State of Marketing Collaboration
In the rapidly-evolving world of marketing, strategic collaboration is more than just a buzzword—it's a necessity. This report, produced by Asana's Work Innovation Lab in partnership with Meltwater, dives deep into the current landscape of marketing collaboration. Drawing on survey insights from 830 marketing professionals and extensive social listening data, the report uncovers key trends, challenges, and opportunities for marketing teams to harness the power of collaboration and drive business growth.
73% of marketing professionals say their teams are considered strategic partners to other functions.
Connecting strategy and goals
Nearly half (49%) of marketing professionals want more transparency into their team’s strategy development. Some teams feel this more acutely, highlighting the need for better communication and alignment.
Embracing data-driven decision-making
Less than one-third (30%) of marketing professionals are highly familiar with their department's measurement plans. Individual contributors lag behind their senior counterparts, highlighting a significant gap in data-driven decision-making.
Bridging collaboration gaps
4 out of 5 marketing professionals believe that collaborating with other departments improves the quality of their work, yet 27% feel that the marketing department is disconnected from the rest of the organization.
Seizing AI as a marketer's newest collaborator
Marketers at organizations that have provided training on how to use AI effectively are 57% more likely to be enthusiastic about using AI at work. Despite this enthusiasm, the limited applications of AI in marketing so far suggest significant untapped potential.
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