of marketing leaders
Customer Service
What marketing
teams control
of marketing
leaders
marketers
AI and machine learning
27%
62%
38%
Product launches
Keeping up with changing consumer behavior
IT/Development
Believe their CEO is impressed with marketing’s leadership
39%
Let's Talk
58%
+
Report their roles have become fragmented among other executives
of marketing leaders feel the CMO doesn’t have the authority to do what’s expected of them
Total Control
Reporting
to CEO
76
Growing Market Share
marketing leaders feel their team’s function is misunderstood and improperly valued
36%
52%
Sometimes or often need to get buy-in from other executives to drive growth initiatives, most often from:
23%
Aligning budgets with goals
$100-$200M
Ensure your marketing team is armed with the right tools for success. Nanigans can help.
Reporting
to CEO
Analytics/Optimization
of marketing
leaders
Not Reporting
to CEO
of marketing leaders believe they have the control required to effect change
No Control
39%
Distribution
Improving ROI
and Boosting Sales
Overall
What marketing teams are talking about in 2018
RETAIL
Retail marketing leaders are increasingly responsible for growing online sales, expanding market share, and driving digital transformation.
Are they up to the task? Do their teams have what they need to win?
Nanigans surveyed 100 retail marketing executives for an inside look.
Ideal customer profiles
Sales/Business Development
25%
39%
Customer Acquisition
and Retention
of marketing teams do not have the resources needed to hit their goals
47%
ABOUT THE DATA
How well is marketing understood and valued?
$200M+
marketers
Gaining stakeholder alignment
62%
Median size of the marketing team
marketing leaders feel their team’s success metrics are poorly defined and misunderstood by other teams
43%
Inside the Minds of Marketing Leaders
of marketing
leaders
15%
marketers
18%
of marketing leaders
$200M+
Anatomy of a Marketing Team
30%
Plan to interview for jobs at other companies within six months
Product development
Most important factors for driving growth:
52%
Let's Talk
16%
Customer Service
Promotion channels
Click here for a downloadable version of this report.
Content/Editorial
Sales/Business Development
Top marketing team priorities
1 in 3
Improving measurement of marketing programs
IT/Development
Product/Merchandising
Analytics/Optimization
Store openings
(and what they don’t)
Keeping up with charging consumer behavior
93%
of marketing
leaders
All
Design/Creative
Sales and revenue goal setting
53%
38
All
Finance
2
78%
30%
Design/Creative
BY REPORTING STRUCTURE
Average number of CMOs a retailer has over 7 years
Some Control
Not Reporting
to CEO
+
Data privacy
and security
Product/Merchandising
91%
151
1 in 3
BY COMPANY REVENUE
Overall
12%
Sales/Business Development
58%
Pricing
Leveraging the right technology
THE View from the Top
THE BIG PICTURE
2.6
$100-$200M
18%
Regulation and compliance (GDPR)
ABOUT THE DATA
Nanigans partnered with Advertiser Perceptions to survey 100 marketing leaders at large retailers between May and June, 2018.
Individuals surveyed reported marketing as their primary job function and held titles of either CMO/Head of Marketing (50%) or VP/Director (50%). On average, they have worked at their current companies, which all generate at least $100 million in annual ecommerce sales, for 5 years.
3
Are marketing teams set up for success or failure?
Website design
Content/Editorial
32%
Are marketing’s goals clear across the company?
1
Finance
42%