The scramble to integrate and streamline teams has been one of the marketing industry’s defining shifts over the past 12 months.
Exclusive data from the 2021 Marketing Week Career and Salary Survey reveals 46.3% of marketers have experienced the introduction of new team structures over the past 12 months, with 22.6% seeing teams within their organisation merging with other departments or functions.
The survey of 2,453 marketers suggests that the move to new team structures proved much more common within large corporates (56.2%) than in SMEs (34.7%) of 250 employees or less. Likewise, larger businesses were almost twice as likely to have merged departments or functions over the past 12 months (29%), compared to SMEs (15.2%).
In total, 15.4% of marketers have seen specialisms added to their team, while slightly fewer (10.6%) have seen specialisms removed. A further, 15.8% have moved to squad-based/agile working over the past 12 months.
Again disparities emerge between large companies and smaller businesses. A move to squad-based or agile working was twice as common in large corporates (21.4%), as it was in SMEs (9.5%).
Marketing teams are also being affected by disruption to personnel and shifting agency relationships.