Executive Summary: The Great Reshuffle

The evidence indicates that the marketing profession is undergoing a forced evolution, where strategic, AI-augmented roles are thriving while task-oriented functions face obsolescence, creating a widening chasm between high-value and replaceable talent.

 

 

Headline Insights

• The Marketer Squeeze is Intensifying: A cooling labour market, characterised by widespread hiring freezes and redundancies, is colliding with an urgent, unprecedented demand for new AI-related skills. This has created a high-stakes environment where marketers must adapt or risk obsolescence
• AI is Redefining, Not Just Replacing, Marketing Roles: While job displacement fears are rampant and statistically significant, the primary impact of AI is the “unbundling” of the traditional marketing role. Repetitive tasks are being automated, elevating the importance of uniquely human skills such as strategic thinking, creative problem-solving, and ethical oversight.
• A Widening Skills and Training Chasm Threatens Growth: A staggering 70% of marketing professionals report receiving no formal AI training from their employers, creating a “shadow AI” workforce of self-taught employees. This gap between tool investment and people investment is the single greatest barrier to realising AI’s full potential.
• The ROI Imperative Has Reached a Fever Pitch: Economic uncertainty has transformed marketing from a perceived cost centre into a rigorously scrutinised performance engine. The ability to demonstrably link marketing activities to revenue is no longer a best practice but a fundamental requirement for job security.
• Wellbeing is the New Competitive Battleground: Record levels of marketer burnout, driven by an “always-on” culture and overwhelming tech stacks, are a critical business risk. The productivity paradox — where more efficiency tools lead to greater exhaustion — threatens talent retention and long-term team performance.

The Data That Matters: Top 10 Statistics for the Modern Marketer

1. 51% of UK HR leaders have undertaken or are considering layoffs in 2024, signalling a precarious job market for marketers.^[1]
2. Nearly 60% of marketers fear AI could replace their roles, a concern that has almost doubled since 2023, reflecting deep-seated anxiety about the future.^[2]
3. 70% of marketing professionals report their employers provide no training in generative AI, highlighting a critical failure to upskill the workforce for the new era.^[3]
4. The average marketing salary increase in the UK was 7.7% over the past year, though this growth is expected to cool significantly in 2025.^[4]
5. The marketing industry has the lowest staff retention in the UK, with an average tenure of just 2.8 years, indicating a high-churn, low-loyalty environment.^[5]
6. Marketing budgets as a percentage of company revenue fell to 7.7% in 2024, a significant drop that intensifies the pressure to prove ROI on every pound and dollar spent.^[6]
7. 58% of marketers report feeling overwhelmed, and 50% are emotionally exhausted, pointing to a systemic burnout crisis within the profession.^[7]
8. In the US, the marketing segment of the executive workforce has grown by 16%, while the advertising segment has shrunk by 3%, showing a clear shift in strategic focus.^[8]
9. Forrester predicts US ad agencies will automate 7.5% of jobs (32,000 roles) by 2030, with clerical and market research roles most at risk.^[9]
10. Freelancers in AI-exposed roles (e.g., copywriting) have already seen a 5% drop in earnings since the launch of ChatGPT, a leading indicator of AI's impact on full-time compensation.^[10]

At a Glance: UK vs. USA Marketing Landscape

Metric	United Kingdom	United States
Total Marketing Professionals	1.7 million (jobs supported) [11]	2.5 million (core marketers) [12]
Job Growth/Decline (2024-2025)	Significant downturn; 23% drop in new permanent marketing roles (Q1 2024) [13]	Cooling market; 10% YoY decline in job postings (Nov 2024) [14]
Average Salary (Marketing Manager)	£55,000 - £75,000 (London) [15, 16]	$161,030 (National Median, May 2024) [17]
Layoff/Hiring Freeze Prevalence	High (51% considering layoffs, 20% in hiring freeze) [1]	High in Tech Sector (95k+ layoffs in 2024) [18]
AI Adoption Rate (Marketing)	Projected to reach 22% of firms in 2024 [19]	69.1% of marketers already use AI [2]
Marketer Burnout Rate	High (58% overwhelmed, 50% exhausted) [7]	High (59% of Millennials, 58% of Gen Z) [20]

 Spotlight on London

The London marketing job market operates as a distinct ecosystem within the UK. It commands significant salary premiums, with a Senior SEO Manager earning £50,000–£70,000 compared to lower figures in regional hubs such as Manchester.^[16] This reflects both the higher cost of living and the concentration of headquarters and high-value roles. However, this concentration also creates hyper-competitive conditions. The city is the primary hub for AI start-ups in the UK, home to 1,387 AI businesses, driving a more rapid adoption of AI in marketing practices compared to the rest of the country.^[21] While remote and hybrid work have slightly diluted its dominance, London remains the nexus of marketing talent, innovation, and investment in the UK.

 

The Current State: A Profession at a Crossroads (2024-2025)

The marketing profession finds itself navigating a period of intense pressure and uncertainty. The post-pandemic hiring boom has given way to a cautious, cost-conscious environment, while the relentless pace of technological change demands constant adaptation. This section dissects the macroeconomic headwinds, the specific impacts on marketing employment, and the human cost of operating in this high-stakes landscape.

The Macro-Economic Headwinds

The state of marketing employment cannot be understood in isolation; it is a direct reflection of the broader economic climate in the UK and USA. Both economies are experiencing a "great cooling" after the inflationary pressures and overheated labour markets of the preceding years.

In the UK, the Office for National Statistics (ONS) data from late 2024 through mid-2025 paints a picture of a decelerating market. Payrolled employees fell by 149,000 between June 2024 and June 2025.^[22] The number of job vacancies has been in a sustained decline, falling for 37 consecutive periods to 718,000 in May-July 2025, a level now below the pre-pandemic benchmark of January-March 2020.^{[22, 23]} While nominal wage growth remains relatively strong at around 5.0%, real wage growth, when adjusted for inflation, is a much more modest 0.9%.^[22] Critically, the overall employment rate, while stable, remains below pre-COVID levels, indicating a less resilient workforce than headline figures might suggest.^{[24, 25]}

The United States mirrors this trend of normalisation. The Indeed Job Posting Index, a key leading indicator, was down 10% year-over-year as of November 2024, though it remained 10% above pre-pandemic levels.^[14] This signifies a market that is still creating opportunities but has moved definitively away from the "hire-at-all-costs" mentality of 2022. Job growth has become highly concentrated, with nearly 75% of all jobs added in the last 12 months coming from just three sectors: health care, government, and leisure & hospitality.^[14] LinkedIn's Workforce Reports confirm this cooling trend, showing a pattern of fluctuating but generally slowing hiring momentum throughout 2024.^[26]

Public reports often frame this cooling as a healthy "return to normal." However, the underlying data suggests a more fragile situation. The fact that the UK employment rate is still below its pre-COVID benchmark ^{[24, 25]} and US job growth is so narrowly focused ^[14] points to an economy with less buffer against shocks. This context is crucial for understanding the marketing sector's vulnerability. As a function often viewed as a discretionary expense, marketing budgets and headcount are disproportionately exposed to cuts in an economy that has not fully regained its pre-pandemic robustness.

The Marketer Squeeze: Hiring Freezes, Layoffs, and Stagnation

The combined weight of macroeconomic pressures has translated into a sharp and painful contraction in marketing recruitment. UK data points to a clear downturn: new permanent marketing roles fell by 23% in Q1 2024 compared to the previous quarter, according to the Association of Professional Staffing Companies (APSCo).^[13] Indeed’s own figures reinforce this picture, showing a 24% year-on-year drop in UK job postings for the sector.^[27]

Even more alarming is the collapse in candidate activity. The same APSCo report found that applications for marketing roles plummeted by a staggering 70% in Q1 2024.^[13] This precipitous drop, far exceeding the decline in vacancies, points not just to a slowing market but to a crisis of confidence. Marketers, sensing instability, appear to be hunkering down in their current roles, contributing to the "Great Stay" phenomenon observed in North America.^[28] This creates a challenging paradox for employers: they may struggle to fill roles due to a perceived skills shortage, while a pool of suitable talent remains immobilized by risk aversion.

Layoffs and hiring freezes have become common tactics. LHH's 2024 survey shows that 51% of UK HR leaders have undertaken or were considering layoffs, while one in five (20%) report an active hiring freeze—the highest incidence among all countries surveyed, outpacing even the US (14%).^[1]

In the US, the trend is similar but amplified in the technology sector, a major employer of marketers. A Crunchbase tracker recorded more than 95,000 layoffs at U.S.-based tech companies in 2024 alone.^[18] When these cuts occur, startups are often more likely to eliminate roles in marketing and recruiting while retaining engineers.^[18] This reveals a "scapegoat" dynamic reflects a persistent perception problem: when cash flow tightens, marketing is still too often treated as a cost centre rather than a strategic growth driver—an especially precarious reality for professionals in SMEs and startups.

Workforce Demographics and Mobility

The marketing and advertising workforce being subjected to these pressures is substantial. In the UK, the advertising and marketing industry supports more than 1.7 million jobs.^[11] In the US, there are an estimated 2.5 million core marketers, rising to 6 million when adjacent roles like sales and public relations are included.^[12]

This workforce is characterized by high levels of churn and relatively short tenure. The average employee turnover rate for UK workers in 2024 is a remarkable 35%.^[29] The marketing industry, specifically, has the lowest staff retention of all sectors surveyed, with an average employee tenure of just 2.8 years.^[5] In contrast,  the US labour market appears more stable, with average turnover rate across all industries easing to 18% in 2024 after record highs in prior years.^[28]

A fascinating divergence appears at the leadership level. While the rank-and-file marketer is in a constant state of flux, the average tenure for a Chief Marketing Officer (CMO) at a Fortune 500 company has stabilized and is now 4.2 to 4.3 years.^{[30, 31]} This is only slightly below the C-suite average of 4.6 years.^[31] This suggests the emergence of a bifurcated career ladder. Senior marketing leaders are becoming more embedded in the strategic core of the business, taking on broader "CMO+" responsibilities that encompass communications and customer experience, thereby increasing their stability and influence. Simultaneously, non-executive marketers appear to be caught in a high-churn cycle, frequently changing jobs every 2-3 years.^{[5, 32]}

This is likely driven by a market structure where significant salary increases are most reliably achieved by moving companies, rather than through internal promotion, effectively penalizing loyalty. The traditional, steady climb up the corporate marketing ladder seems to be breaking down, replaced by a more volatile "up or out" dynamic for the majority of the profession.

Compensation and Pay Gaps

Despite the challenging job market, marketing salaries have seen recent growth, though this trend is expected to moderate. In the UK, a 2025 salary survey recorded an average salary increase of 7.7% over the previous 12 months.^[4] However, other analyses suggest that overall wage growth is likely to slow as the balance of power shifts back toward employers.^[27] In the US, the Bureau of Labor Statistics (BLS) reported a median annual salary for marketing managers of $161,030 in May 2024.^[17]

However, these headline figures mask persistent and, in some cases, worsening inequalities. The Marketing Week 2025 Career & Salary Survey for the UK reveals a stark picture. The gender pay gap in marketing has widened from 16% in 2024 to 17.8% in 2025, meaning female marketers are paid, on average, significantly less than their male peers. Even more dramatically, the ethnicity pay gap has surged from 8.5% to 13.3% over the same period, indicating a significant regression in pay equity for professionals from minority ethnic backgrounds.^[33]

The following table provides a comparative benchmark of marketing salaries in the UK and USA, highlighting the significant geographic and role-based disparities in compensation.

Note: Salaries are indicative and vary by industry, company size, and individual experience. UK data compiled from sources.^{[15, 16, 36]} USA data from sources.^{[17, 34, 35]}

The Wellbeing Deficit: Burnout and Mental Health

The intense pressures of the modern marketing role are taking a significant toll on the profession's mental health. A 2024 report found that 58% of marketers feel overwhelmed, and half are emotionally exhausted.^[7] This aligns with broader workforce trends, where 52% of all US employees reported feeling burned out in the past year.^[37] In the UK, the situation is even more acute, with 91% of adults reporting high or extreme levels of stress at some point in the past year.^[20]

The drivers of this burnout are multifaceted. A significant portion of marketers (43%) report working more hours than they are contracted for.^{[7, 36]} The primary causes cited include increased workload (46%), mental health challenges (34%), and intense pressure to meet deadlines (30%).^[20] The proliferation of marketing channels and the complexity of the martech stack also contribute significantly to cognitive load and feelings of being overwhelmed.^[7]

This presents a "productivity paradox" for the modern marketer. The industry has adopted an extensive arsenal of AI and automation tools designed to enhance efficiency. Yet, instead of reducing workload, these tools often fuel an "always-on" culture, increasing the expected volume and velocity of output.

The pressure to master and manage a constantly expanding toolkit adds a new layer of stress. The problem is not a lack of technology to improve productivity; it is the lack of a strategic framework for deploying that technology in a way that prioritises human wellbeing over sheer output. The consequences are tangible, with 34% of young US workers (aged 18-29) having considered quitting their jobs due to negative impact on their mental health.^[37]

The ROI Imperative and Job Security

In a climate of economic caution and tightening budgets, the pressure on marketers to prove their value has never been greater. The focus has shifted decisively from brand-building and creative endeavors to quantifiable, revenue-driven outcomes. Marketers report consistent and growing pressure to justify advertising spend and demonstrate a clear Return on Investment (ROI).^[38]

Job performance is now rigorously evaluated against a set of hard financial and lead-generation metrics. The most common Key Performance Indicators (KPIs) include Revenue Attributed to Marketing, Marketing Qualified Leads (MQLs), Sales Qualified Leads (SQLs), Customer Acquisition Cost (CAC), and Customer Lifetime Value (LTV).^{[39, 40]} This signals a fundamental re-framing of the marketing function. It is no longer a "cost center" but is being held to the same performance standards as the sales department.

This elevation in strategic importance comes with a significant increase in accountability and risk. A failure to demonstrate a tangible contribution to the bottom line is now a direct threat to job security. The cost of underperformance—or even a vacancy in a key role—is quantifiable. Estimates suggest that a vacant Paid Search Specialist role can cost a business between $2,500 and $5,000 per week in lost ROI from unoptimised ad spend and missed conversion opportunities.^[41] This high-stakes environment underscores the necessity for marketers to be not only creative and strategic but also deeply analytical and commercially astute.

The AI Transformation: Threat, Opportunity, or Both?

The integration of Artificial Intelligence, particularly generative AI, is the single most disruptive force in marketing since the advent of the internet. It is simultaneously a source of immense opportunity and profound anxiety, reshaping workflows, redefining roles, and creating an urgent need for new skills. This section explores the depth of AI adoption, its real-world impact on jobs, and the critical skill sets required to thrive in this new paradigm.

Adoption & Investment: The AI Arms Race

AI is no longer a futuristic concept in marketing; it is a present-day reality. Adoption has been swift and widespread. In 2024, 69.1% of marketers reported having already integrated AI into their operations, a significant jump from 61.4% in 2023.^[2] Across all business functions, 78% of organisations now use AI, up from just 55% the previous year, demonstrating a rapid acceleration of deployment.^{[42, 43]} In the UK, the number of firms adopting AI was projected to more than double from 9% in 2023 to 22% in 2024.^[19]

The primary applications of AI within marketing departments are centered on efficiency and scale. According to HubSpot's 2025 State of Marketing Report, the most prominent use cases are content creation (35%), data analysis and insights (30%), and workflow automation (20%).^{[44, 45]} This reflects a strategic focus on automating time-consuming tasks to free up human marketers for higher-value activities.

This rapid adoption is backed by substantial financial commitment. A McKinsey survey found that 92% of companies plan to increase their AI investments.^[46] Gartner forecasts that global IT spending will reach a record $5.43 trillion in 2025, with growth powered by AI and generative AI initiatives.^[47]

However, a critical disconnect exists between investment in AI tools and investment in the people who use them. A staggering 70% of marketing professionals report that their employers provide no formal training in generative AI.^[3] This gap is even more pronounced when viewed through a hierarchical lens: 65% of executives receive official AI training, compared to only 34% of junior staff who are often the most hands-on with the new technology.^[3]

This lack of formal education, combined with the pressure marketers feel to learn AI or risk becoming irrelevant ^[48], has given rise to a "shadow AI" workforce. Employees are turning to external resources like YouTube and online courses to "level up fast" on their own.^[49] While this demonstrates initiative, it also introduces significant risks for businesses, including inconsistent brand voice, potential data privacy breaches, and a lack of ethical oversight in how AI is deployed. It points to a massive, unmet need for structured, strategic AI education within marketing organisations.

Job Displacement vs. Role Transformation

The rapid rise of AI has fueled widespread anxiety about job security. Nearly 60% of marketers now fear that AI could replace their roles, a figure that has almost doubled from 35.6% in 2023.^[2] In a US-based survey, 21% of marketers expressed fear of job loss, with 14% believing their jobs could be replaced by machines "very soon".^[50]

These fears are not unfounded, as expert forecasts predict significant shifts. Forrester projects that US advertising agencies will automate 7.5% of their jobs—equivalent to 32,000 roles—by 2030. The roles most at risk are those that are heavily process-oriented, such as clerical positions (28% of losses), sales support (22%), and market research analysis (18%).^{[9, 51]} On a global scale, projections from McKinsey and the World Economic Forum suggest that while hundreds of millions of jobs will be displaced by 2030, an even greater number of new roles will be created, leading to a net positive but highly disruptive transition.^{[52, 53]}

The most concrete, near-term evidence of AI's impact comes from the freelance market, which often serves as a leading indicator for the broader employment landscape. A 2025 Brookings Institution study analyzing data from a major freelance platform found that since the launch of ChatGPT, freelancers in AI-exposed, text-heavy roles (such as copywriting and editing) have experienced a tangible 2% decline in the number of contracts and a 5% drop in monthly earnings.^[10]

This data points not to a wholesale "death of the marketer," but rather to the "great unbundling" of the marketing role. The traditional, generalist marketing position, which encompassed a mix of strategic planning, content creation, data analysis, and project management, is being deconstructed. The tasks that are most easily automated—such as writing basic copy, pulling standard reports, and scheduling social media posts—are being stripped away and assigned to AI assistants.

What remains, and what is becoming more valuable, are the uniquely human capabilities: high-level strategic thinking, novel creative problem-solving, complex relationship management, and nuanced ethical judgment.

The implication is that the marketing generalist is an endangered species. The future belongs to the "AI-Augmented Strategist," a professional who directs a suite of intelligent tools to execute the tasks they once performed manually, freeing their time to focus on areas where human intellect provides a distinct competitive advantage.

The Emergence of New AI-Centric Roles

As old tasks are automated, new roles are emerging to manage, direct, and optimise the use of AI in marketing. These are not just modified versions of old jobs; they are fundamentally new positions requiring a hybrid of technical, strategic, and creative skills. Prominent new titles appearing in the market include AI Marketing Strategist, AI-Powered Content Creator, and marketing-focused Data Scientist and Machine Learning Engineer.^[54]

One of the most critical new functions is that of the Prompt Engineer. This skill, identified as paramount for 2025, involves crafting detailed, context-rich instructions for generative AI models to elicit high-quality, on-brand, and strategically aligned outputs.^[55] It represents the primary interface between human strategy and machine execution.

The common thread across these emerging roles is a fundamental shift in the nature of marketing work: a transition from "doing" to "directing." The value of a marketer is no longer measured by the hours spent manually executing a task, such as writing an email or designing a graphic. Instead, value is derived from the intellectual rigor applied to directing an AI tool to achieve a specific strategic outcome. The AI Marketing Strategist does not write every social media post; they develop the overarching content strategy and the master prompts that guide an AI to generate a month's worth of posts in minutes. This shift places a premium on strategic clarity, critical thinking, and a deep understanding of how to leverage technology to achieve business goals.

The In-Demand AI Skillset for 2025

To remain relevant and valuable, marketers must cultivate a new and evolving skillset that blends traditional marketing acumen with technical proficiency. The most in-demand competencies for 2025 and beyond fall into several key categories.

Core strategic skills now include Data Analysis and Interpretation, using AI to uncover insights from vast datasets; AI-Driven Customer Journey Mapping, to predict and personalize customer interactions in real-time; and Predictive Analytics, to forecast market trends and consumer behavior.^[56]

Technical and creative skills are also being redefined. Proficiency in Content Personalization and Automation is essential, as is expertise in AI-Enhanced SEO and SEM, where AI tools are used to optimise for increasingly sophisticated search algorithms. The ability to develop and manage Chatbots and Conversational Marketing platforms is also becoming a key differentiator.^[56]

A new layer of hybrid skills is emerging at the intersection of strategy and technology. These include Prompt Engineering, as previously discussed, and AI Automation, which involves using platforms like Zapier or Make.com to connect different AI tools and marketing platforms into seamless, automated workflows.^[55]

Finally, as AI becomes more powerful and autonomous, a critical and often overlooked skill is AI Ethics and Data Privacy. Professionals who understand the legal frameworks like GDPR and can implement responsible, transparent, and unbiased AI practices will be indispensable for mitigating brand risk and maintaining customer trust.^[56]

Geographic Deep Dive: A Tale of Two Markets

While the forces of economic cooling and AI transformation are global, their impact on the marketing employment landscape manifests differently in the United Kingdom and the United States. Each market possesses unique structural characteristics, regulatory environments, and cultural dynamics that shape job opportunities, salary expectations, and the pace of technological adoption.

United Kingdom Analysis

The UK marketing job market is characterized by the significant gravitational pull of London, a persistent talent shortage exacerbated by post-Brexit realities, and a steady, if not yet explosive, adoption of AI technologies.

The London Nexus: A Magnet for Talent and Investment

London operates as the undisputed center of the UK's marketing industry, creating a significant disparity with other regional hubs. This concentration is most evident in compensation. Marketing roles in London command substantial salary premiums; for instance, a Senior Marketing Manager can expect to earn £60,000-£85,000, a figure that would be closer to £50,000-£65,000 in a city like Manchester.^{[15, 16]} This premium is driven by the high concentration of corporate headquarters, a thriving tech scene, and the higher cost of living.

The capital is home to the vast majority of the UK's marketing jobs, with the North-West (led by Manchester) being the largest hub outside of London, accounting for 12% of UK employment in the sector.^[11] While the rise of remote and hybrid work has slightly diffused this concentration, London's network effects—access to clients, agencies, and industry events—ensure its continued dominance. Furthermore, London is the primary hub for AI startups in the UK, with 1,387 AI-focused businesses based in the city as of June 2023.^[21] This proximity to innovation accelerates the adoption of AI within London's marketing ecosystem at a faster rate than in regional markets.

Post-Brexit Talent Landscape

The UK's departure from the European Union continues to cast a long shadow over the marketing talent pool. The end of free movement has restricted the supply of experienced marketers from the EU, exacerbating existing skills shortages. This has had several knock-on effects. Firstly, it has made it more difficult for businesses, particularly SMEs and agencies, to find qualified candidates for specialized roles. Secondly, the reduced talent pool has contributed to salary inflation, as companies compete more fiercely for a smaller number of available professionals. The process of sponsoring visas for non-UK talent is often complex and costly, creating a barrier for many organisations outside of large enterprises. This has placed a greater emphasis on upskilling the domestic workforce and has made talent retention an even more critical strategic priority for UK-based marketing leaders.

United States Analysis

The US marketing employment market is defined by its sheer scale, significant state-by-state variation, and a more mature and aggressive adoption of AI technologies, driven by its dominant tech sector.

A National Overview

According to the U.S. Bureau of Labor Statistics (BLS), there were approximately 389,100 marketing manager positions in 2023, with an additional 22,200 advertising and promotions managers.^[17] The overall sector is projected to grow by 8% between 2023 and 2033, a rate considered faster than the average for all occupations. This is expected to create around 36,600 openings for managers each year, driven by the need to replace retiring workers and the continued importance of marketing for maintaining market share.^[17] For non-managerial roles, there were 903,400 market research analysts in 2023, a field also projected to grow by 8% over the next decade.^[57] These figures paint a picture of a large, fundamentally healthy market, despite the near-term cooling trends.

State of Play: Regional Variations and Remote Work

The US market is not monolithic. Job opportunities and salaries vary significantly by state and metropolitan area. Tech hubs like San Francisco, New York, and Seattle traditionally offer the highest salaries but also come with the highest cost of living. A digital marketing manager in San Francisco, for example, could earn an average base salary of $114,747, compared to a national average closer to $89,534.^[34]

The widespread adoption of remote work since the pandemic has begun to reshape this geography. While the share of job postings mentioning remote work has fallen from its 2022 peak, it remains well above 2019 levels.^[14] This has allowed companies to recruit from a national talent pool, potentially easing talent shortages in high-cost areas and creating new opportunities for marketers in lower-cost states. However, it has also led to complex compensation strategies, with many companies adjusting salaries based on an employee's location. The impact of remote work is a key dynamic, offering greater flexibility for professionals but also creating downward pressure on salaries for those outside major metropolitan hubs. US-specific investment in AI is also a driving factor, with US private AI investment reaching $109.1 billion in 2024, far outpacing other nations and fueling rapid integration of AI tools within US marketing departments.^[42]

Industry-Specific Battlegrounds

The transformative pressures of economic uncertainty and AI adoption are not being felt uniformly across all sectors. Different industries, with their unique business models, customer bases, and regulatory environments, are adapting in distinct ways. This section provides a focused analysis of five key verticals: B2B Technology/SaaS, Biotech and Life Sciences, Financial Services/Fintech, Professional Services, and Manufacturing.

B2B Technology/SaaS

• Marketing Team Structure: B2B SaaS marketing teams are increasingly specialized. A typical mid-market team (6-15 people) will include specialists in SEO, Paid Media, Content Marketing, and Marketing Operations (RevOps).^[58] A key benchmark for team size is a ratio of approximately one marketer for every 10-11 employees as the company scales.^[59] High-performing SaaS companies also invest more heavily in product marketing, brand, and content roles, which can constitute up to 33% of the marketing headcount.^[60]
• Budget Allocation: B2B SaaS companies typically allocate 10-12% of their annual revenue to marketing, with high-growth firms often investing 15-20%.^[61] A significant portion of this budget, ranging from 27% to 45% of Annual Recurring Revenue (ARR), is spent on sales and marketing combined.^[62] The focus has shifted from pure new customer acquisition towards retention and expansion, with expansion ARR now accounting for 48% of total new and expansion ARR.^[60]
• AI Adoption: AI adoption is extremely high in this sector. Use cases are mature and focus on efficiency and personalization at scale. AI is used for lead scoring, predictive analytics to identify churn risk, automated email nurturing sequences, and generating targeted content for account-based marketing (ABM) campaigns.
• Challenges and Opportunities: The primary challenge is the rising cost of customer acquisition (CAC) and the pressure to demonstrate efficient growth, as reflected in the "Rule of 40" benchmark.^[63] The opportunity lies in leveraging AI to improve the Lifetime Value to CAC (LTV:CAC) ratio, which has a benchmark of around 4:1 to 6:1.^[64] Companies that successfully use AI to improve customer retention and drive expansion revenue will have a significant competitive advantage.

Biotech and Life Sciences

• Marketing Team Structure: Marketing teams in biotech are often small and must be versatile, covering highly technical and regulated communications. Roles are focused on scientific communication, medical marketing, and building relationships with key opinion leaders (KOLs), clinicians, and researchers.
• Budget Allocation: Marketing budgets are highly variable and depend on the company's stage (pre-clinical, clinical trial, commercial). A significant portion of the budget is allocated to activities that build scientific credibility and trust, such as publishing in journals, presenting at medical conferences, and public relations. Digital channels are used for targeted outreach to healthcare professionals. For specific services, costs can range from $6,000-$10,000+ per month for SEO and content marketing, and $5,000-$20,000+ per month for PR retainers.^[65]
• AI Adoption: AI adoption is nascent but growing. The primary use cases are in analyzing complex scientific data to identify target audiences (e.g., specific research institutions or clinical trial sites) and in creating educational content that simplifies complex scientific concepts. AI is also used to monitor scientific literature and social media for mentions of new research or competitor activity.
• Challenges and Opportunities: The main challenge is communicating highly complex, scientific information to diverse audiences (investors, regulators, doctors, patients) in a compliant and compelling manner.^[66] The long product development cycles and regulatory hurdles mean that marketing must focus on long-term brand building and trust rather than short-term sales. The opportunity is to use digital platforms and AI to create more engaging and accessible scientific content, such as animated videos explaining a mechanism of action, which can significantly improve understanding and engagement.^[66]

Financial Services/Fintech

• Marketing Team Structure: Marketing teams in this sector are heavily focused on data analytics, compliance, and customer trust. Roles often include Digital Marketing Managers, Data Analysts, and specialists in customer relationship management (CRM) and personalization.
• Budget Allocation: A significant portion of the budget is dedicated to digital advertising, customer acquisition, and marketing technology that enables personalization and security. Financial services firms are among the heaviest adopters of AI, and this is reflected in their technology spend.^[67]
• AI Adoption: Adoption is very high and advanced. A global survey found that 85% of financial services respondents currently use some form of AI, with 64% expecting to be "mass adopters" within two years.^{[68, 69]} Key use cases include AI-driven chatbots for customer service (like Bank of America's "Erica"), predictive analytics for personalized product recommendations, and machine learning for fraud detection and risk assessment.^{[67, 70]}
• Challenges and Opportunities: The primary challenge is navigating a stringent regulatory environment while meeting consumer demand for hyper-personalised digital experiences. Building and maintaining customer trust is paramount. The opportunity lies in using AI to deliver secure, seamless, and highly tailored customer journeys. FinTechs, in particular, are leveraging AI to disrupt tra
•  
• ditional banking by offering more agile and data-driven services, with 45% of FinTechs offering AI-based B2B solutions compared to just 21% of incumbent institutions.^[68]

Professional Services

• Marketing Team Structure: Marketing in professional services (e.g., consulting, legal, accounting) is centered on thought leadership, reputation management, and relationship building. Teams are typically small and lean heavily on content creation, public relations, and event marketing. Key roles include Content Strategists, PR Managers, and Marketing Managers who act as internal account managers for different practice areas.
• Budget Allocation: The CMO Survey reports that professional services firms spend an average of 9.4% of company revenue on marketing.^[71] The budget is heavily weighted towards activities that build credibility and generate referrals, such as producing in-depth reports, hosting webinars, and speaking at industry conferences. A benchmark suggests an average spend of around 7% of revenue is a good starting point.^[72]
• AI Adoption: AI adoption is moderate but accelerating. Professional services firms report the second-highest usage of generative AI in marketing activities (18.4%), behind only the tech sector.^[71] AI is primarily used to analyze market trends for thought leadership content, automate the distribution of content to targeted client lists, and personalize outreach for business development.
• Challenges and Opportunities: The main challenge is differentiation in a crowded market where expertise is the primary product. Customer acquisition and retention are top concerns due to a lack of client loyalty and the difficulty of cutting through advertising noise.^[73] The opportunity is to leverage AI to scale thought leadership, using it to analyze data for unique insights and to create and distribute high-quality content more efficiently, thereby solidifying the firm's reputation as a trusted advisor.^[74]

Manufacturing

• Marketing Team Structure: Traditionally, manufacturing marketing teams have been small and sales-support focused. However, the shift to digital and direct-to-customer models is changing this. A modern, AI-first marketing operation in manufacturing can be a lean, 3-person team (AI Marketing Strategist, Growth Marketer, Marketing Technologist) augmented by an AI platform, replacing a traditional 10-person department.^[75]
• Budget Allocation: Marketing budgets in manufacturing are typically lower than in other B2B sectors, often around 6.67% of revenue.^[6] Spend is traditionally focused on trade shows, print collateral, and distributor relationships. There is a growing shift towards digital marketing, with investment in SEO, content marketing (e.g., technical whitepapers, case studies), and lead generation through the company website.
• AI Adoption: AI adoption is in the early-to-moderate stages but holds transformative potential. Key use cases include predictive maintenance alerts that can be turned into marketing opportunities for service contracts, generative design for creating product visualizations, and AI-powered analytics to understand customer usage data and identify opportunities for upselling or new product development.^{[75, 76]}
• Challenges and Opportunities: The primary challenge is shifting from a product-centric, sales-led culture to a customer-centric, marketing-led one. Many manufacturers struggle to create engaging content and build a direct digital relationship with end-users. The opportunity is immense: using AI to analyze data from connected (IoT) products can provide unprecedented insights into customer behavior, enabling manufacturers to create personalized marketing, develop new services, and build lasting customer loyalty.^[75]

The SME Playbook: Strategies for Growth and Resilience

Small and medium-sized enterprises (SMEs), defined here as companies with revenues between £2M and £50M, face a unique and acute set of marketing challenges. They must compete for talent and attention with larger enterprises while operating with significantly tighter budgets and smaller teams. This section provides a data-driven playbook for SMEs to navigate the complexities of team structure, budgeting, and talent management in the current climate.

Structuring for Success: In-House, Outsourced, or Hybrid?

The structure of an SME's marketing function is a critical decision with significant implications for cost, agility, and expertise. Data shows a strong preference for building internal capabilities. A survey of small businesses (1-100 employees) found that 56.9% have dedicated in-house marketers. A further 20.8% have an employee who handles marketing in addition to other duties, while only a small minority rely exclusively on an outside agency (4.8%) or freelancers (2.2%).^[77]

However, outsourcing remains a popular strategy for specific functions. A 2024 report indicated that nearly 80% of small businesses outsourced at least one marketing function in the past year, with 46% of all marketing efforts being outsourced, up from 25% in 2020.^{[78, 79]} The primary drivers for outsourcing are no longer just cost savings (cited by 34%), but increasingly the need to improve access to specialized talent (42%) and meet rising customer demands (35%).^[80]

This data points to the rise of a hybrid model as the optimal structure for many SMEs. A core in-house team, often starting with one or two marketing generalists, provides brand consistency, deep product knowledge, and alignment with business goals.^[79] This internal team is then augmented by external agencies or freelancers for specialized, high-skill tasks like advanced SEO, paid media management, or complex graphic design. This approach provides the best of both worlds: the strategic control of an in-house team and the on-demand expertise of an external partner, without the high overhead of a large, fully specialized internal department.

For founders considering their first marketing hire, the decision point often comes when the founder can no longer dedicate sufficient time to marketing or when the need for specialized expertise surpasses their own. The first hire is typically a versatile "Marketing Manager" or "Marketing Generalist" who can manage multiple channels and lay the strategic groundwork before specialist roles are added.^[59]

Budgeting in a Downturn: Benchmarks for Prudent Investment

Determining the right marketing budget is a perennial challenge for SMEs. While there is no one-size-fits-all answer, industry benchmarks provide a crucial starting point. A 2024 survey of CMOs found that the average marketing budget was 7.7% of total company revenue.^[6] This figure represents a notable decrease from 9.1% in 2023, reflecting the broader trend of budget tightening.^[81]

General rules of thumb suggest that B2B companies should allocate 2-5% of revenue to marketing, while B2C companies should aim for 5-10%.^[6] For SMEs, a range of 5-7% is often cited as a realistic and effective benchmark.^[81] It is critical for SMEs to treat this budget as an investment in growth, not a discretionary cost to be cut at the first sign of economic trouble. The focus should be on channels with the highest and most measurable ROI, such as email marketing, SEO, and targeted short-form video, which was cited as delivering the highest ROI in a recent HubSpot survey.^[6]

Winning the War for Talent: Addressing Key SME Challenges

SMEs are on the front lines of the war for marketing talent and face a distinct set of challenges. A 2024 survey of small businesses identified the top three marketing-related hurdles as:

1. Budget Constraints: Limited financial resources make it difficult to compete with the salaries and benefits offered by larger enterprises and to invest in the necessary marketing technology.^[82]
2. Keeping Up with Digital Trends: The rapid evolution of digital marketing, particularly the rise of AI, is difficult for small, resource-strapped teams to stay ahead of.^[82]
3. Creating Engaging Content: Consistently producing high-quality content that cuts through the noise is a significant challenge without a dedicated team of writers and designers.^[82]

Beyond these, staff retention is a critical issue. Data from 2022-2023 shows that smaller organizations (1-249 employees) experience significantly higher staff turnover (18.2%) than larger enterprises (13.6% for 1000+ employees).^[29] The marketing industry itself has the lowest retention rate of any sector.^[5] This high churn is costly; the average cost of replacing an employee is estimated to be £30,614 in the UK.^[29]

To compete, SMEs must leverage their unique advantages. While they may not be able to match enterprise-level salaries, they can offer greater autonomy, a more direct impact on business outcomes, and a more flexible and appealing company culture. Investing in targeted upskilling, particularly in high-demand areas like AI, can also be a powerful retention tool, showing employees a clear path for career growth within the organization.

The Future of the Marketing Profession (2025-2030)

The forces reshaping the marketing profession today are setting the stage for a radically different future. The convergence of AI, data analytics, and evolving consumer expectations will lead to new team structures, a redefinition of essential skills, and a permanent shift in how marketing talent is sourced and deployed. This section synthesizes expert predictions and current trend data to project the state of the marketing profession from 2025 to 2030.

The Marketing Team of 2030: Agile, Integrated, and AI-Augmented

The traditional, hierarchical marketing department, organised by channel-specific silos (e.g., email team, social media team), is becoming obsolete. The future marketing team will be structured for agility, cross-functional collaboration, and the seamless integration of human and artificial intelligence.

Expert analysis suggests a move towards more fluid, project-based structures. This includes the adoption of agile marketing pods, small, cross-functional teams assembled to tackle specific campaigns or business objectives.^[83] These pods might include a strategist, a content creator, a data analyst, and a paid media specialist, all working in tight, iterative cycles. This structure is designed to break down silos and increase the speed of execution.

Another key trend is the deeper integration of marketing with sales and customer service under a unified Revenue Operations (RevOps) framework. This model aligns all revenue-generating departments around a single set of goals and a shared view of the customer journey, eliminating the friction and data gaps that often exist between marketing and sales.

Finally, the marketing team of 2030 will be fundamentally AI-augmented. This goes beyond simply using AI tools; it means structuring the team around the assumption that AI will handle a significant portion of the executional workload. This could lead to an "inversion of agency workforce composition," where teams consist of a smaller number of highly-paid, senior strategic thinkers paired with powerful generative AI assistants that handle tasks previously done by junior talent.^[9]

Emerging Roles and Obsolete Skills

The evolution of team structures will be mirrored by a transformation in job roles. As AI automates routine tasks, some skills will become less valuable, while new, more strategic roles will emerge.

Emerging Roles to Watch:

• AI Marketing Strategist: A senior role focused on designing and overseeing the entire AI-powered marketing ecosystem, from tool selection to ethical governance.
• Marketing Technologist/Automation Specialist: A technical expert responsible for integrating the martech and AI stack, building automated workflows, and ensuring data flows seamlessly between systems.
• Data Analyst/Scientist: Embedded directly within the marketing team, this role will use AI to move beyond descriptive analytics (what happened) to predictive and prescriptive analytics (what will happen and what we should do).
• Content & Conversation Designer: A creative role focused on designing the prompts, logic, and personality for AI chatbots and conversational interfaces to ensure they are on-brand and effective.
• Growth Marketer: A hybrid role that combines creative marketing, data analysis, and product development to run rapid experiments across the customer journey to drive growth.

Skills at Risk of Obsolescence:

• Basic, Repetitive Copywriting: AI's ability to generate high volumes of functional copy (e.g., product descriptions, basic social media posts) will devalue purely executional writing skills.
• Manual Data Entry and Reporting: AI will automate the process of pulling data from various sources and compiling standard performance reports.
• Routine Media Buying: Programmatic advertising platforms, powered by AI, will increasingly automate the process of bidding and ad placement for standard campaigns.
• Single-Channel Specialization: Deep expertise in just one channel (e.g., only email or only one social platform) will become a liability. The future requires a more integrated, T-shaped skillset with broad knowledge across channels and deep expertise in strategy or data. Technical skills in fast-moving fields like digital marketing can become outdated within two to five years.^[84]

The Freelance Frontier: The Rise of the Gig Economy

The traditional model of full-time, permanent employment is being increasingly challenged by the rise of the freelance and gig economy. This trend is particularly pronounced in marketing, where project-based work and the need for specialized, on-demand skills are common.

The growth of fractional marketing roles, especially the Fractional CMO, is a key indicator of this shift. A 2024 survey revealed that 9% of startups and SMBs were either currently working with or planning to engage a fractional CMO, a steady increase from 5% the previous year.^[85] The primary drivers for this are cost-effectiveness (78%) and access to high-level strategic expertise without the overhead of a full-time executive salary (72%).^[85]

This trend extends across the marketing function. In the US, 58% of the workforce in the marketing industry already works as freelancers.^[86] Globally, freelancers constitute 46.7% of the total workforce.^[87] This suggests a future where marketing departments are increasingly composed of a hybrid model: a small, core team of full-time strategic leaders who manage a flexible, on-demand network of freelance specialists for execution. This model allows businesses to scale their marketing efforts up or down quickly in response to market changes, providing a level of agility that is difficult to achieve with a traditional, fixed-headcount structure.

Strategic Recommendations for the Road Ahead

Navigating this period of transformation requires a proactive and strategic approach. The following recommendations are tailored to the key personas navigating this new landscape:

For Marketing Manager Mary:

• Become an AI Champion, Not a Victim: Proactively lead your team's adoption of AI. Focus on use cases that eliminate "busy work" and free up time for strategic initiatives. Frame AI as a productivity multiplier that enhances, rather than replaces, your team's value.
• Justify Budgets with Performance Data: Shift your reporting from activity metrics (e.g., emails sent) to business outcomes (e.g., revenue influenced, CAC reduction). Use AI-powered analytics to draw a clear line between your team's efforts and the company's bottom line.
• Prioritize Upskilling and Wellbeing: Advocate for a dedicated training budget, focusing on the AI skills matrix outlined in this report. Simultaneously, actively monitor team workload and burnout, and champion a culture that values sustainable performance over constant "hustle."

For Founder Fiona:

• Adopt a Hybrid Talent Model: For your first marketing hires, prioritize strategic, versatile generalists. Augment this core team with specialized freelancers or a fractional CMO to access high-level expertise without incurring excessive fixed costs. This provides maximum flexibility and ROI in the crucial early stages.
• Invest in Foundational Martech Early: Implement a scalable CRM and marketing automation platform (like HubSpot) from the outset. This will ensure that as you grow, your marketing efforts are built on a solid foundation of data and efficient processes, avoiding costly migrations later.
• Focus on One or Two Key Channels: Resist the temptation to be everywhere at once. Use market research to identify the one or two channels where your target audience is most active and concentrate your limited resources there to achieve mastery and measurable results before diversifying.

For AI-Curious Catherine:

• Develop a Formal AI Adoption Strategy: Move beyond scattered experimentation. Create a clear roadmap for AI integration that includes defined use cases, performance metrics, ethical guidelines, and, most importantly, a comprehensive employee training program.
• Present a Board-Ready ROI Case: Frame AI investment not as a technology cost but as a driver of business value. Use industry data on productivity gains (e.g., teams embracing AI see a 60% boost in productivity ^[3]) and operational cost savings (e.g., AI saves the average marketer $4,739 a month ^[46]) to build a compelling financial case.
• Mitigate "Shadow AI" Risks: Acknowledge that your employees are already using AI. The choice is not if they use it, but how. By providing formal training and sanctioned tools, you can harness their enthusiasm while mitigating the risks of inconsistent branding, data insecurity, and ethical missteps associated with unmanaged "shadow AI" usage.

Frequently Asked Questions

References

1. The Global Recruiter: "1 in 5 HR leaders in hiring freeze"
2. Influencer Marketing Hub: "AI Marketing Benchmark Report 2024"
3. o8.agency: "AI Training Programs for Marketing Teams"
4. 3Search: "Marketing Salaries in 2025"
5. Startups Magazine: "Business sector employees stay with a company for 3.3 years"
6. HubSpot: "How Much of Your Revenue Should Go to Your Marketing Budget in 2024?"
7. Stacked Marketer: "Are Online Marketers Overwhelmed?"
8. CareerChange.com: "Industry Update: Marketing & Advertising"
9. Forrester: "Advertising Agencies In The US Will Automate 7.5% Of Jobs By 2030"
10. Brookings Institution: "Is generative AI a job killer? Evidence from the freelance market"
11. DecisionMarketing: "Kings of the world: Industry tops £66.6bn and 1.7m jobs"
12. American Marketing Association: "Marketing Industry Stats and Information"
13. Staffing Industry Analysts: "UK media and marketing sector hiring sees continued downturn"
14. Indeed Hiring Lab: "Indeed 2025 US Jobs & Hiring Trends Report"
15. The Ashdown Group: "Marketing Salary Guide"
16. Marketing Predictor: "Marketing Salaries in the UK vs USA"
17. U.S. Bureau of Labor Statistics: "Occupational Outlook Handbook: Advertising, Promotions, and Marketing Managers"
18. Crunchbase News: "The Crunchbase Tech Layoffs Tracker"
19. Office for National Statistics: "Management practices and the adoption of technology and artificial intelligence in UK firms, 2023"
20. Create and Grow: "Burnout Statistics 2024"
21. Forbes Advisor: "UK Artificial Intelligence (AI) Statistics 2024"
22. Office for National Statistics: "UK labour market: August 2025"
23. Office for National Statistics: "UK labour market: July 2025"
24. Office for National Statistics: "UK labour market: February 2025"
25. Office for National Statistics: "UK labour market: June 2025"
26. LinkedIn Economic Graph: "Workforce Reports"
27. Onrec: "Uncertain outlook for UK labour market in 2025"
28. CFO.com: "Companies' employee turnover rate eased to 18% in 2024"
29. Stribe: "Employee Retention Statistics UK"
30. Spencer Stuart: "CMO Tenure Study 2024"
31. Spencer Stuart: "CMO Tenure Study 2025"
32. LiveCareer: "Career Stability vs. Job Hopping"
33. Acast (Marketing Week Podcast): "Marketing's pay gap problem is getting worse"
34. Coursera: "Digital Marketing Salary: How Much Can You Make in 2025?"
35. CMSWire: "10 Marketing Certifications That Can Help You Earn a Better Salary"
36. NAMI: "The 2024 NAMI Workplace Mental Health Poll"
37. Reed: "Marketing and sales professional salary guide 2025"
38. Circana: "How to Fix Data Gaps for Your Marketing Campaign"
39. BDC: "Marketing KPIs: A Guide for Business Owners"
40. Qlik: "Top 10 Marketing KPIs"
41. KVIA: "How vacant marketing roles are costing businesses billions"
42. Stanford HAI: "AI Index Report 2025"
43. McKinsey: "The state of AI in 2024: A survey of organizations"
44. HubSpot: "The 2025 State of Marketing Report"
45. Affiverse: "Key Insights from HubSpot's 2025 State of Marketing Report"
46. ActiveCampaign: "AI Marketing Statistics"
47. Technology Magazine: "Gartner: AI Adoption to Push Global IT Spending to US$5.4tn"
48. HubSpot for Startups: "AI Insights for Marketers"
49. HubSpot: "AI Trends for Marketers 2025"
50. MarTech Cube: "44% of US Marketers Say AI Boosts Results, 21% Fear Job Threat"
51. Forrester: "Agency AI-Powered Workforce Forecast, 2030 (US)"
52. Hypotenuse AI: "AI and The Future of Work"
53. World Economic Forum: "AI and jobs: What the data says about the future of careers"
54. Ocoya: "Exploring AI Marketing Jobs: The Future of the Industry"
55. Weezly: "Top 9 AI Marketing Skills to Master in 2025"
56. InStep: "Top AI Marketing Skills for 2025"
57. U.S. Bureau of Labor Statistics: "Occupational Outlook Handbook: Market Research Analysts"
58. CMOx: "Marketing Team Structures: How to Organize Your Team for Success"
59. Jigsaw: "What an Ideal Marketing Team for a Startup Looks Like"
60. Insight Partners: "SaaS Marketing Benchmarks and Trends: Marketing Spend 2024"
61. Callin.io: "B2B SaaS Marketing Benchmarks in 2025"
62. Orb: "B2B SaaS Benchmarks: A Deep Dive into Key Metrics and Trends"
63. Benchmarkit: "2024 SaaS Performance Metrics Benchmark Report"
64. First Page Sage: "B2B SaaS Marketing KPIs"
65. The Digital Elevator: "Biotech & Life Sciences Marketing"
66. Excedr: "Marketing & Sales Strategies for Biotechs"
67. Finextra: "AI Becomes the Banker: 21 Case Studies Transforming Digital Banking CX"
68. EY: "Why AI will redefine the financial services industry in two years"
69. Grand View Research: "Artificial Intelligence In Fintech Market Report"
70. Waxwing AI: "Leveraging AI for Fintech Industry Marketing"
71. The CMO Survey: "Highlights and Insights Report - Fall 2024"
72. WebFX: "How to Build a Marketing Budget for Professional Services"
73. Birdview: "6 Challenges in Professional Services Industry"
74. NetSuite: "15 Common Challenges for Professional Services Firms"
75. Matrix Marketing Group: "The Role of AI in Transforming Manufacturing Marketing"
76. AIMultiple: "AI in Manufacturing: Use Cases, Benefits & Challenges"
77. Campaign Monitor: "The State of Small Business Marketing"
78. Maddyness: "The great marketing debate: hiring an agency vs building an in-house team"
79. Innovature: "In-House vs. Outsourcing Digital Marketing"
80. Prialto: "Outsourcing Statistics and Trends for 2024"
81. Boomcycle: "What's the Right Percentage of Gross Revenue to Invest in Marketing?"
82. BizIQ: "Small Business Marketing Challenges in 2024"
83. Alexander Group: "Modern Marketing Organizational Structures"
84. Novoresume: "Skill Obsolescence is Accelerating"
85. Rick Ramos: "The 2024 State of Fractional CMO Engagement"
86. Carry: "Freelancing Statistics"
87. Demand Sage: "Freelance Statistics"