‘Be their champion’: Exploring the relationships that matter to marketers
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
The relationships marketers build across their organisation have always been crucial. Collaboration ensures campaigns are aligned with the broader ambitions of the brand, complement sales activity and secure that all-important buy-in from senior leadership.
But against both a tough economic backdrop, in which the ROI of each penny spent is under scrutiny, and an increasing blurring of lines, as a surge in data-driven marketing allows marketers to concretely demonstrate their commercial clout, these relationships have taken on an even higher level of significance.
According to Marketing Week’s exclusive 2025 Career & Salary Survey, 59.8% of the more than 3,500 respondents say they’ve become closer to their CEO over the past year, with 62.7% closer to the finance team and 65.8% collaborating more with sales.
