These are some of the findings from a Chartered Institute of Marketing and Accenture survey, which took a benchmark of global best practices in the marketing profession based on detailed conversations with senior marketing executives from 50 international organisations, controlling over £1.5bn in annual marketing spend and representing more than 16,000 marketing practitioners.
The study, In search of a Strategic Role for Marketing, provides insight into the challenges shaping the marketing function in major organisations and the future of the marketing profession.
Key findings from the cross-industry study reveal:
57% of marketing functions are divorced from a strategic role within the organisation.
82% of marketing leaders are dissatisfied with the role and positioning of marketing within their organisation.
less than 25% of marketing leaders were able to claim capability in strategic, cross-functional marketing activities.
David Thorp, director of research and professional development at the CIM, says: ‘As this study proves, all too often marketing is viewed tactically - purely as adverts, brochures and promotions - even in the largest organisations.
‘Yet in these difficult times, it has never been more important to ensure a wider marketing input to organisational strategy. Our first global benchmarking study throws much needed light on how large organisations can get the most from their marketing teams and ensure they make a significant strategic impact.'
Simon Longhurst, senior executive in customer relationship management at Accenture, adds: ‘This study shows that marketing executives continue to wrestle with how to strike the right balance between executing a marketing plan that helps drive company strategy and demonstrating fiscal restraint.'
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