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THE TALENT PIPELINE: DEVELOPING AND RETAINING A FUTURE-READY MARKETING TEAM Susi; Lukmanul Hakim; Dahrul Aman Harahap
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 5 (2026): APRIL
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19487601

Abstract

This study examines the development of a talent pipeline for building and retaining future-ready marketing teams in an increasingly dynamic and technology-driven environment. As digital transformation, artificial intelligence, and data-driven marketing reshape the industry, organizations face growing challenges in addressing talent shortages and skill gaps. Traditional approaches to talent management are often insufficient to meet the evolving demands of modern marketing roles, particularly in areas such as analytics, digital platforms, and strategic thinking. To address these issues, this study adopts a qualitative review-based approach, synthesizing existing literature and industry insights to develop an integrative framework for marketing talent management. The findings identify key competencies required for future-ready marketing teams, including digital, analytical, creative, and strategic skills, and highlight the importance of managing talent across the stages of attraction, development, retention, and advancement. The proposed framework emphasizes the integration of recruitment, continuous learning, technology utilization, and organizational culture to create a sustainable and adaptable talent pipeline. The study concludes that a holistic and strategic approach is essential for organizations seeking to remain competitive in a rapidly evolving marketing landscape. While the study contributes to both theory and practice by offering a unified perspective, it is limited by its conceptual nature. Future research should focus on empirical validation and explore the role of emerging technologies in shaping marketing talent strategies.
Co-Authors Agustin, Putri Wulan Ahmad Ramdhani, Ahmad Alia Rahmi Angelina Hadriani Hadriyanto Anwar Hidayat Asep Suryadi Asrahmaulyana Batubara, Siti Chairiyah Dahrul Aman Harahap Diny Agustini Sandrasari Dona Rahayu Emy Rahmawati Farida Zaenur Yani Gilang Ramadhan Halimah, Neneng Hasbiullah, Hasbiullah KHOIRUN NISA Listijono Setyo Pratignjo Lukmanul Hakim Muhamad Abas MULYADI Noor Winda Wati Nur Amalia Zahra Nurlaelah Perdi Hasan Prabhawa, M Dikky R. Melda Maesarach Rahayu, Yayuk Muji Rini Hustiany Sela Handrian Shah, Mohamed Shah bin Hussin Siti Mariyatul Koimah Tutasqiyah, Novia Wahyu Hidayat Yayuk Muji Rahayu