Nearly 70 percent of marketing executives globally say the past year has completely exhausted their employees, according to research from Accenture.
While this comes as no surprise given the heightened levels of employee burnout cited around the world, there is a silver lining.
The report identified a small group of marketers—just 17 percent of more than 1,000 marketing executives surveyed—whose marketing organizations are thriving despite all the change, uncertainty and complexity from the past 18 months. This group—which the research identifies as thrivers—found the vast majority (86 percent) of their employees have been energized by a new purpose of servicing customers’ rapidly changing motivations.
Thrivers are decluttering marketing to manage complexities, with 59 percent noting that their marketing organizations are much stronger today than last year because they’ve been pushed to think about marketing entirely differently. Thrivers have zeroed in on their customers’ evolving motivations and what’s needed to serve them in smarter, better ways. They’ve focused on what matters, discarded what doesn’;t, and rewired the rest. As a result, they find greater meaning in their work, which is critical to serving the business and its customers and to retaining and attracting employees.
The report breaks the remaining respondents into two other groups:…