):** - [ ] [X]% of team at Level 2+ in [COMPETENCY] - [ ] [SPECIFIC MILESTONE] completed - [ ] [BUSINESS OUTCOME] achieved **Q[X] Review (Month 6):** - [ ] [X]% of team at Level 3+ in critical competencies - [ ] [SPECIFIC MILESTONE] completed - [ ] [BUSINESS OUTCOME] achieved ### Leading Indicators - Course completion rates - Certification achievement - Internal training delivery - Tool adoption metrics ### Lagging Indicators - Campaign performance improvement - Time-to-execution reduction - Cost per acquisition improvement - Team engagement/retention --- ## Governance & Accountability **Sponsor:** [EXECUTIVE NAME/TITLE] **Program Lead:** [YOUR NAME/TITLE] **Review Cadence:** [MONTHLY/QUARTERLY] **Escalation Path:** [PROCESS] **Individual Accountability:** Each team member will: - Complete assigned training by [DATE] - Achieve target proficiency level by [DATE] - Apply learning to [SPECIFIC PROJECT/CAMPAIGN] - Mentor [NUMBER] peer(s) in [COMPETENCY] --- ## Appendix ### Recommended Learning Resources **[COMPETENCY 1]** - [COURSE/PLATFORM] - $[COST] - [DURATION] - [COURSE/PLATFORM] - $[COST] - [DURATION] **[COMPETENCY 2]** - [COURSE/PLATFORM] - $[COST] - [DURATION] - [COURSE/PLATFORM] - $[COST] - [DURATION] ### Assumptions & Constraints - [ASSUMPTION 1] - [ASSUMPTION 2] - [CONSTRAINT 1] - [CONSTRAINT 2]

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Get the Full AI Marketing Learning Path

Courses, workshops, frameworks, daily intelligence, and 6 proprietary tools — built for marketing leaders adopting AI.

Trusted by 10,000+ Directors and CMOs.

See What You Get FreeSubscribe Now