Drive for 25: Building the Future of MarTech

Make a significant impact for the MarTech industry through “Drive for 25”, a groundbreaking initiative launched between the ANA Educational Foundation and the ANA MarTech Leadership Council.

MarTech Talent Pipeline in Critical Condition

Marketing Technology & Operations (MarTech) is currently facing a significant talent shortage, including a vast gap in entry-level positions, making it challenging for companies to identify and develop a robust diverse talent pipeline. The AEF and the ANA MarTech Leadership Council are joining forces through our “Drive for 25” initiative targeting 25 colleges and universities who have raised their hand to become “adopted” by companies to incorporate MarTech training, guest speakers, and/or case studies into their curriculum to address:

• Major Gaps in the Talent Pipeline: Most schools don’t offer a MarTech curriculum, so brands aren’t recruiting entry-level MarTech talent; students aren’t seeking these roles because they aren’t educated and guided to do so.
• Lack of Awareness: Students, professors and career centers do not have a clear vision or roadmap of MarTech as a viable career path and the skills that are necessary to succeed in this field.
• Lack of Specialized Skillsets: MarTech roles require a blend of business and technical acumen so it’s important to identify students with balanced skillsets to train and encourage them to pursue an education and career in MarTech.
• Greater Disconnect between Current Curriculum and Industry Practice: Professors are not equipped with the curriculum to train students for a career in MarTech.

 

How to Impact Change at the University Level

The ANA Educational Foundation is a 501(c)3 charitable foundation whose mission is to be the bridge that connects the academic and marketing industry to inspire and educate the next generation of talent to pursue careers in marketing.

“Drive for 25” is an actionable way for companies to educate and inspire students about what a successful career in MarTech looks like through an ANA university membership donation. Both professors and students would now be able to tap into the vast network of programs, speakers, training and curriculum that the ANA Educational Foundation offers academia and future diverse talent. If you are an ANA member company, you know first-hand the tremendous assets and value at your fingertips that ANA membership provides you and your entire marketing organization.
 
Help us reach the goal of adopting 25 schools by donating an ANA university membership today! Your donation is 100% tax-deductible.

Partner with Professors and Schools to:

• Integrate MarTech into a core curriculum
• Provide access for universities to the ANA On-Demand MarTech Training Course
• Leverage industry content, case studies, research into the classroom to deliver real-world curricula
• Provide guest lecturers and mentors
• Create more MarTech internships to provide hands-on experience
• Create specific skill profiles and detailed job descriptions for students to prepare for MarTech roles

 

If They Can See It, They Can Be It!

Click here for a list of schools offered on a first come, first served basis.

To enroll in the Drive for 25 program, and donate to a school, contact Marni Gordon at mg@aef.com or Kristina Sweet at ks-cw@aef.com.