Muck Rack：2023年市场营销与公关领导力现状报告（英文版）（35页）.pdf

1、STATE OF MARKETING AND PR LEADERSHIP 2023Roles and responsibilities of marketing and communications leadersMuck Rack conducted a survey focusing on professionals in leadership roles in marketing and communications.We received 384 responses and used a total of 193.The respondents hold titles such as

2、CCO,CMO,Director,Vice President,or other C-suite positions.We asked a series of role-confirming questions that allowed us to sort them into three groups:marketing leaders,communications leaders,and marcom leaders,based on their primary function.Marcom leaders are those that describe their role as a

3、blend of marketing and communications functions.Just under 70%of respondents reported that they manage a combination of both marketing and communications responsibilities.We complemented this quantitative data by carrying out one-on-one interviews with survey participants.The following section provi

4、des an overview of the roles and responsibilities of marcom leaders.Executive summary Approximately 70%of respondents say their role is a mix of marketing and communications Internal communications is more likely to be overseen by comms and HR/people ops than marketing Marketing and marcom leaders a

5、re optimistic about their budgets,with 42%and 49%respectively increasing their budgets in 2024 and content marketing will be a top area of investment Broadening reach and share of voice is a top priority for 76%of marcom leaders Lead generation is the top metric for 67%of marcom leaders40%80%60%20%1

6、00%MarketingCommunicationsA mix of bothWhich option best describes your current role?12%19%68%0%More than half of leaders surveyed say both marketing&comms are part of their role68%of all leaders surveyed say their role is a mix of both marketing and communications.In most cases,respondents say they