HubSpot, LinkedIn reveal top issues facing Australian marketing teams – Mumbrella

HubSpot and LinkedIn today released findings of a joint research report, conducted by YouGov, on the challenges facing marketers in Australia including macroeconomic hurdles, areas of focus, ways of working, and adapting strategies for local nuances.Misalignment between global and local marketing teams drains valuable resourcesMarketers say local requirements are kept in mind by HQ when making decisions, however, the majority (86%) agree that they spend too much time educating their HQ on Australian nuances and needs. In fact, nearly half (49%) of marketing decision-makers in Australia are of the opinion that senior leaders in regional or global offices are often misaligned with local marketing. There is a lack of understanding around the channels that are most effective in markets, where the areas of greatest impact are, and in some cases, there’s an assumption that a global approach will work the same way in every market. Interestingly, CMOs (41%) and VPs or equivalent (33 %) are more likely to cite this than managers (29%). Growth challenges top of the agenda for marketers In a state of continued economic uncertainty, nearly all (99%) of marketers in Australia say that their business is currently facing challenges, including corporate silos (44 %) and under-resourced teams (33…
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