The PM Forum is a 5,000 strong regionally-based members' association, formed in
1996, dedicated to raising the standards of professional services marketing and
to enhancing the credibility of marketers working in professional service firms
worldwide.
Ideal marketing structure - In search of the ideal marketing structure
"The trick is to find the structure that best supports the delivery of the company strategy within budgetary constraints." (Director of marketing, Property consultancy)
Key factors affecting the ideal marketing structure include client/market pressures, internal accountability, legacy, level of experience, firm structure and cost. Respondents suggested that any structure should be flexible, reviewed regularly with a willingness to make changes, and tailored to the needs of the business as it will be dependent on the skills and orientation of the partners. As regards size, marketing teams are typically less than 10 employees, with average size by grade and activity shown below:
Looking into 2008, 62% of BD teams are expecting growth in headcount compared with only 30% of marcomms teams. 55% of combined teams are expecting growth. Interestingly only 1% of firms are expecting a reduction in headcount, whereas the budget for other expenditure items is being frozen by some 70% of firms. Databases, websites and seminars are most likely to see modest increases in budget, with directories, direct mail, memberships and marketing consultants most likely to see reductions.
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