News/
Insights

From production and tech to business value

Our new study shows that marketing departments are drowning in production and tech instead of creating business value.

How can you make your marketing department fit for the future?

Download the report now!

Our new study, The Marketing Department ’26, explores how marketing departments can evolve to meet the needs of the coming years.

The study combines a broad online survey with in-depth interviews involving Marketing, Management and Agencies across Sweden, Norway and Denmark. It covers three key areas related to the marketing department:

1. Organisation and responsibilities

  • The role and responsibilities of the marketing department
  • How today's marketing department is organised
  • KPIs and the link to business goals
  • Specialist roles and growing overlap
  • In-house: advantages and disadvantages
  • The most valued types of external partners

Channels, content, data & tech

  • The consequences of channel growth
  • Activities and content production in perspective
  • Data management and the value of insights
  • Marketing Tech - an investment that draws resources
  • AI usage, quality issues and efficiency gains

Processes and collaboration

  • Cooperation between marketing and sales
  • The strategic direction of the work
  • Quality of briefs, alignment and approval process
  • The efficiency of the marketing department
  • Priority actions for increased efficiency and impact
  • Future skill needs and development areas

The report concludes by presenting a vision of 'The marketing department of the future'.

  • Time for a new mindset
  • We need both direction and speed
  • The marketing department of the future
  • Tips on how to proceed
  • Self-test - Are you at risk?

Rapporten finns tillgänglig på svenska här

 
 

 

Explore our other reports


Evaluating the effect of the brand in online sales, and the efficiency of brand- and non-brand SEM-investments.


The Marketing Department '23

The previous version of this report: The Marketing Department ’23