Gartner Research

Marketing Organizational Design and Strategy Survey 2016: Marketing Leaders’ Ambitions Outstrip Capabilities

Published: 17 June 2016

ID: G00308595

Analyst(s): Anna Maria Virzi , Christopher Ross , Ewan McIntyre

Summary

The majority of marketing leaders say they play a key role in setting business strategy. Survey findings, however, expose a lack of internal team coordination, a skills gap and other shortcomings that could prevent marketing leaders from delivering business outcomes that match expectations.

Table Of Contents

Survey Objective

Data Insights

  • Strategy
    • More Than Two-Thirds of Marketing Leaders Say They Play a Significant or Primary Role in Setting Overall Business Strategy
    • Only 10% of Organizations Are Primarily Structured Around Buyer Personas and Roles, Suggesting Insularity That May Blind Marketers to Customer Needs
    • Marketing Analytics and Website Development Command the Highest Percentage of Dedicated, Full-Time Employees at 61% Each
    • Nearly Two-Thirds of Marketers Say Marketing, Rather Than IT, Leads the Purchase of Marketing Tech
    • Leadership Skills to Manage Marketing Programs Are Cited as the Primary Strength of Marketing Organizations; the Top Weakness Was Technical Skills
    • Analytics and Digital Commerce Are Seen as the Most Important Marketing Skills by Nearly 50% of Marketers, Yet They Are the Most Difficult to Recruit
    • Orchestration of Multichannel Marketing Lacks Clear Ownership; 20% of Marketers Surveyed Say It's Led by Marcom, and 16% Say It's Led by a Product or Brand Manager
    • Lack of Internal Team Coordination and Skills Gaps Are the Sources of Multichannel Struggles for Nearly 40% of Marketers
    • More Than Half of Marketing Leaders Say Their Current Marketing Organization Relies Heavily on Agencies and Third Parties; Only 19% Have a Strong In-House Focus
    • One-Third of Marketing Leaders Say They'd Like to Strike a Better Insource/Outsource Balance
    • Over 40% of Marketers Plan to Increase Use of Agencies, Which They See as Providing Superior Performance, Breadth and Depth of Skills
  • Methodology

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client