64% Marketing Decision-Maker Churn - Time for Change

And just like that… everything changes once again. Offices reopen, jobs return, budgets thaw and new plans are made. And there’s another dimension too - over the last 12 months, there’s been a 64% increase in marketing decision-maker churn*. This means thousands of marketing budgets are now controlled by different people. So what does it mean for new business?

Many decision-makers sat on their suppliers through the pandemic, clinging to the familiar and craving stability in uncertain times. But the incumbents that helped companies through the crisis are not necessarily those best suited for the new realities and trajectories companies now gear themselves up for.

We are uncovering a lot of brand planning and potential changes to rosters ahead. And this is catalysed by yet more churn in the HR data since Christmas, as many look to put the pandemic chapter behind them and forge new career paths with different companies. Plus moving back physically into office spaces in May can only assist with fluent and rapid inter-departmental decision-making.

Finally, also the mood is lifting. There’s a spring in the step of the economy and a steeply V-shaped recovery appears probable. To capitalise on this, you need good intelligence and you need to build your own relationships directly with the decision-maker pathways at the brands you most want to work with. Rainmaker can help you do this.

If you’d like to engage buyers at all of the organisations you wish to work with, let's talk. I’d be delighted to share how we’d do this.

Just drop us a line and we can schedule some time over the next few days.

*Method: Pearlfinders tracked the number of senior marketing decision-makers changing roles April 2020 - April 2021 vs April 2019 - April 2020.