‘Isolating position’: Why are marketers neglecting finance and HR?
Is a skills gap, complacency or the pursuit of quick wins forcing marketers to overlook key relationships beyond sales and the CEO?
It can be hard to carve time out of a hectic working week to build relationships with other functions. Under pressure to deliver on shrinking time horizons, stretched marketers appear to be favouring relationships with their peers in sales or the CEO over taking time to build bridges with the likes of finance or HR.
Data from Marketing Week’s 2025 Career & Salary Survey shows marketers are almost twice as likely to view sales (49.7%) and the CEO (46.5%) as key relationships than the CFO/finance team (26.2%).
This figure rises to 62.5% of B2B marketers citing sales as their key relationship and 50% the CEO, versus 19.8% who say the same of the CFO.
