Marketing Leadership Benchmark Report
Two Years. Countless Lessons Learned.
Marketers are used to change.
But the last two years have challenged us all in more ways than one. What has the last year taught us? What trends emerged during the global uncertainty and how will they impact the future of marketing?
We wanted to know. And over 100+ marketing leaders from across 25 industries answered. Here’s what they had to say, and what you can learn from them.
Who We Surveyed
Marketing Through Uncertainty
There’s no more waiting for the “new normal.” It’s here.
We asked marketers to look back on the last two years and share the impact of COVID-19 on their company, team, and the role of marketing today.
We focused on being who we are and what makes us unique – with a vengeance. It was a wake-up call for the entire team. What we loved about selling A/B testing software is being human and helping teams succeed in their optimization efforts.”
I think people (including myself) are feeling exhausted and burned out, and are looking for more meaningful interactions with brands they care about, and better ways of filtering out the noise they don't. Too many junk phone calls and texts and (often socially irresponsible) social media platforms spewing ads. It can make marketing a big turn-off, and I see a return to pre-digital relationship authenticity made easier with tracking tools and software.”
The Modern Marketing Organization
In-house or outsource?
That’s a question a lot of marketing executives face when building out and scaling their teams.
Here’s how today’s marketing teams are approaching their in-house and outsourced talent.
If your organization is talent deficient on either the sales or marketing side, it doesn't matter if you have the proper technology or strategy. You will struggle to reach your goals.”
I think people are our most valuable asset – the technology, the media dollars, the messaging, etc. all need the right people to make them work. Prioritize attracting, hiring, training, and mentoring the best possible talent you can and as a leader, make this your #1 focus all the time. Through them, you will be successful.”
Set high expectations, provide support, and get out of the way.”
Develop analytical talent. Just about everything can be measured. It's all about the numbers and the ability to report, read, recommend paths, and show ROI – all based on key performance indicators.”
People are still shell shocked from the events last year and the ongoing challenges. Double down on coaching and development where possible and create a safe space for the team to thrive.”
Now is the time to really focus on your best talent and ensure they have the tools and resources they need. There are too many options in the market right now and good people are in high demand.”
Provide ongoing training and professional development opportunities. Recognize accomplishments of all team members and work with those facing difficulties, and insist on collaboration for medium to large scale projects.”
Trust and collaboration are key. To truly collaborate, you must build trust in your people and their skills and let them guide you. And ask a million questions--this is nuanced work and the details matter.”
Current Challenges Facing Marketing
Many of the challenges we faced a year ago are still being felt today. Talent, scalability, and pipeline generation are top of mind for many teams.