Marketers Come Up Short In Perceived Value, Study Shows

Oh, you poor email marketers. 

A new study by Skynova shows that 54% of marketing departments feel they are valued by superiors, second only to human resources, at 58%. 

But the reality is that marketing ranks sixth in how management views departments, with a score of 2.09 (out of a scale of 1-4, with 1 being the most valuable). 

It is outranked by production (1.73), operations (1.79), sales (1.85), management (1.86) and information technology (1.98). 

But marketing beats accounting (2.11) and human resources (2.2). 

There is a similar split when it comes to how departments feel valued by peers. 

Marketing is again second, with 59% say they are valued by other departments, and human resources tops the list, with 60% feeling the same way. 

But the story changes when it comes to the actual ranking. Production is seen as the most productive department -- scoring 1.84 -- on the same scale described above. Next are sales (1.89), operations (1.99), information technology (2.02) and accounting (2.03). 

Marketing comes in sixth, with a score of 2.07. 

But other departments assign marketing a score of 1.92, making it fifth among the most valued groups. 

But marketers must feel wanted. Here is the list of departments that think they are experiencing a lack of respect: 

  • Sales — 28.8%
  • Production — 21.7%
  • Operations — 21.2%
  • Human resources — 15.8%
  • Accounting — 12.9%
  • Management — 12.5%
  • Marketing — 12.2%
  • Information technology — 9.4%

Apparently, they didn’t bother to ask whether email marketers feel a lack of respect in their own departments. 




3 comments about "Marketers Come Up Short In Perceived Value, Study Shows".
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  1. Ronald Kurtz from American Affluence Research Center, August 11, 2021 at 4:33 p.m.

    This is the type of research that is good for gaining media exposure for the sponsor but which has little or no value or credibility for a variety of reasons. 

  2. Ed Papazian from Media Dynamics Inc, August 11, 2021 at 5:40 p.m.

    The sample size was 1010 and this was split eight ways to get the deparmental ratings. With that in mind---even if the sample was representative of each function---which is another question---- most of the findings might be considered a tie or not all that different. I agree with Ron that this is pretty soft research. 

  3. John Grono from GAP Research, August 11, 2021 at 5:55 p.m.

    Are you giving it a rating of 4 Ronald?

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