As the marketing landscape continues to evolve, the role of the modern marketer is beginning to take shape and become more clearly defined. In an effort to better understand the role and challenges of the modern marketer, Eloqua recently released a study in which they examined how the modern marketer performs on a digital competency scorecard.

Survey results offer in-depth insight into how marketing’s role has evolved to include both art and science, as well as what skills and technologies marketers need to be successful in an increasingly digital environment.

According to survey participants, the ideal definition of a modern marketer seamlessly blends and fulfills the role of content marketer, brand marketer, and web marketer. In addition to these important skills, industry professionals know, that successful marketing programs also require a use and mastery of marketing technology (CRM systems, marketing automation), analytics, targeting, conversion (prospect to customer) and engagement (the right content through the right channels).

When asked to rate themselves overall in these five core areas of skill, survey participants gave themselves a barely passing score of 65 out of a possible 100, with the lowest ratings resulting in the areas of analytics and marketing technology.

Furthermore, when asked to identify major roadblocks in achieving success and becoming more modern in their tactics, survey participants pointed to poor data analytics infrastructure as one of the two top roadblocks.

While marketing continues to be a combination of art and science, more and more, the science aspect of the job function is proving to be increasingly valuable. As CEB’s Tom Disantis discusses in a past interview, the sales process has changed dramatically in recent years. In today’s technology-saturated environment, customers are further along the purchase process than they’ve ever been—without ever having been in contact with a vendor.

As a result, in order to keep pace with the evolving prospect, marketers must embrace the insight and intelligence that analytics and marketing technology can provide. In doing so, marketers will be able to not only gain a highly detailed and accurate picture of their customers and prospects, but they will also be able to increase their ability to target, convert and engage with their audience.