Peter Moore, President of Wild Oak Enterprises, is a business strategist who has spent more than 35 years helping organizations navigate through the ever changing technology landscape. He is a recognized expert in the field of business process improvement and has worked with enterprises across a wide range of industries.

We share Peter’s passion for leveraging technology to drive business growth and enhance operational efficiency. In this article, inspired by Peter’s writing, we’ll explore why “You Can’t Win the War for Customers if You Can’t Win the War for Talent”.



In today’s fast-paced digital business environment, the battleground for success has expanded beyond product offerings and customer interactions. To truly excel, organizations must recognize that the war for customers is intricately linked with the war for talent. In the digital era, the notion of competitiveness has transcended conventional parameters, and companies must equip their teams with the right skills and capabilities to stay ahead their competition. This article explores the significance of the digital skills gap, the challenges it presents, and strategies to bridge the gap to ensure that your organization’s pursuit of customers isn’t hindered by its shortage of skilled personnel.

The Digital Skills Gap: A Looming Challenge

The relentless advancement of digital technologies has given rise to unprecedented disruption across many industries including wholesale distribution. From artificial intelligence (AI) and machine learning (ML) to automation and data analytics, digital technologies have redefined how businesses operate and engage with their customers. This transformation has also unveiled a significant challenge: the digital skills gap.

The “Digital Skills Gap” is characterized by the disparity between the skills and capabilities that companies require to thrive in the digital era and the tech skills possessed by their existing workforce. As new technologies emerge and industries evolve, organizations find themselves struggling to identify, attract, and retain talent equipped with the necessary skills. This gap threatens the effectiveness and timeliness of your company’s digital transformation efforts and its ability to deliver innovative solutions that provide economic value to customers.

The Impact of the Digital Skills Gap:

The consequences of an unaddressed digital skills gap are far-reaching and severe, affecting multiple aspects of an organization’s operations and growth potential:

  1. Lost Revenue: A study by PwC estimates that by 2030, the skills gap in the U.S. could lead to a staggering $8.5 trillion in lost revenue. This underscores the urgency for businesses to close the skills gap to remain competitive in the market.
  2. Recruitment Challenges: According to a survey by, nearly a third of employers believe that the skills gap has grown over the past year due to difficulty finding qualified candidates. As technology evolves rapidly, sourcing individuals with the right skill set becomes an ever-increasing challenge.
  3. Shifting Skill Requirements: A Salesforce survey highlights that disruptive technologies like AI and ML are reshaping the nature of required skills. Businesses must adapt quickly to accommodate these changes. This necessitates ongoing upskilling and reskilling initiatives.
  4. Employee Concerns: The digital skills gap isn’t just a concern for employers. A Degreed survey reveals that 46% of employees fear their current skill set will become irrelevant by 2024, further highlighting the need for continuous learning.
  5. Skill Development Support: MIT and Deloitte’s joint study indicates that only 34% of workers feel supported by their employer’s skill development opportunities, revealing a significant gap in companies addressing employee growth and retention.
  6. Reskilling Imperative: According to a Citrix report, a staggering 82% of employees and 62% of HR directors believe that reskilling or upskilling is essential for maintaining an edge in a global job market. The frequency of skill updates is becoming a key factor.

Bridging the Gap: Strategies for Talent Transformation

The path to winning the war for customers in the digital age begins with waging the war for talent. Closing the digital skills gap requires a flexible approach that encompasses both strategic planning and innovative execution. Here are some key strategies to consider:

Start here

  1. Strategic Talent Assessment: Organizations need to conduct a comprehensive talent assessment that inventories existing skills and capabilities and compares them with the skills needed for future growth. This assessment serves as a roadmap for building a targeted talent strategy.
  2. Skill Development Plans: Companies must develop detailed skills development plans that outline how to upskill existing employees and attract new team members with the required expertise. Reskilling initiatives should align with evolving technology and strategic business objectives.
  3. Hybrid Skill Cultivation: As key roles become more hybrid in nature, combining technical capabilities with cognitive and social skills, organizations must cultivate employees with diverse skill sets. This may involve cross-training and exposure to different domains of knowledge.
  4. Ecosystem Collaboration: Leveraging relationships within the company ecosystem, including team members, customers, and suppliers, can yield valuable insights for recruiting. The collective understanding of the company’s culture greatly improves the chances of successful recruitment.
  5. Public-Private Partnerships: Collaboration between the private and public sectors, as seen in LA HI-TECH (a charter high school located in Van Nuys, CA) can create educational programs tailored to meet the demands of the tech industry. These partnerships offer access to emerging, qualified candidates and relevant skills.
  6. Data-Driven Recruitment: Taking a cue from the “Moneyball” approach (putting more players on base), companies can implement data-driven algorithms to identify potential candidates. Algorithms often outperform traditional methods, enabling more efficient and effective recruiting.
  7. Upskilling Initiatives: Establish a culture of continuous learning within your organization. This should include providing employees with access to online courses, workshops, and training programs to improve and keep their skills relevant.

The Convergence of Talent and Customer Success:

The success of your company’s customer-centric strategies hinges on its ability to address the digital skills gap. An organization can’t hope to win the loyalty of customers if it lacks the internal team to innovate and deliver leading-edge solutions. The digital skills gap isn’t merely an HR concern; it’s a strategic imperative that will impact you company’s business growth trajectory.


The phrase “You Can’t Win the War for Customers if You Can’t Win the War for Talent” isn’t just a catchy slogan—it’s a reality that businesses, including wholesale distributors, must embrace. Bridging the digital skills gap isn’t an option; it’s a necessity to remain a viable ongoing concern. By understanding the challenges posed by this gap and implementing strategies to address it, organizations can secure their position in a dynamic business environment and ensure their pursuit of customers is backed by a capable and skilled team.

We’re committed to helping clients leverage technology to drive business growth. To learn more about winning the war on talent, please call (310) 539-4645 or click here to schedule a time to speak with one of our experienced consultants.

To learn more about Peter Moore and Wild Oak Enterprises, please visit

Frequently Asked Questions

Why is winning the war for talent so important for businesses in the digital age?
Winning the war for talent is crucial in the digital age because technology and digital transformation have become necessary for business success. To remain competitive and meet evolving customer requirements, companies need skilled team members who can harness digital tools and align them with business strategies. Without the right talent, it’s challenging (read impossible) to innovate, deliver leading-edge solutions, and maintain a customer-centric focus. In essence, your internal team’s capabilities directly impact your ability to win and retain customers and drive revenue growth.

How can organizations address the digital skills gap effectively?
Addressing the digital skills gap requires a multi-pronged approach:

Strategic Talent Assessment: Assess your current team’s skills and identify gaps compared to future requirements.
Skill Development Plans: Create well-defined plans for upskilling existing employees and attracting new team members with the needed expertise.
Hybrid Skill Cultivation: As roles become more hybrid, encourage cross-training and incentivize diverse skill sets among team members.
Ecosystem Collaboration: Leverage relationships within your organization’s ecosystem for successful recruiting.
Public-Private Partnerships: Collaborate with educational institutions and the public sector to tailor education to industry demands.
Data-Driven Recruitment: Implement data-driven algorithms to quickly identify potential candidates.
Upskilling Initiatives: Foster a culture of continuous learning by providing access to courses, workshops, and training programs.

What are the consequences of not addressing the digital skills gap in a business?
Failing to address the digital skills gap can have dire consequences:

Lost Revenue: Unaddressed skills gaps can lead to significant lost revenue, as businesses may struggle to compete in the market because they aren’t able to leverage technology effectively.
Recruitment Challenges: Difficulty finding qualified candidates can impede revenue growth and hinder innovation.
Shifting Skill Requirements: Evolving technologies will render existing skills obsolete, necessitating regular reskilling and upskilling efforts.
Employee Concerns: Employees may fear that their skills are becoming irrelevant. In turn, this will affect morale and retention rates.
Skill Development Support: Inadequate support for employee growth and development can lead to dissatisfaction and undesired attrition.
Reskilling Imperative: Neglecting reskilling or upskilling efforts can result in a workforce that’s unprepared for the demands of a global job market.