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The CMO Council suggests members consider hiring part-time ‘on demand’ marketing leaders
As chief marketing officers try to hit their targets and stay ahead in the ever-changing industry, a new survey suggests that they may want to look outside their teams for assistance. And they seem to need it: The Chief Marketing Officer Council survey found that 86% of respondents say they have missed opportunities for lack of resources.
For the survey, The CMO Council polled 150 members at the beginning of 2021 about issues such as team capabilities and the time it takes to hire leaders.
Just 14% of the CMOs who responded rated their own global marketing teams as excellent. Forty-four percent called their own teams “very good,” while 27% said they have average teams, 12% said their teams were improving and 3% admitted to leading poor teams.
But when asked whether a lack of resources or capabilities in key functions impaired their performance or ability to execute effectively, 34% admitted it was a consistent issue and 52% said that happened intermittently. And 20% said the lack of resources or capabilities “significantly” led to missed revenue, growth, or customer acquisition, while another two-thirds noted that it “somewhat” led to those missed opportunities.
These are striking figures that…
