Less than a quarter (23 per cent) of professionals working outside of the marketing department believe the function should lead their company’s digital agenda, despite most (88 per cent) marketers contrary thoughts, according to a new report.
The discord between the rest of the business and marketing spotlights the challenges of erecting an integrated digital strategy in companies without a clear leader in place to steer it. Despite this, marketing more than any other department, understands the importance of a digital strategy with most (94 per cent) saying its “important” and more than half (56 per cent) saying its “crucial”, revealed digital agency’s Omobono report…
Only 23% of staff think marketing should lead digital strategy
