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 Sunday, February 1, 2009

 

 

STATE OF MARKETING SURVEY – IMPORTANCE OF MARKETING

 

Marketing has and continues to evolve in importance, function and form either for better or worse. Each week, for the past several years, we have been sharing our knowledge about marketing best practices (including principles, processes and tools) with you through DISPATCHES™ to help empower marketers to achieve true excellence.

 

At the end of 2008 we initiated a survey with you subscribers of DISPATCHES™ to solicit your thoughts regarding the state of marketing as it is currently perceived and practiced throughout the world. The purpose of the BDNI “State of Marketing Survey” is to gain a fix on where marketing stands both in the absolute and relative to other functional areas by sector and geography as perceived by different levels of marketing management.

 
 
 We are now ready to share the results from the survey with you all. From our database a total of 182 managers, from around the world and a variety of industries, responded to the survey. Please note that what we are sharing with you is directional in nature since the sample is from our database and not the population at large. Nonetheless, we believe this will provide you with a good feel for the current State of Marketing.
 

This is the first article, which tackles the perceived importance of marketing, in a series to mine learning from the State of Marketing Survey.

 

 

Personal: Position by Sector and Geography

 

A total of 161 managers (from the 182 who responded to the survey) shared their position with us. Of this total we categorize 52 (nearly one-third) as senior managers. We define senior managers as including: General Managers, Country Managers, V.P. Marketing (& Sales), Director and Franchise Managers. The vast majority of senior managers responding are from North America (35 or two-thirds of the total) and the Pharmaceutical Sector (22 or 42%).

 

 

  Responders: Position – Sector/Geography 

 
 
Total
Sector
Geography
 
(161)
FMCG
(47)
Pharm
(50)
MDD
(42)
Other
(22)
NA
(90)
Europe
(47)
Asia/Other
(36)
#
%
#
%
#
%
#
%
#
%
#
%
#
%
#
%

General Manager

6
4
1
2
0
0
0
0
5
23
6
7
0
0
0
0

Country Manager

2
1
0
0
1
2
0
0
1
4
0
0
2
5
0
0
VP Marketing (&Sales)
9
5
3
6
4
8
1
2
1
4
5
6
1
3
2
6

Director

29
18
4
8
17
34
 5
12
3
14
23
27
2
5
3
9

Franchise Mgr

6
4
5
11
0
0
1
2
0
0
1
1
2
5
3
9

Grp Prod/Brand
Manager

24
15
9
19
8
16
4
10
3
14
9
11
5
14
9
27
Product/Brand Manager
45
28
13
28
12
24
17
41
3
14
21
24
13
34
10
31
Asst/Assoc Prod/BrandMg
12
7
6
13
4
8
1
2
1
4
11
13
0
0
1
3
Marketing Manager
28
18
6
13
4
8
13
31
5
23
10
11
13
34
5
15
 

 

 

 

Perceived Importance of Marketing

 

We queried respondents as to the importance of marketing in their organization as perceived by their senior managers and themselves. Specifically, we asked for “yes” or “no” responses to the following statements: 1) Senior Management perceives Marketing as the most important function in the company; and 2) I feel that Marketing should be perceived as the most important function in the company.

 
 
As shown in the chart below the majority of total responders believe that Senior Management does NOT perceive marketing to be the most important function in the company (59% state “no” versus 41% “yes’). The FMCG (Fast Moving Consumer Goods) and Other sectors along with Asia/All Other Geography are the sole breakouts in which respondents believe that Senior Management perceives marketing as the most important function. The MDD sector and European Geography take the most exception to the statement (with 82% and 75% claiming “no,” respectively). (Please note that nearly two-thirds of respondents from Europe are MDD managers in this survey.) This perceived lower regard for the importance of marketing may be attributed to the unique role of sales personnel in MDD since many provide important training to surgeons and may even work in the operating theatre with them. It may be further explained by the fact that many MDD marketing personnel are former sales personnel and/or engineers. Additionally, MDD marketing tends to be geared primarily toward sales support and may not have had the opportunity to establish successes.

 

 

 

 Marketing Importance – How We Believe Sr. Mgt. Perceives It

 
 

Total
Sector
Geography

 
(183)

FMCG
(51)

Pharm
(52)

MDD
(50)

Other
(30)

NA
(96)

Europe
(47)

Asia/Other
(36)

#
%
#
%
#
%
#
%
#
%
#
%
#
%
#
%
Senior Mgmt Perceives Yes
76
41
28
55
22
42
9
18
17
57
39
41
12
25
22
61

Senior Mgmt
Perceives No

107
59
23
45
30
58
41
82
13
43
57
59
35
75
14
39
 
 
 

On the other hand, the vast majority of responders assert in the positive that they believe Marketing should be perceived as the most important function in the company by a 4:1 margin (80% state “yes” with 20% “no”) in total. This is true for all sectors and geographical areas. It does not surprise in that one would expect those within a given function (in this case marketing) to believe that their discipline should be the most (or at least one of the most) important. However, once again the most dominant affirmative responses are with the FMCG and Other sectors along with the Asia/All Other Geography.

 

 

 

Marketing Importance – How We Believe It Should Be Perceived

 
 

 

 

Total
Sector
Geography


(182)

FMCG
(51)

Pharm
(52)

MDD
(50)

Other
(29)

NA
(95)
Europe
(47)
Asia/Other
(36)
#
%
#
%
#
%
#
%
#
%
#
%
#
%
#
%

I perceive
Yes

147
80
48
94
42
81
32
64
25
86
76
80
32
68
35
97

I perceive
No

35
20
3
6
10
19
18
36
4
14
19
20
15
32
1
3
 
 
 

Most Important Function

 

So what is the most important function in the Company? We posed the following question to respondents: “The most important function in my organization, as perceived by senior management, is viewed as …” The response for the marketing function is consistent with the previous question. The “sales” function dominates MDD and Europe. Product R&D, while not a significant number, appears to be more important within Pharm and North America. This may be attributed to the importance of bringing compounds to market, which requires significant clinical testing and regulatory screening.

 

 

 Most Important Function
 
 

 


 
Total
Sector
Geography

 
(176)

FMCG
(50)

Pharm
(50)

MDD
(50)

Other
(26)

NA
(90)
Europe
(47)
Asia/Other
(26)
#
%
#
%
#
%
#
%
#
%
#
%
#
%
#
%

Marketing

62
35
26
52
17
34
3
6
16
61
33
37
8
17
18
50

Sales

79
45
15
30
19
38
37
74
8
31
32
36
31
66
16
44

Finance

7
4
4
8
0
0
2
4
1
4
2
2
3
6
2
6

Manufacturing

4
2
1
2
2
4
1
2
0
0
4
4
0
0
0
0

Product R&D

20
12
4
8
9
18
6
12
1
4
16
18
4
9
0
0
Legal/ Regulatory
4
2
0
0
3
6
1
2
0
0
3
3
1
2
0
0
 
 
 
 

Where Do CEOs Come From?

 

In response to the question “The CEO in my organization comes from” more than 40% state “marketing” (43%) with close to two-thirds (62%) for FMCG and virtually three-quarters (74%) in Asia. Marketing appears to be contributing the most CEOs in all sectors and geographies with the exception of MDD and Europe. In the MDD sector (in which our sample skews Europe) nearly two-thirds of the CEOs are from Sales. We believe the answer raises important questions regarding the importance of marketing and may help explain the answers to previous questions. One would expect that if the CEO comes from marketing then marketing is going to be perceived as a very important, if not the most important, function within the company. Yet perceptions of the importance of marketing don’t live-up to CEO origins.

 

 

CEO Origins
 
 

 


 
Total
Sector
Geography

 
(156)

FMCG
(47)

Pharm
(44)

MDD
(43)

Other
(22)

NA
(82)
Europe
(41)
Asia/Other
(30)
#
%
#
%
#
%
#
%
#
%
#
%
#
%
#
%

Marketing

67
43
29
62
21
48
8
19
9
41
36
44
8
20
22
74

Finance

26
17
6
13
12
28
4
9
4
18
20
25
5
12
0
0

Product R&D

12
7
2
4
5
11
2
5
3
14
11
13
0
0
1
3

Legal/ Regulatory

0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0

Manufacturing

6
4
2
4
1
2
3
7
0
0
4
5
2
5
0
0

Sales

44
28
8
17
4
9
26
60
6
27
10
12
26
63
7
23
Human Resources
1
1
0
0
1
2
0
0
0
0
1
1
0
0
0
0
 
 

 

BOATS & HELICOPTERS:

 

Given the aforementioned one might conclude the following:

 
  1. If you are interested in a career in marketing, where you will be appreciated and have a chance to develop into a CEO, then be a FMCG marketer and, if possible, go East (i.e., to Asia).
 
  1. If you relish challenges then the MDD and Pharmaceutical sectors, and Europe, appear to be the place for you to demonstrate the importance of marketing and your skill as a marketer by establishing a success there.
 
  1. If you are in either the MDD or Pharmaceutical sector you need to demonstrate that marketing is, indeed, worthy of being perceived as more important.
 
 

We hope this stimulates and provokes your thinking. Let’s get a dialogue going regarding the Importance of Marketing. Please blog your comments and/or questions here. Let’s share to learn what you and others think. And, what if anything, we can do about it.

 

 

Richard Czerniawski & Mike Maloney


Richard Czerniawski


430 Abbotsford Road

Kenilworth, Illinois 60043

tel 847.256.8820 fax 847.256.8847


reply to Richard:

rdczerniawski@cs.com or

richardcz@bdn-intl.com

 

 

Mike Maloney


1506 West 13th

Austin, Texas 78703

tel 512.236.0971 fax 512.236.0972


reply to Mike:

mikewmaloney@cs.com or

mikemaloney@bdn-intl.com

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