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    Marketing Benchmarks

    The Market Edge Marketing Benchmarks have been updated for the current year and include three important additional findings in budget pressure, marketing role priorities, and digital marketing. Download the PDF for an in-depth analysis of each finding.

    Our biennial benchmark study analyzes headcount and roles in strategic marketing, marketing communication, and product management in order to compare similar business units based on size, operating margin, R&D investment, and anticipated growth. Evaluations of specialty chemical and materials, agrochemical, and healthcare companies at the business unit level provide a specific and relevant comparison to peers.

    Market Edge’s proprietary Marketing Benchmarks and Capability Databases are based on 25 years of experience with category-leading clients in a range of B2B and B2C industries.

    Download Marketing Benchmarks

    Market Edge proprietary Benchmarks analyze headcount by marketing role as a function of revenue, operating margin, forward growth, and R&D investment.

    Business Units are compared to other organizations operating in similar B2B markets e.g., specialty chemicals, materials.

    Higher levels of market growth or R&D investment should be supported with increased Strategic Marketing resource to ensure that new offers are aligned with target markets, applications and customer segments.

    Tactical marketing resources is strategy dependent, either:

    1. Scale up as the business grows and resource internally; or,
    2. Outsource and concentrate on supply partner (agency) management

     

    Product Management should generate scale efficiencies per FTE for larger Business Units, especially in low growth, low volatility markets.

     

    Are your Marketing team’s headcount and roles appropriate to deliver your organization’s strategy? Participate in Market Edge’s Benchmarking Study to know the implications for your organization.

    Your participation is confidential and your personal output will be complimentary. Fill out the form below and a Market Edge consultant will be in contact with you.