Marketers often don't act as a team with the rest of the business. Further, a number of factors seem to be endemic to marketing teams in all sectors: a) Lacking breadth Marketing people prefer to advance their own professional development rather than broaden their career within the company. It is most common to recruit from outside the company (40-60% of positions are filled this way). b) Engagement HR teams criticised marketing teams for failing to engage the business in what they do.
THE LACK OF SKILLS
The Synesis Report of 1997 was a study billed as an audit of the marketing profession. It aimed to find out how the profession thought it was doing, where it is heading and how well equipped marketers believed they were for the future. It revealed that marketing was a self-confident profession with high self- esteem. This is striking, since it conflicts with concerns expressed by marketing directors in previous marketing forum research. In these studies marketers have said that they are worried about the future of the profession and want to re-examine where it is going. They lacked IT skills and competencies, and had failed to grasp the concept of customer service.