Survey Report

State of Marketing Organizations Survey

The evolving nature of marketing in the post-COVID world has led to a shift in how teams are built.

Key insights

This survey of 100+ senior marketers from mid to large companies offers insights into:

  • Top challenges before marketing
  • Building best performing teams
  • Remote teams post-COVID
  • Top skills for senior marketers
  • Exploring on-demand teams

Driving marketing excellence

Lack of bandwidth is the top challenge

Strategy and insights are key capabilities

Most marketing teams are agile

Building new team structures

Marketing teams can be fully remote

Blended workforces and smaller core teams are trending

Enterprises are leveraging on-demand teams

Bringing in outside expertise

Traditional outsourcing and freelancing marketplaces bring in outside expertise

The need for on-demand teams is steadily increasing

Hear from marketing leaders

  • "Client centricity, external eminence, and solid sales relationships are skills every senior marketer should have."
    Arun Cavale CMO, IBM Global Business Services, Asia Pacific
  • "After the planning in-house, we bring in experts who can execute well to support our campaigns based on the market and our needs."
    Dawn Ng Senior Marketing Director, UiPath
  • "On-demand specialists can bring in fresh perspectives and sometimes also have the ability to think in an unconstrained manner."
    Anil Viswanathan Senior Marketing Director, Mondelez Foods

    Marketing teams can be remote

    Nearly half of the senior marketers say the marketing teams can be fully remote.

    Fully remote
    47%
    Up to half
    26%
    Up to three-fourth
    15%
    Up to one-fourth
    7%
    None or unsure
    5%

    The challenge of remote working presented itself as an opportunity for us. After COVID, our innovation cycles have improved by 30%.

    Duygu Ersoy Global Brand Director, Unilever

    Ready to dive deeper?

    Download the full survey report to explore how leading brands are restructuring their marketing teams.