The report was based on data from a survey conducted in December 2021 among 120 senior-level marketers and 110 executives at marketing agencies.
Some 45% of marketers say they expect the current workload split between in-house staff and marketing agencies to stay the same over the next few years,18% expect in-house staff to handle a smaller share of work, and 37% say they expect in-house staff to handle a greater share of work.
Executives at marketing agencies also do not foresee major changes, with 52% saying they expect the split of work between their agency and their clients' in-house teams to remain the same in 2022.
Some 70% of marketers say they did not cut back on the number of marketing agencies they partner with in 2021.
About the research: The report was based on data from a survey conducted in December 2021 among 120 senior-level marketers and 110 executives at marketing agencies.
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
You may like these other MarketingProfs articles related to Marketing Management:
- How to Gain Managerial Approval for Your Go-to-Market Strategy
- Marketing as a Service, or How to Improve B2B Marketing Impact
- The Shift From Digital Transformation to Digital Evolution | Marketing Smarts Live Show
- The Top Driver of Employee Retention Is Meaning
- Better Together: The Importance of Aligning Sales and Marketing Teams
- Sales and Marketing Alignment Insights, Strategies, and Success Indicators: Matt Heinz on Marketing Smarts [Podcast]