Stuck in the middle: Why marketing managers feel disconnected from the C-suite
An emerging divergence of opinion between marketing managers and the C-suite is highlighting different expectations around issues of inclusivity, agility and development.
The Marketing Week article, “Stuck in the middle: Why marketing managers feel disconnected from the C-suite,” featured the firm's research, "Marketing Moves 2017: Q1 – Q2" The article is excerpted below.
Sitting in the middle tier of management, marketing mangers represent the bridge between the C-suite and junior marketers. Responsible for putting the executive team’s vision into action, managers are also expected to develop a whole new set of skills as they take on the responsibility of managing their own team.
This lack of contact and closed routes of communication could be having an impact on hiring decisions too. Recent research by executive search firm Russell Reynolds Associates exposed a lack of confidence among CMOs in the next generation, with only 45% of those questioned able to name a natural successor within their business.
In turn, a generation of rising marketing leaders lack confidence in their managers’ ability to help them develop skills for the future. Just 10% of these emerging marketers feel like their superiors are “highly effective” at developing them, prompting 50% to plan to leave their current employer in two years or less.
If brands are serious about retaining the best talent it is crucial to address the concerns of marketing managers and their search for greater creativity, agility and enhanced opportunities to grow.
To read the full article, click here.