X-ray of marketing departments
Team size
The main thing to know is that marketing departments in industrial companies are usually small .
1 or 2 professionals is the most common (in 57% of cases). In fact, in most industrial companies, it is normal to have the figure of a Marketing Manager , and that's it. This is the person in charge of managing the company's overall marketing strategy and external collaborators, usually marketing agencies.
They are necessary because, as we have seen, these are very small departments.
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"Generally, these are small departments with 1 or 2 marketing professionals"
Only 16% of companies have a marketing department with more than 5 professionals, who are usually in charge of more functions than those of marketing (such as administrative ones). However, the most striking thing is that 7% of the companies that participated in the study still do not have a marketing department.
Consequence
Typically, a small team has little decision-making and action power . Often, a company's digital transformation begins in the marketing department. Before giving salespeople tools to capture contacts digitally, marketing starts by capturing leads on the Internet.
The smaller the marketing department, with a small budget and without the collaboration of external agencies, the more likely they are to carry out basic digital actions. For example, as we saw in the report, 79% of england whatsapp number companies manage a blog and their social networks; and 72% send newsletters.
Average age
In the industrial sector, the average age ranges between 30-40 years (56% of cases, the group with the most weight). We also observe departments where the average age is between 20-30 or 40-50 years (both in 21% of cases).
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Consequence
Different generations have different ways of approaching life and work. The younger generations of professionals (between 20 and 30, Generation Y, Millennials) work with trial and error. They rush into making decisions to study the results.
If you are in charge of marketing, your nature will make you a more innovative person.
On the other hand, those aged 35-50 (Generation X, which came after the Baby Boomers) tend to make more rational, more studied decisions, with slower processes. This conception clashes with the immediacy of digitalisation and everything that it entails.
