In the rough-and-tumble world of technology products and services, it's up to marketing organizations to keep their companies' products – and their brands - recognized to help support their comrades in sales.

And technology itself has fueled changes in how marketing organizations in all industries do their work, to a point where 90 percent of marketing professionals feel they don't have the right skill sets today, and 41 percent of hiring managers, marketing directors and businesses saying it's hard to find qualified talent, according to recent articles published by Marketing Dive, a website for the marketing industry.

Further, adds Ryan McCready, a writer for Venngage, a data visualization company, there are four areas in which the number of people skilled in the traditional areas of marketing – core marketing skills, core business skills, creative and management skills – outweighs the number of jobs.

There's only one in which the inverse is true: data analysis and coding. In a blog post on Venngage, McCready cites an article on LinkedIn that recommends marketing professional excel in data analysis, marketing campaign management and business intelligence, an emphasis not just on quantification and the rise of analytics, but also on how the industry's core skills have changed within the last five years.

Read McCready's post here.

And, here are other recent articles that address marketing skills today:

BUSINESS 2 COMMUNITY: Do You Have These 4 Most In-Demand B2B Marketing Skills?

Scott Vaughan also addresses the gap on data talent, but also the importance of telling your company's story.

QUICKSPROUT: The 9 Digital Marketing Skills In High Demand Right Now

Neil Patel's list includes search engine optimization, of course, but also analytics and user experience design.

FORBES: Customer-Centric Vs. Traditional Marketers

Two marketing experts tell why marketing skillsets help fulfill a company's mission of being customer centric and why customer-centric companies score higher on key metrics.