By nickjohnson - April 17th, 2013

As part of the run up to the 2013 Incite Summit, we asked 300+ marketing and communications executives about the key issues they see impacting on their roles in 2013.

 

Over the last 8 months, we have been researching the key issues for both the marketing and communications communities.

 

Both sets of respondents are united in the need for a more customer-centric approach, for presenting a more human face to consumers, for communicating in an integrated - and consistent - manner, and for sharing insights about consumers better internally.

 

And yet. When asked how important enhanced internal collaboration would be in 2013, 22% of communications executives said it was their top priority. Only 5% of marketers said the same.

Why?

  1. Marketers are already doing as much collaboration as they need?
  2. Communicators are seen as performing a smaller/less critical role, and thus marketing is less incentivised to collaborate with their department specifically?

What else? Your feedback would be appreciated in the comments below

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