Marketers Are Stressed Out By Work, Study Finds

Marketers are overwhelmed by their workloads. For one thing, they have far too many sources to wade through to get the information they need, and that includes email, according to Marketing Trends Report, a study from Airtable. 

Email teams must share some of these gripes, including too much time spent in meetings and an abundance of documents to consult.  

Of the marketers polled, 30% have to consult 10-14 sources for up-to-date data on marketing activities. (This includes dashboards, databases, apps, documents and emails). And 44% have to view five to nine sources. 

Another 10% must scan 15-19 sources and 13% must scan three to four. And an unlucky 3% must view 20 or more. 

This may explain why only 30% of marketers have even moderate visibility into the ROI of campaigns. 

And it may shed light on why only 17% of marketers find it very easy to turn data into actionable insights. And a mere 18% say it is very easy to make real-time data-driven decisions. 

Moreover, only 24% feel it is very easy to measure the impact of marketing campaigns against broader business goals.  

Perhaps worse, 74% of teams report their workflow is siloed, with disconnected processes. And siloed teams spend 22% more time on non-core tasks, compared to more connected teams. 

Of those polled, 22% strongly agree that their workflow is siled and disconnected, and 33% moderately agree. Another 19% slightly agree.  

That’s not all: 95% of marketing leaders report a boost in the volume and campaign and content request in the last year. 

Marketing leaders spend an average of 10 hours a week on non-core tasks. This totals 12 hours for those in companies with more than 5,000 employees. Only 25% agree they have the time for creative collaboration, and 25% report that they are able to work distraction-free in a given week.  And 20% believe they spend too much time on status checks and updates. 

At the same time, 73% of marketing leaders find it moderately or very easy to collaborate within marketing. And 66% say the same about collaborating with those outside marketing.  

AirTable surveyed 300 respondents who are senior managers and above, 70% in companies with 500 or more employees.
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