More than half of all marketing teams restructured in 2021
Exclusive data reveals team restructures accelerated last year, as companies of all sizes grappled with how to make their marketing team fit for the post-Covid reality.
The structure of marketing teams is undergoing widespread and fundamental change as companies adapt to new consumer demands and changing working patterns post-Covid.
Exclusive data from Marketing Week’s 2022 Career and Salary Survey reveals more than half (56.5%) of the 4,463 respondents have experienced structural change in the marketing team over the last year.
This is an acceleration even compared to the frantic days of lockdown in 2020, when 46.3% of respondents to last year’s survey reported structural change in their teams.
In large companies 63.7% of marketers have seen team restructures, up from 56.2% last year. The rate of team restructures is slightly lower in SMEs (businesses with 250 employees or under) at 48.3%, up from 34.7% last year.
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Over a quarter (26.1%) of all respondents have seen marketing teams in their business merge with other departments, up from 22.6% in 2021 Career and Salary Survey.
The analysis suggests marketers are more likely to have seen specialisms added to their team (24.4%) than removed (10.3%) over the past 12 months.
Furthermore, marketers are also likely to have been working in multi-disciplinary teams with people from other parts of their company.
Some 14.8% of respondents have moved to squad-based agile working, down slightly from 15.5% last year. A common response to dealing with crises during the pandemic, agile working is being acknowledged by a growing number of brands as an evolution that is here to stay.
Marketing Week has spoken to a variety of marketers to gain a greater understanding of how – and why – marketing teams have evolved over the past 12 months.
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