People working within the marketing industry must do more to stamp their influence on the boardroom and encourage top executives to consider their advertising and brand strategy when making high-level decisions about the future of their company.
According to a new report from the Chartered Institute of Marketing (CIM) and Deloitte, the quarterly Marketing Confidence Monitor, only 45 per cent of UK marketers have some kind of stake in the development of new products and services.
While a degree of specialisation is understandable, and marketers have plenty on their plate when solely dealing with their own area, it's obvious that helping shape product growth can ensure that experts can tailor a more holistic advertising campaign for a particular brand or service.
Furthermore, taking the lead in areas such as this can ensure that marketing is seen as a central part of the business, potentially leading to greater flexibility over budgets or staff development.
Anne Godfrey, CIM chief executive, told Marketing Week that companies will only begin the journey to economic recovery when they learn the importance of placing the customer as central to everything they do.
"That's where marketing plays a crucial role, out of the box labelled communications, advertising or promotion and at the heart of corporate strategy development and all aspects of customer experience," she declared.
However, at the moment only a third of those surveyed felt they had any corporate influence, while one in five said they were unlikely to be involved in significant changes to customer service or the wider customer experience.
The overall index - which takes account of the economic climate, job security, pay prospects and budget forecast - has jumped by more than three points since the last quarter, suggesting that whatever the wider strategic concerns, the profession remains relatively buoyant.