Survey reveals the need for greater standards and best practice
across marketing

• New research finds that nearly half of business leaders surveyed have reservations about levels of professionalism across their key business functions
• 39% of all respondents believe a lack of professional approach has led to wasted budgets
• Ongoing professional development and training ranked the highest combating this issue

24th February 2025 - A new survey from the Chartered Institute of Marketing (CIM) highlights the need for consistent, industry-wide standards that hold business functions accountable to a high level of professionalism.

CIM’s latest research, surveying over 500 business decision makers indicates a level of doubt towards certain divisions. It found that 1 in 10 believe their marketing colleagues act unprofessionally, nearly three times the level identified amongst finance and legal professionals. Whilst nearly half (45%) of business leaders have reservations about the level of professionalism across marketing, HR and sales.

Concerns over marketing’s professionalism are the highest amongst small business leaders, with a fifth of respondents (18%) ranking it as the lowest business function, with medium sized firms (50 to 249 employees) coming in second at 15%. The findings indicate that small and medium sized businesses are suffering from a lack of professionalism, highlighting the importance of investment in ongoing training and professional certification.

Ongoing professional development and training ranked the highest for improving professionalism across all business functions, with over half of respondents (63%) recognising its value. A fifth (22%) of respondents also viewed external certification or qualifications as a way of improving professionalism across all business functions.

As businesses face increased economic pressures, findings point to the need for short term investments in training and certification, in order to prevent costs in the long term. With respondents citing wasted budgets (39%), reduced team morale (36%), poor campaign outcomes (33%), and loss of brand trust (23%) as the most common issues marketing teams face due to a lack of formal qualifications.

To curb this trend, 63% of business decision makers identified ongoing professional development and training as a way to improve professionalism across all business functions. In fact, those in the marketing sector themselves identified reduced team morale (45%) and poor campaign outcomes (36%) as key impacts of when encountering unprofessional marketing teams, underscoring the urgent need for formal training.

These challenges highlight the importance of a global marketing framework to standardise skills, improve performance, and drive consistent, successful outcomes across teams.

Discussing the research results Chris Daly, chief executive at CIM, commented: “These findings highlight a critical challenge for the marketing profession. With marketing being ranked as the least professional when compared to those such as legal and accounting functions which benefit from credited, professional certification and increased legislation it’s clear that there is an urgent need for a global professional marketing framework. The data clearly shows that a lack of formal qualifications not only affects team morale and campaign effectiveness but also leads to wasted budgets—an issue businesses can’t afford, especially in today’s economic climate.

Investing in ongoing professional development and certification isn’t just about boosting credibility; it’s a strategic move to improve performance, drive better outcomes, and ultimately protect business resources. Marketing is a vital growth driver, and enhancing its professionalism should be a priority for organisations of all sizes.”

As the world’s leading professional marketing body, The Chartered Institute of Marketing has developed a skills and behaviours-based framework that sets the industry standard. Working with business leaders, recruitment agencies, and marketing professionals globally to identify the critical skills, behaviours, and attributes of an outstanding marketer. This framework defines what it takes to be a competent, proficient, and relevant marketer whilst guiding performance management, talent attraction, and showcases capabilities, providing an understanding of excellence and responsible marketing.

To find out more, please visit: https://www.cim.co.uk/membership/global-professional-marketing-framework/

-ENDS-

Notes to editors:

About the research methodology

All figures, unless otherwise stated, are from YouGov Plc. The total sample size was 524 adults working in business. Fieldwork was undertaken between 20th - 27th January 2025.  The survey was carried out online. The figures have been weighted and are representative of British business size and region.

For media enquiries

For further media information please contact the Chartered Institute of Marketing press office at Good Relations on CIMTeam@goodrelations.co.uk

For CIM enquiries
James Delves
Head of PR and External Affairs, CIM
james.delves@cim.co.uk

About CIM

For over 100 years, CIM has been the universal voice of marketing, championing our industry and its positive impact on organisations, economies and the wider society. Today, we play a more significant role than ever in supporting, developing and representing our members and the profession around the world. Always on top of the latest developments, we offer inspiring insights and thought leadership to generate transformative discussion and ideas.

On an individual level, marketers at every stage of their career find us a trusted and people-centred provider of clear guidance, training and professional qualifications – especially on their path to being accredited as a Chartered Marketer. If it carries a CIM stamp, it’s taken seriously: proof of the essential skills that boost long-term success for any business.

We’re at the forefront of all that’s exciting about marketing. Our services build careers and boost businesses. We continue to speak out for our industry, working alongside like-minded organisations to bring on the latest generations of talent and set professional standards for the entire marketing ecosystem. Find out more about CIM by visiting www.cim.co.uk.