Concerns grow over marketing professionalism amid calls for industry standards

A recent survey conducted by the Chartered Institute of Marketing (CIM) has unveiled significant concerns regarding professionalism within marketing departments, particularly among small and medium-sized enterprises. The findings indicate a prevailing sentiment of doubt among business leaders, emphasising a pressing need for industry-wide standards that would promote accountability and uphold professionalism across marketing functions.

The survey, which involved over 500 business decision-makers, revealed that one in ten respondents believe their marketing colleagues exhibit unprofessional behaviour, a figure that is nearly three times higher than that observed within finance and legal sectors. Overall, 45% of business leaders expressed reservations about the professionalism displayed in marketing, human resources, and sales functions, with small business leaders showing the greatest concern. Within this group, 18% ranked marketing as the lowest in terms of professionalism, while medium-sized firms, with employee counts ranging from 50 to 249, followed with 15%.

The findings reflect a broader issue within the business landscape for small and medium-sized enterprises, underscoring the necessity for investments in ongoing training and professional certification. The research presents a clear correlation between perceived professionalism and the effectiveness of marketing teams, illustrating that lapses in professionalism could adversely affect campaign outcomes, team morale, and the trust bestowed upon brands. It was noted that 39% of participants reported wasted budgets as a direct consequence, while 36% cited diminished morale and 33% referred to poor campaign results stemming from a lack of formal qualifications within marketing teams.

The survey highlighted a consensus among respondents, with 63% agreeing that ongoing professional development and training are critical for enhancing professionalism across business functions. Moreover, 22% acknowledged that obtaining external certifications or qualifications would significantly contribute to raising the professionalism bar.

Chris Daly, the chief executive at CIM, offered insights into the survey's implications, stating, "These findings highlight a critical challenge for the marketing profession. With marketing being ranked as the least professional when compared to those such as legal and accounting functions which benefit from credited, professional certification and increased legislation, it’s clear that there is an urgent need for a global professional marketing framework." He elaborated that a deficiency in formal qualifications detrimentally impacts team morale and campaign efficacy, leading to financial inefficiencies that organisations can ill afford in the current economic climate.

Daly further emphasised the importance of investing in ongoing professional development, highlighting that such initiatives are not solely about enhancing individual credibility. Instead, he described these investments as strategic moves that are essential for improving overall performance, achieving better outcomes, and safeguarding business resources.

In response to these challenges, CIM has developed a framework based on skills and behaviours designed to establish industry standards in marketing. This initiative aims to guide the identification of critical skills, behaviours, and attributes that characterise successful marketers. The framework provides insights into the requisite competencies for marketers while also aiding in performance management and talent attraction.

With the findings of this survey, CIM aims to address the gaps in professionalism within the marketing domain, highlighting the necessity for concerted efforts from organisations across all sizes to elevate standards and ensure marketing functions are equipped to drive growth effectively. The organisation's commitment to developing a global professional marketing framework is a pivotal step towards standardising capabilities that underpin ethical and responsible marketing practices across the industry.