Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.

 

Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML
May 15, 2012
Article

Marketing Research Chart: Larger firms provide more structure for marketing talent

SUMMARY: Do the members of your marketing team know what success means for their roles? For most marketers, having a clear understanding of roles, responsibilities, and a formal channel for advancement are critical to success in their jobs.

We asked more than 1,600 marketers about their organizations' practices regarding job descriptions and advancement procedures. See this week’s chart for their answers.
by Dr. Charles W. Coker, Human Capital Strategist

Marketing Research Chart: Larger companies have more formal positional guidelines


View Chart Online

Click here to see a larger, printable version of this chart



In our Marketing Personnel Benchmark Survey, we asked more than 1,600 marketers how formal their positional guidelines and processes are. As the chart above illustrates, large firms clearly outpace their small and medium sized counterparts, with nearly 67% reporting formal guidelines.

While fixed corporate guidelines might be considered a negative personnel strategy, for many organizations, a defined job description and process actually serves the company well, by clearly defining what success means in a role, and what path a marketer should follow to ensure corporate advancement.

The larger a company grows, the greater the need for infrastructure, which is likely why large companies reported the most formal processes. Unfortunately, a greater infrastructure, can also lead to less flexibility (and creativity).

This may contrast with many market’s personality preferences – general marketer’s mindset require certain key elements, including flexibility, creativity and change to ensure their sustained job satisfaction and success.

Often, large company’s structure clashes with marketers’ mindsets. However, hiring, management, development and retention processes all require structure. If you do not lay a good foundation, you cannot produce good results.

Our survey respondents provided insight that indicates small companies have learned from the large, and that hiring processes are similar in organizations of all sizes.

Assessments seem to be a common denominator that provides an edge for organizations that use them. Our respondents indicated that marketers want a plan and structure – they like to know where they are going and how they will be rewarded. What we derive from this is that large companies’ structure is NOT bad, in and of itself.

The structure and processes these companies employ can be hugely beneficial, which helps large companies acquire the best available talent.

When marketers do not find they have a clearly planned career path,
or receive too few initial rewards, there is a tendency for them to move on – especially within larger companies. These companies likely have strong hiring practices but, due to inflexibility within the structure, fail to retain some of their best marketers.

For additional research data and insights about marketing personnel, download and read the free Executive Summary from the MarketingSherpa 2012 Executive Guide to Marketing Personnel.


Useful links related to this research

MarketingSherpa 2012 Executive Guide to Marketing Personnel

8 Challenges Undermining Your Marketing Team

Marketing Management: What is your company doing to increase knowledge and effectiveness?

Marketing Career: 4 questions every marketer should answer (and what you need to know to start asking them)




See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.










To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter




*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve your marketing

Join our thousands of weekly Case Study readers. Enter your email address below to receive MarketingSherpa news, updates, and promotions:
Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions