Bristol, UK United Kingdom (PressExposure) March 17, 2009 -- Marketing must be an integral part of business strategy, not an added extra, according to Amanda Walker, expert contributor to the Marketing Donut website, the one-stop marketing advice resource for SMEs.
âNo organisation will say that it's not marketing-focused but very few truly are when you dig deeper,â says Amanda Walker, managing director of Bauxite Marketing. âThe challenge for marketers is to demonstrate and clearly communicate the value of marketing to the entire organisation â particularly in these difficult times.â
Walkerâs advice comes in the wake of a new report by the Chartered Institute of Marketing (CIM) and Accenture that shows that businesses of all sizes are failing to incorporate marketing into their core strategy. The study, In search of a Strategic Role for Marketing, is a global benchmarking study of best practices in the marketing profession. Key findings reveal that:
â¢ 57 per cent of marketing functions are divorced from a strategic role within the organisation. â¢ 82 per cent of marketing leaders are dissatisfied with the role and positioning of marketing within their organisation. â¢ Less than 25 per cent of marketing leaders were able to claim capability in strategic, cross-functional marketing activities.
The report features in-depth industry case studies from brands such as Coca-Cola, Rolls-Royce and Thomson Reuters, but it has important lessons for firms of all shapes and sizes.âAs this study proves, all too often marketing is viewed tactically â purely as adverts, brochures and promotions â even in the largest organisations,â says David Thorp, CIM director of research and professional development.
However, the findings of this research have positive implications for small businesses, as Amanda Walker points out. âSmall firms have a real advantage here as they can generally implement a change in thinking and culture far faster than larger organisations,â she says.
Further information: Become a Marketing Donut expert by visiting the blog http://marketingdonutblog.co.uk/contributors/ Find out how to join Marketing Donut here http://marketingdonutblog.co.uk/join/ Find out more about the Chartered Institute of Marketing here http://www.cim.co.uk/home.aspx
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