About 46% of top managers rated the performance of the marketing team in 2020 as very good or exceptional, and 45% rated it as moderate, according to recent CMO Council surveys.
The report was based on a survey of 120 senior executives in different sizes and industries.
When asked about management gaps and holes in marketing organizations, business leaders listed the key areas where they see the need for more skills, proficiency and capabilities.
The survey also asked in which areas of performance and value creation business leaders are looking for marketing.
According to business leaders, the solution may not be internal: many executives said temporary or part-time marketing managers gets added value, especially in the marketing department by introducing new ideas and ways of thinking:
Other study results:
- Revenue and sales growth is the best result for marketing, with 80% of respondents reporting customer acquisition and profitability close to second (71%).
- According to 69% of business leaders, marketing is extremely or moderately confident in its ability to drive a recovery in growth in 2021.
- 84% say they communicate closely, regularly or more often with their marketing team.
- Cooperation and alignment between business areas, functional areas and marketing is considered by 37% of respondents to be close, balanced, efficient and well integrated; the same percentage says it is getting better all the time.
About research: The report was based on a survey of 120 senior executives in different sizes and industries.