The Forum’s post-lockdown polls of mainly mid-market CEOs and C-Suite members at sector firms have identified material gaps between the current and ideal contribution of marketing expertise to sector firms, particularly in four areas: advising on pricing strategies; sourcing new clients; acting as a ‘change agent’ to challenge the business plan and strategies; and working with firm leaders to assess the market implications of new services. Yet marketing budgets are being reduced at two thirds of firms, and marketers are being furloughed in large numbers.
