Marketers under pressure ‘like never before’: Wingmaven study
The disconnect between what businesses expect from marketers and the actual conditions they’re operating in is growing exponentially, according to a new qualitative study. The result is that senior marketers are under pressure like never before.
The Marketing State of the Nation report, conducted by marketing “coach-sultancy” Wingmaven in partnership with The Owl Insights and Vibrant Insights, captured the experiences of leaders at mid to large marketing functions for brands across Australia and New Zealand.
It revealed that marketers are being asked to transform businesses, drive growth, and “keep the engine running” with shrinking resources and expanding scopes. According to Wingmaven, this is making the marketer role evolve faster than the support systems around it.
