4 out of 5 marketers not satisfied with current workflow

February 20, 2017

78% of marketers indicate that their way of working could be improved, but do not make sufficient use of digital tools to help them do so. However, because of the complexity of their job content, the high expectations and the many impulses, marketers are extra susceptible to stress and burnout.

This is one of the striking conclusions of a survey among 250 marketers in Flanders and Brussels about the biggest stumbling blocks in their marketing organisation. The lack of overview and insight in planning, budgets and results are experienced as the most important stumbling blocks.

Alarming signals for stress and burnout

Marketers say they lose too much time in their mailbox, when looking for project information, during inefficient meetings with colleagues and when reporting to higher management. Persistent loss of control over time and priorities are alarming signs of stress and burnout.

Digital tools should help to keep an overview and gain insight into marketing projects. However, only 18% of marketers use a project management tool. 58% mainly use Excel to manage their marketing organization. The other marketers acknowledge not to have an overview, are guided by their mailbox or keep everything only on paper.

Peter Desmyttere, founder of Husky Marketing Planner and client of the market research: "Especially the high use of Excel is surprising, because it is a pure calculation program. It is not a tool at all to manage projects and tasks, to follow up campaigns or to store strategic notes. In the last 2 to 3 years we have seen a remarkable increase in the number of marketers who are struggling with stress and burnout. Marketers apparently do not succeed in adapting their self-organisation in this increasingly complex world. They underestimate the added value that digital organisation tools offer.

About the market research

The research into the main stumbling blocks in the marketing organization was carried out at the end of 2016 by research agency Devroe & Partners on behalf of Husky Marketing Planner. 250 marketeers of medium-sized and large companies (50 to 500 employees) in Flanders and Brussels, spread over various sectors, were interviewed by telephone.

Striking conclusions from the survey:

  • 78% of marketers think that the current way of working could be improved.
  • 6 of the 10 biggest stumbling blocks in marketing departments are related to insight and overview
  • 39% say lack of insight into marketing processes is the biggest stumbling block
  • 36% of marketers say they do not or hardly measure results
  • 58% mainly uses Excel to manage the marketing organization

About Husky Marketing Planner

Husky Marketing Planner is a project management tool for marketers and marketing teams. The Ghent start-up has already convinced dozens of marketing teams to start working with Husky to make their daily operations more transparent and to stimulate cooperation. Interest in this organisational tool for marketing teams is also growing from abroad.