---
title: Marketing Week research
description: Marketing Week’s 2025 survey shows brief writing is a major skills gap. See why CMOs and teams struggle—and how BetterBriefs helps close it.
---

[BetterBriefs Library - A curated selection of content on brief writing and idea assessment.](https://www.betterbriefs.com/library)

# [Marketing Week research](https://www.betterbriefs.com/library/marketing-week-research)

 Written by [Pieter-Paul von Weiler](https://www.betterbriefs.com/library/author/pieter-paul-von-weiler) | May 11, 2025 10:00:11 PM

#### Great to see other research out there validating the issues around the lack of training in marketing. 

 

As part of their 2025 Career & Salary Survey, Marketing Week found that brief writing is a serious skills gap in marketing teams. 

Some interesting findings from their study:   
- 35.5% of CMOs acknowledge a skills gap around brief writing in their business  
- marketers working within large organisations (250 employees and over) are more likely (37.9%) to report a knowledge gap around brief writing than their counterparts within Small & Medium Businesses (25.9%)

The difference between B2B and B2C marketers is interesting with more than a quarter (26.6%) of B2B marketers believe it’s a skills gap; this figure rises to 36.7% among their B2C peers. 

Read the full article [here](https://www.marketingweek.com/data-agency-briefs-skills-gap/). 

 

Pieter-Paul von Weiler is the co-founder of BetterBriefs, an advisory and training business that helps marketers write better briefs and deliver more impactful ideas.  A highly awarded former agency strategist, having worked at Publicis Amsterdam, Publicis London, Saatchi & Saatchi and AJF Partnership. Pieter-Paul has served as an Effie judge across Australia and APAC for over a decade.

Together with co-founder Matt Davies, he wrote the [BetterBriefs Project](https://www.betterbriefs.com/research) and [The Best Way for a Client to Brief an Agency](https://www.betterbriefs.com/resources), a practical guide for marketers to improve the quality of briefs, co-authored by Mark Ritson and published in partnership with the Institute of Practitioners in Advertising (IPA). Pieter-Paul (together with Matt) also led the [BetterIdeas Project](https://www.betterbriefs.com/the-betterideas-project), a global study exposing the poor state of the creative evaluation process. The study aims to improve the creative decision-making and evaluation practices and was launched in partnership with the World Federation of Advertisers (WFA) and the IPA. 

[View full post](https://www.betterbriefs.com/library/marketing-week-research)

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