Article by: Bronwyn Heys – CEO Australian Marketing Institute

At the Australian Marketing Institute, we’ve long believed that marketers can’t afford to be one-trick ponies. In a world being reshaped by AI, automation, shifting customer expectations and commercial pressure, marketers need to be “bench ready” — equipped with the depth and breadth of competencies that allow them to flex across strategy, creativity, data, digital, business, and people leadership.

That belief led us to launch the AMI Marketing Competency Framework — a structured, future-facing map of 25 core competencies across five capability levels, spanning marketing, digital, people, and business skills. And in February, we took it one step further with the launch of the AMI Competency Assessment Tool, giving marketers a personalised, practical way to assess where they are today, and what they need to build for tomorrow.

What makes this work even more powerful is that it didn’t happen in isolation. We consulted with over 50 CMOs across industries, and aligned the Framework globally to ensure it reflects the real-world, transferable skills marketers need — not just in Australia, but on the world stage.

What’s in demand?

From the data and conversations emerging, three areas are standing out as strengths:
✅ Data-led decision making
✅ Commercial capability
✅ Creative thinking

But we’re also seeing clear gaps — particularly in:
🚧 AI literacy and application
🚧 Collaboration and cross-functional influence
🚧 Change management and experimentation

That’s why we’ve added eight new digital and AI-related sub-competencies, including AI , SEO, performance marketing, CX, website and app and eCommerce. Because digital maturity isn’t just about having the right tools — it’s about having people who know how to use them well.

Change Readiness Is Key

One of the key themes I am hearing is that technology isn’t the barrier — change readiness is. That’s why AMI has believes ‘Change and Transformation’ are critical for success with the implementation of AI and other new tech and automation into marketing teams. We’re supporting marketers and their teams to adapt mindsets, build influence, and lead transformation — not just survive it.

Supporting the Next Generation

We’re also thinking about the future of the profession from the ground up. Through our University Accreditation Program, we work closely with institutions to ensure marketing graduates are ready for the real world. Students at accredited universities get access to the AMI community, networking, and webinars, helping them develop clarity and capability early on.

And we know the gap exists — while today’s graduates are digitally fluent, curious and socially conscious, they still need support in commercial acumen, strategic thinking, and stakeholder influence. That’s where AMI is stepping in, offering career starter memberships, Emerging Marketers Mentoring, and development pathways linked to our AMI Competency Framework Tool.

Commercial Acumen Can’t Be Optional

Our data shows marketers say they need stronger financial fluency, and only a small number feel confident interpreting financial data. That’s why we’re doubling down on commercial capability — helping marketers speak the language of business, build investment cases, and show up with confidence in the boardroom.

This Isn’t a Test. It’s a Tool for Growth.

Most importantly, the AMI Competency Assessment Tool is built to empower — not judge. It’s self-led, private, and designed to help marketers see where they stand, where they can grow, and how to move forward. It’s about progression, not perfection.

Whether you’re a graduate just starting out, a team leader looking to lift capability, or a CMO designing the future marketing function — the AMI Competency Framework Assessment tool is your roadmap.

💡 The future of marketing belongs to those who are ready for it. Let’s build that bench — together.

👉 Learn more or take the assessment at https://ami.org.au/training/marketers-competency-framework