While 74% of marketing teams are recognized as strategic partners, more than one in four marketers feel isolated from the rest of their organization.

Meltwater, a global leader in media, social, and consumer intelligence, partnered with The Work Innovation Lab, a think tank by Asana, to unveil the State of Marketing Collaboration report. This comprehensive study sheds light on the current landscape of marketing collaboration, revealing challenges and opportunities for organizations worldwide.

Key Points

1. Alignment Challenges

   • Only 39% of marketers feel confident in aligning department goals with overall business objectives.
   • Despite being perceived as strategic partners by 74% of organizations, 27% of marketers feel disconnected from the rest of the organization.

2. Transparency and Collaboration

   • Gaps in transparency, data literacy, and inter-departmental collaboration pose challenges to marketing success.
   • 79% of marketers believe collaboration with other departments enhances the quality of their work.

3. Data-driven Decision-making

   • While data-driven decision-making is crucial, only 18% of individual contributors understand how their department measures the impact of marketing efforts.
   • 23% of marketers admit their department hasn't fully embraced a data-centric approach.

4. Role of AI

   • Despite the buzz around AI-powered transformation, adoption remains low.
   • Only 46% of marketers use generative AI weekly, with a mere 15% using it daily.
   • However, online discussions about marketing and AI have surged by 606% year-over-year.

5. Cross-functional Collaboration

   • Silos between marketing, sales, IT, and R&D hinder innovation and growth.
   • 29% of social media marketers dread collaborating with PR partners, while 62% feel disconnected from the IT department.

6. Strategic Collaboration

   • Strategic and intentional collaboration, turbocharged with AI, can drive massive growth and impact.
   • Organizations must adopt collaboration platforms to align goals and support cross-functional collaboration.

The State of Marketing Collaboration report highlights the critical need for alignment, transparency, and collaboration within marketing departments and across functions. With AI poised to transform marketing, and strategic collaboration at its core, organizations can overcome challenges and unlock unprecedented growth and impact.