Skills for the process, then for the technology
From a customer engagement angle, the success to winning with a digital focus, is first having the skills to map the processes of customer journey, and then enable with the technology.
If there's been a heavy reliance upon agencies to map the journey/solution, it's possible for in-house marketing departments to cover-up their own lack of knowledge on mapping the ideal process, and no need to build experience on how to deliver an engagement and revenue generation plan.
Now that the capability and pricing structures of CX tools, including marketing automation, social monitoring & engagement and traditional CRM systems, are rapidly increasing the uptake by the end user companies, rather than agencies, the focus of skills needs to be process first. This will in turn make adoption of technologies far easier, as they are seen as enablers, with relevance, rather than hard to use tools, forcing mis-understood processes.