Over One Third of Companies Lack a Marketer in Top Leadership Roles

It's disappointing to learn that over a third of brands do not have a marketer included in their leadership team, despite all the advantages that marketing brings to the table.

Our Website’s latest Career & Salary Survey for 2024 reveals that only 34.7% of the over 3,000 marketers surveyed mentioned that their company does not have a marketing director or CMO in the leadership team.

This percentage increases significantly in SMEs (businesses with less than 250 employees), where almost half (48.8%) of the companies do not have a marketer in the leadership team.

At larger businesses, it is not surprising that less than a quarter of marketers (23.2%) have a marketing director or CMO on the leadership team.

This issue is also prevalent in B2B businesses, with two-fifths (40.5%) of respondents indicating that their leadership team does not include a marketing director or CMO. This is significantly higher compared to businesses that have a mix of B2B and B2C (34.5%) or B2C (27.1%).

More positive news can be seen in the leadership of top marketing roles in businesses where a marketing director or CMO is part of the leadership team.

Our survey indicates that women are more likely than men to be on the leadership team, with a ratio of 53.5% to 45.2%. This trend holds true across different types of businesses, including SMEs (54.9% to 45.1%), larger companies (53% to 45.1%), B2B (55.5% to 43.5%), B2C (52% to 46.2%), and businesses with a mix of B2B and B2C (52.9% to 45.9%).

It's a positive sign that women are increasingly able to reach top positions in marketing departments, despite the fact that they often take on more responsibilities without receiving a pay raise and face a persistent gender pay gap.

Most of these leadership positions have been established for more than two years. According to data, 60.2% of marketers in leadership roles have been in their positions for over two years, while 15.6% started within the past year, and 12.4% started between one to two years ago.

Across different types of businesses, from B2B to B2C to a combination of both, a particular trend remains strong. In both small and large businesses, there is a noticeable shift in the importance placed on marketing.

Small and medium-sized enterprises (SMEs) are leading the way in this shift, with 22% of them having recently added a marketing director or Chief Marketing Officer (CMO) to their leadership team. This could indicate a significant change in how marketing is perceived and valued within smaller companies.

We have discussed the significance of marketing having a seat at the leadership table on our website. Former Debenhams CMO Abigail Comber emphasized the importance of marketers gaining sponsorship in the boardroom as a measure of success.

On our website, you can find a collection of exclusive news and features from the 2024 Career & Salary Survey. Click here to see all the content we have shared so far.

Editor's P/S:

The article highlights the concerning underrepresentation of marketers in leadership teams, particularly in SMEs and B2B companies. This omission undermines the immense value that marketing brings to organizations, including strategic decision-making, revenue generation, and customer engagement. By excluding marketers from leadership roles, companies are missing out on critical insights and perspectives that can drive business success.

Furthermore, the article sheds light on the encouraging trend of increased female representation in marketing leadership roles. This positive development is a testament to the growing recognition of women's leadership capabilities and the importance of diversity in decision-making. However, it is crucial to address the persistent gender pay gap and ensure that women are compensated fairly for their contributions. By fostering a more inclusive and equitable work environment, organizations can attract and retain top marketing talent and unlock the full potential of their marketing departments.