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These people will help you automate processes and drive efficiencies, so if they want to learn SQL or Python, foster that learning experience. Help them understand that the invisible service they provide, while somewhat intangible, holds intrinsic value to your organization. Show them the results of their work directly, one-to-one.
Google can drive an increased volume of leads, but the quality and the intrinsic value of those leads will differ. In the example above, I would recommend my client to optimize toward SQL with dynamic values based on things like company size or predictive lifetime value (pLTV) if that is viable. Why is lead quality so important?
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