RETHINKINGMARKETING
2023
What is the State of Today's Marketing Department?
Marketers, we want to hear from you! We are updating our 2022 survey to compare marketer's responses and see how you now feel about your current job, the marketing pressures you face, and where you see your future.
We want to better understand the human factors that make up a marketing department: how are you handling the changes made since COVID, the pressures placed on the department to do more with less, and the expectations to understand and implement new technologies brought into the department from AI.
Please take this quick 4-minute, 30 question survey to let us know your thoughts. Results will be published to this page and on LinkedIn.
2022 State of Today's Marketing Department Survey
The 2022 survey offers key insights into how marketing departments are handling the current pressures, from changes due to the pandemic, and where the marketing budget and strategy currently stand.
During the second half of 2020 and throughout 2021, B2B marketing departments across the U.S. had to handle virtual employees, canceled conferences, remote events, and drastically modified business strategies, all under the pressures of limited headcount and severely reduced budgets.
We wanted to better understand where these pressures were coming from and how marketers were successfully handling the added responsibility.
Our survey was sent to marketers at all job levels, and we received 71 completed responses. Our demographics are at the end of the survey results.
Our results brought some interesting findings to light.
Marketers are happy.
Marketers are happy when they are doing what they are supposed to do each day. But they are getting overloaded with work and are not feeling they have the resources to achieve the right results.
Marketers have too
many core jobs.
Marketers are being asked to do too many core jobs at once, making it difficult to achieve quality consistently. And we found that over 30% were doing roles outside of the marketing department.
What is the solution?
I think one of the marketers said it best – “I want the resources and the time to do my job well, so I can feel proud of what I’ve accomplished for the company.”
We’ve all gone through challenging times; we now need to analyze our marketing departments and make sure we are structuring and supporting them for success – for marketers and the company.
Download the Survey's
Executive Summary
Download the Survey's 8-Key Takeaways in the Executive Summary
About Us
Jennifer Palmer Farrington
Chief Executive Officer | Founder
YourMarketer LLC
Jennifer Palmer Farrington is the founder and chief executive officer for YourMarketer LLC, and is a seasoned marketing executive with over 20 years of marketing consulting and client management experience – from the initial concept to implementation. She is a former award-winning Chief Marketing Officer for a national public accounting & consulting firm, overseeing marketing functions and business development for all of their practice groups and service lines.
Previously, Jennifer worked at Grant Thornton LLP as their regional director of marketing, leading the team for the Northeast. Prior to that, she was the Chief Marketing Officer for Buck Consultants where she developed Buck’s new brand and identity, built a marketing department and started Buck’s well-received educational webcast series, which delivers timely, cutting-edge topics and techniques to the marketplace.
Jennifer received her dual bachelor of art degree in psychology and communications from Bethel College, Indiana, and received multiple Platinum and Gold awards from MarCom Creative and from the Association for Accounting Marketing.
Sara Janjigian Trifiro
President | Founder
SJT Marketing LLC
For over 25 years, Sara Janjigian Trifiro has been focused on helping professional services and nonprofit organizations develop and execute marketing and business development programs.
As the founder and leader of SJT Marketing LLC, she works as a fractional CMO allowing small-to mid sized organizations meet their revenue goals through smart and obtainable marketing and sales operations. She has led communications and growth efforts at several professional services and consulting firms including Johnson Global Accountancy, Changing Our World, Inc., Beacon Interactive Systems, and TEAMWORx. Prior to launching SJT Marketing, Sara directed the marketing efforts for the $70M National Not-for-Profit and Higher Education Practice of Grant Thornton.
As a strategist, she works with organizations to understand their biggest marketing blind spots and works collaboratively to create go-to-market lead flow systems. Skilled at tapping the resources and existing knowledge base of organizations to help them reach and convert new clients and donors.
SJT Marketing LLC
E Sara@sjtmarketing.net
www.SJTmarketing.net