In Search of a Strategic Role for Marketing

The Chartered Institute of Marketing and Accenture

With an increasing focus on marketing structure effectiveness, The Chartered Institute of Marketing, the world’s largest professional body for marketing, partnered with leading global management consultancy, technology services and outsourcing company Accenture, to conduct a practitioner-focused, primary research study exploring marketing structure, leadership and community.

Key findings from the cross-industry study reveal:

• 57 percent of marketing functions are divorced from a strategic role within the organisation.
• 82 percent of marketing leaders are dissatisfied with the role and positioning of marketing within their organisation.
• Less than 25 percent of marketing leaders were able to claim capability in strategic, cross-functional marketing activities.

This comprehensive report, the output of our first global benchmarking study, presents key learnings with data, analysis and commentary alongside a named, industry case study for each of our four key findings.

Excellent research undertaken, which provides useful insight into marketing and strategy development across different sectors and organisations.

Catherine Howard, Marketing & Communications Manager, Fujitsu Services

I will share this research within the organisation. In particular, it is useful for organisation design purposes.

Claire Green, HR Business Partner Commercial, PepsiCo International