Survey: Marketing Leaders Responsible for More Than Ever

The early results from our Marketing Leadership Survey are in, and a shocking percentage of marketers say the job has changed dramatically in just five years. Marketing leaders have acquired (or been loaded with) more responsibility in almost every area.

The early results from our Marketing Leadership Survey are in — there’s still a week to go, so don’t forget to take it yourself and enter to win a $100 AMEX gift card! — and a shocking percentage of marketers say the job has changed dramatically in just five years. Marketing leaders have acquired (or been loaded with) more responsibility in almost every area.

Have the roles and responsibilities of marketing leaders changed in your organization over the past 5 years?
Credit: Target Marketing and NAPCO Media Research

More than half of respondents say marketing responsibilities has changed greatly or completely over the past five years. And five years really isn’t that that much time, essentially since 2013. All this change has happened in less time than Snapchat’s been around.

Looking specifically at how responsibilities have changed, the movement has only been in one direction: up. In fact, after our first survey email, the “much less responsibility” answer column has yet to be touched, and even “less responsibility” has only been selected a handful of times.

Notice that orange does not appear on this chart, and there are only slivers of light blue. | Credit: Target Marketing and NAPCO Media Research

The area of marketing responsibility expanding the most is technology, where over 80 percent report increased responsibilities. That comes as no surprise, as marketing technology is expanding and marketers are controlling, or at least demanding, more and more enterprise technology spending.

Metrics/reporting and data responsibilities aren’t far behind, with over 70 percent of respondents saying those responsibilities have increased.

Surprisingly, none of those lead the “much more responsibility” column. That went to Innovation, where over 40 percent of our respondents say they now have much more responsibility.

How do those answers stack up to your own evolving roles and responsibilities? Take the survey and let us know, and you’ll be entered to win $100!

And keep an eye out for the final report we’ll be putting together from this research. These are only two of the insights we’re developing; the final report will include how marketing leaders are spending their time, how they’re spending their money, how they base their KPIs, whether or not they feel respected in the corporate hierarchy, and more!

Author: Thorin McGee

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.

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