New Research from the UK’s Chartered Institute of Marketing Ignites Debate
A new survey has put the marketing industry under the microscope—and the results might surprise you.
According to research from the Chartered Institute of Marketing (CIM) in the United Kingdom, one in ten business leaders believe their marketing colleagues act unprofessionally, a rate nearly “three times higher” than that of finance and legal teams.
But the findings don’t stop there.
Nearly half (45%) of business decision-makers express doubts about professionalism across their key functions, while 39% believe poor marketing practices have led to wasted budgets.
With marketing ranking as the least professional department—particularly in small and medium-sized businesses—the industry faces an urgent wake-up call.
So, what’s the root of the problem?
Some say, a lack of formal qualifications and professional standards.
Unlike legal and finance roles, marketing often lacks universally recognised certifications, which can lead to inconsistent execution, low team morale, and ineffective campaigns.
CIM CEO Chris Daly warns that without a global professional marketing framework, businesses risk financial inefficiencies and lost opportunities.
His advice?
Invest in ongoing professional development and certification—not just for credibility, but to drive stronger results and protect budgets in an uncertain economy.
With marketing playing a crucial role in business growth, can the industry afford to ignore the call for higher standards?
Or is it time for a radical shift in how marketing professionals are trained, certified, and held accountable?
