Marketing Research Chart: Larger firms provide more structure for marketing talent

by Dr. Charles W. Coker, Human Capital Strategist

Marketing Research Chart: Larger companies have more formal positional guidelines

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In our Marketing Personnel Benchmark Survey, we asked more than 1,600 marketers how formal their positional guidelines and processes are. As the chart above illustrates, large firms clearly outpace their small and medium sized counterparts, with nearly 67% reporting formal guidelines.

While fixed corporate guidelines might be considered a negative personnel strategy, for many organizations, a defined job description and process actually serves the company well, by clearly defining what success means in a role, and what path a marketer should follow to ensure corporate advancement.

The larger a company grows, the greater the need for infrastructure, which is likely why large companies reported the most formal processes. Unfortunately, a greater infrastructure, can also lead to less flexibility (and creativity).

This may contrast with many market’s personality preferences – general marketer’s mindset require certain key elements, including flexibility, creativity and change to ensure their sustained job satisfaction and success.

Often, large company’s structure clashes with marketers’ mindsets. However, hiring, management, development and retention processes all require structure. If you do not lay a good foundation, you cannot produce good results.

Our survey respondents provided insight that indicates small companies have learned from the large, and that hiring processes are similar in organizations of all sizes.

Assessments seem to be a common denominator that provides an edge for organizations that use them. Our respondents indicated that marketers want a plan and structure – they like to know where they are going and how they will be rewarded. What we derive from this is that large companies’ structure is NOT bad, in and of itself.

The structure and processes these companies employ can be hugely beneficial, which helps large companies acquire the best available talent.

When marketers do not find they have a clearly planned career path,
or receive too few initial rewards, there is a tendency for them to move on – especially within larger companies. These companies likely have strong hiring practices but, due to inflexibility within the structure, fail to retain some of their best marketers.

For additional research data and insights about marketing personnel, download and read the free Executive Summary from the MarketingSherpa 2012 Executive Guide to Marketing Personnel.


Useful links related to this research

MarketingSherpa 2012 Executive Guide to Marketing Personnel

8 Challenges Undermining Your Marketing Team

Marketing Management: What is your company doing to increase knowledge and effectiveness?

Marketing Career: 4 questions every marketer should answer (and what you need to know to start asking them)