What do successful marketing teams look like?
We all know it: company leaders pilgrimage in droves to start-ups to learn how to unhinge entire markets with customer- and benefit-focused business models. This could tempt one to assume: The golden age of marketing has dawned. And this is probably true - at least if you don't equate marketing with a marketing department, but with a mindset in the company. "Market-oriented enterprise management" - under this Headline this reorientation is already registered in the marketing textbooks for years as new king way of marketing. And with it it becomes now serious - because of the digitization. This could create, what generations of marketing professors did not succeed in: Product policy, selling, Pricing and communication do not take place any longer in neatly separate functional silos, but are integrated to a consistent Customer Experience.
Our current study "What distinguishes successful marketing teams. Organisation, leadership, digitalisation" shows, however, that in reality more than half of the marketing departments are little or not at all involved in the strategy process in their company. This is not surprising, since most marketing managers do not have the necessary qualifications. About half of the marketing units are actually marketing communication departments. Only 38 percent are also responsible for product management. Only 44 percent consider themselves capable of developing business model and service innovations. Only one third are already proficient in dealing with customer journey and customer experience. More than half of the respondents are of the opinion that artificial intelligence and virtual or augmented reality are not relevant for them. With this competence profile, it will be difficult to advance the digitalization of marketing. These marketing teams are far from playing a leading role in the company's digital transformation - even though, as market and customer experts, they would actually be predestined for this and should be the ones who draw attention to relevant trends and innovations.
A comparison with the Quadriga study "Leadership and Organization of PR" shows that marketing managers are less successful at achieving their own goals within the company than their colleagues in corporate communications. Marketing managers should therefore deal more intensively and systematically with the question of how they can position themselves and their department more effectively in the company and build up management know-how that qualifies them for a strategic role in the company. After all, marketing units that have little influence and can only achieve their goals with difficulty run the risk of losing their most ambitious employees: There is a significant correlation between the influence of the company's own marketing department on the one hand and the job satisfaction and willingness of its employees to change jobs on the other.
Because they exist: Marketing units that have a significant impact on the strategic orientation of your company and enjoy a high degree of acceptance. They are more often than not the marketing teams that possess a broad spectrum of digital competencies, use digital collaboration tools and - last but not least - work together with their managers in a trusting, open and highly esteemed manner.
About the study:
For the study "What distinguishes successful marketing teams. Organization, Leadership, Digitization", 1,102 marketing managers - predominantly executives - in Germany, Austria and Switzerland were asked about the range of tasks, organizational integration, performance level and acceptance of their marketing department, but also about personal job satisfaction and leadership style. It was also surveyed which competencies the marketing managers consider indispensable for contemporary marketing and where they see the greatest gaps in competencies.