Unfortunately, for many companies, that’s exactly the situation they find themselves in. On a global basis, companies are losing faith in their digital smarts. In PwC’s 2017 Global Digital IQ Survey, 52% rated their digital IQ as strong. Compare that with 67% and 66% in 2016 and 2015, respectively. The survey, conducted among 2,200 technology executives, identified critical skill gaps such as cybersecurity and privacy.

It’s not that employees are getting less tech-savvy; it’s that the market demands more of each and every one of them. The word “digital” used to mean your company’s investments in IT, and perhaps social media readiness, but now it’s bigger, touching on your company’s overall culture.

Ten years ago the PwC survey found that emerging technology constituted 17% of a company’s digital technology budget. Jump ahead to 2017, and that same metric is just 18%. That’s a pretty minuscule shift, considering how rapidly the digital landscape is changing.