What skill set do you find most lacking in marketing job candidates today?

I see a real lack of strategic chops in most marketers- both new hires and senior level. So many marketing teams just plan on gut feelings or by throwing spaghetti at the wall, but there are so few who are really strategic in their planning and execution. 

I voted for data analytics but more specifically, tying effort to impact in a deliberate manner. I often find people will have a laundry list of things they want to do but fail to think about the expected outcome first, and then work back to decide what should be done and how each activity will ladder up to the ultimate goal.

In junior functions, usually the gap between college reality and the one on the workfloor. Other is, how to get things done within the organisation. 

Always challenging is the bigger picture, the promotion from specialist to a more experienced or broader function.