In addition to you, how many full-time or contract employees currently work in marketing?
The vast majority of marketing teams are small, especially in comparison to other departments. What’s especially interesting is the number of “0” responses. Keep in mind that the question is asking how many in addition to the survey respondent (who is likely the founder or head of marketing). Nonetheless, there are a lot of marketing teams of one, whether that be the founder, CEO, or head of marketing.
How many contractors or freelancers do you work with?
Looking at this chart in isolation is interesting. But looking at it with context from the last question about full-time employees is really interesting. What this tells me is contractors and freelancers make up a substantial part of marketing teams — half or more.
How many marketing agencies do you work with?
Compared to 2022, the number of companies working with an agency has gone up 9%. This could be a byproduct of sample size and relatively insignificant, or an interesting leading indicator that companies are moving to outsource more of their marketing.
How many tools do you use across your marketing team?
Given how large the MarTech Lumascape is, it's surprising to see how many companies get by with just five or fewer dedicated marketing tools. Many features and product functions are being bundled into a single tool. Still, ~50% of companies are using 6 or more marketing tools, which is quite a lot and representative of how broad marketing’s responsibilities are.
