The impact of the downturn on marketing departments

The December 2008 PM Forum 'Snapshot' survey focused on the impact of the downturn on marketing departments - changes to headcounts, budgets and the use of external consultants - and on individual marketers - hours worked, pressure and loyalty. 186 members responded. Highlights include:

  • Headcount: BD experts had a 14% increase in the past year; CRM and PR had a 4% increase; websites showed 3%, but all other areas show reductions of up to 13%. As salary budgets remained flat, this suggests significant re-allocation of roles within marketing departments.
  • External consultants: e-marketing, BD, PR and CRM had increases in the past year; all other areas had reductions.
  • Marketing budgets: All areas had reductions, with 30%-50% reductions against original budget for corporate hospitality, advertising, conference attendance, sponsorship, PR, directory entries and direct mail.
  • Other budgets: Professional dues, benefits and staff welfare were only down by 10% so marketing is clearly seen as good source of cost savings.
  • Hours: 25% of marketers are working more hours compared with a year ago, with 30% of global and 20% of US marketers averaging over 55 hours every week.
  • Pressure: 75% of marketers report increased pressure, mainly in delivering projects and dealing with partner queries.
  • Loyalty: 20% of marketers are looking for a new job (40% in property firms). Job searches are averaging two months (four months for property marketers). All report slow progress in a difficult market.

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