“Companies that successfully accelerate their marketing function are twice as likely to increase their market share as those that do not, underscoring the value of staying ahead of the skills curve.”

Reasoning

This claim is not a forward-looking prediction with a future target date — it is a retrospective statistical finding cited within the 2022 BCG/Burning Glass Institute report, based on data covering 2016 through Q3 2021. The report states that 'having the right skills in place is one of the four key pillars of accelerating digital marketing maturity, and companies that successfully accelerate their marketing function are twice as likely to increase their market share as those that don't.' This is presented as an empirical observation derived from historical data, not a forecast about what will happen after 2022. Because the claim describes a past correlation rather than a future event, it cannot be 'tested' against subsequent real-world outcomes in the way a genuine prediction can. There is no defined future date, no measurable threshold to be reached, and no independent post-2022 study found that either confirms or refutes the specific '2x market share' figure. The claim is therefore UNFALSIFIABLE as a prediction — it is a descriptive statistic dressed in predictive language.

Sources

• Shifting Skills, Moving Targets, and Remaking the Workforce (May 2022)

  companies that successfully accelerate their marketing function are twice as likely to increase their market share as those that don't

• BCG – Shifting Skills, Moving Targets, and Remaking the Workforce (May 2022)

  The analysis covered 2016 through the third quarter of 2021; n>15 million.

• PR Newswire – BCG/Emsi Burning Glass Report Press Release (May 2022)

  Drawing on data from more than 15 million online job postings from 2016 through 2021