81% of marketing executives believe that they need to restructure the marketing function to better support the business

Marketing will be seen as less of a cost centre and more as a source of revenue according to a report from the Economist and Marketo. Digital engagement, strategy and planning and data analysis are top of the list in terms of areas of skills development. 

http://www.thearf.org/5-cups/the-rise-of-the-marketer/