Marketers fail to link strategy with business goals

Marketers risk losing influence in the boardroom after a report found that the overwhelming majority are failing to properly link marketing with overall business strategy.


The study, by Accenture and The Chartered Institute of Marketing (CIM), reveals that only 15% of marketers fully integrate what marketing does with broader business strategy.

A further 8% say there is a significant disconnection between the two.

CIM head of insights Thomas Brown says the lack of alignment offers marketers an opportunity.

“Marketers are going to have to be much more robust in terms of how they define propositions,” he says. “That is a massive opportunity for a leader to say ’what is marketing here for and how does it contribute to the overall goals of the organisation’.”

Accenture partner Joanna Levesque, who co-wrote the report with Brown, says the figures are “horrifying”, but that closer alignment is possible.

A central marketing function in an international business will help link strategy, says Levesque. She says: “A trend we see with clients is that they have some kind of centre of excellence or best practise approach. Local markets are then in charge of execution.”

The report also recommends that marketing be responsible for the skills that teams need, rather than devolving this to the human resources function, for example.

The Future for Marketing Capability questioned 130 senior global marketers and spoke in-depth to 26 chief executives and chief marketing officers.

See the feature from this week’s issue

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here