Marketing: Staffing and Resource Metrics

Study Overview

How many employees does each marketing strategy FTE in your organization support? Is your market research department over or under-staffed? Get answers to these and other staffing and budget resource questions in this benchmark metric-based study in three functional marketing areas. This 47-slide presentation will help your organization's marketing leaders perform a gap analysis and guide staffing and resource decisions.

Key Topic Areas

This benchmarking study examines staffing and outsourcing levels in three broad marketing functions, defined as follows:

• Marketing Operations and Communications line marketing, product management, communications, tactical sales support, advertising and promotion
• Marketing Strategy and Planning: strategic insights for longer-term marketing decisions which address competitive issues
• Market Research: analyzing and reporting on market and customer needs, preferences, trends and opportunities

• Overall Staffing Levels in Marketing Groups by Activities
• Outsourcing Levels
• Staffing Levels Linked to Budget
• Staffing Levels Linked to Total Employees
• Staffing Levels Linked to Sales Revenues

• Total Employee Base
• Sales Revenue
• Internal FTEs for Marketing Strategy and Planning
• Total Employees per Marketing Strategy and Planning FTE
• Percent of Marketing Strategy/Planning Budget Outsourced
• Sales Revenue per Marketing Strategy and Planning FTE
• Operating Budget for Marketing Strategy and Planning
• Operating Budget per Marketing Strategy and Planning FTE
• Internal FTEs for Marketing Operations and Communications
• Marketing Strategy and Planning Budget / Sales Revenue-Ratio
• Total Employees per Marketing Operations and Communications FTE
• Percent of Marketing Operations and Communications Budget Outsourced
• Sales Revenue per Marketing Operations and Communications FTE
• Operating Budget for Marketing Operations and Communications
• Operating Budget per Marketing Operations and Communications FTE
• Marketing Operations and Communications Budget / Sales Revenue Ratio
• Internal FTEs for Market Research
• Total Employees per Market Research FTE
• Percent of Market Research Budget Outsourced
• Sales Revenue per Market Research FTE
• Operating Budget for Market Research
• Operating Budget per Market Research FTE
• “Market Research Budget / Sales Revenue” Ratio

Sample Slide:

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