‘Isolated marketers put growth and innovation at risk’

alone2The once dynamic and collaborative nature of marketing has evaporated, with professionals now forced to navigate crucial decisions in isolation in a move that hinders growth and innovation.

That is the worrying conclusion of a new report by Nielsen for HubSpot and LinkedIn, which delves into the perspectives of over 700 senior professionals in the UK and Ireland.

The Defining the Future of Marketing in EMEA report exposes a concerning consensus among industry leaders with seven in ten marketers saying they are left to make decisions on their own.

The study identifies the great reshuffle as a key catalyst for these changes, with job transitions causing prolonged sales cycles and lower win rates.

In the past year, as marketers have faced mounting pressure to perform, the lack of resources and time constraints have made it challenging to build a full-funnel marketing strategy – which is the need of the hour for brands to stay top of mind.

The report further highlights that nearly 90% of sales and marketing leaders acknowledge that collaboration between these teams is vital for driving critical business growth. Surprisingly, however, three in five marketing decision makers currently rely solely on consumer-based software vendors, while one in five lean on advertising, sales, or finance departments.

HubSpot UK and Ireland marketing director Julie Lock said: “We’ll see rapid growth in the use of artificial intelligence in the next few years, so there has never been a more crucial time for marketers to make informed decisions and be connected to the rest of the business.

“Marketing leadership needs to garner a much deeper understanding of what’s working, what’s not, and what to expect in the next few years. Being plugged in across the organisation will help them understand the industry trends and how they affect key strategic decisions.”

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