1. Marketing Leadership
The greater importance that the marketing function has taken within the organization has been reflected in the organization chart of Chilean companies. In fact, marketing is corporate in more than 60% of companies, with multinationals (85.7%) and B2C (75%) being the most advanced in this matter.
Yet only 35% of marketers are on the front lines of companies. The rest do not report directly to the CEO, but are one or more steps lower in the organization chart.
The little female participation in marketing leadership; and particularly when it comes to corporate management. While there is a large presence of executives in marketing teams, they they only occupy 24% of corporate marketing managements; having a greater presence in second-line leadership.
More work, but more influence in high-level conversations
60% of marketers report that the Marketing function increased in importance during the pandemic. Those who fully agree that their influence has increased lead teams in large or multinational companies; from industries such as Retail, Financial Services, Science & Healthcare, and Technology.
Likewise, 8 out of 10 marketing executives believes they have an impact on decision making or that you can get the support of your colleagues to support your initiatives, being those of B2B companies the most confident in their impact or influence in making strategic decisions.
The Covid-19 pandemic has also generated more work for marketing teams chilean, but with greater participation in high-level conversations, being B2C company executives the ones who most showed an increase in their workload.
Developing customer and brand retention through digital, mobile and social strategies is key to that prominent role. This importance is surprising given the 9% loss of marketing jobs – marketers are doing more with fewer people.
Main challenges
Without a doubt, the impact it can have on company performance and strategic decisions is a cross-cutting concern for marketing leaders.
When analyzing by type of client, the concern of B2C marketers is placed in equal parts in the performance of the company and in understanding the changes in consumer habits; while one in 3 Marketing leaders of B2B companies cites the performance of the local economy (vs 0% for B2C).
The lack of adequate personnel or technologies worries less than 10% of the participants in this survey.
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