Marketers and leaders need to talk

At the Arts Marketing Association (AMA), we have launched the initial findings from our Together We Act research, in which UK cultural marketers and leaders shared their experiences on three challenge areas, informed by AMA members. These are:

• Political Landscape -communicating in polarised times  
• Artificial Intelligence (AI) and Digital Confidence – exploring the ethics, risks and opportunities of AI and the skills needed to use it effectively 
• Financial Pressures and Income Generation – navigating higher targets with smaller budgets  

The responses from marketers reinforce their brilliance. Their commitment and enduring passion for the work their organisations do and the impact it has on audiences remains clear. Marketers are doing all they can to overcome obstacles: bearing the brunt of complex communications, using their expertise to realise new income opportunities, and continuing to build relationships with audiences.

But few organisations are excelling at everything – there’s always more to learn. It’s important we share our successes and their context to inspire each other. We shouldn’t shy away from conversations about the challenges we face. They’re important to ensure we’re creating genuine, long-lasting solutions to support marketers and drive organisations forward.

In this article I want to home in on some of the common themes emerging from the research.

Passion endures but confidence varies 

Many respondents referenced their enthusiasm for the work they do, but feel they are being held back by internal barriers – ranging from lacking AI policies, unclear organisational stances on contentious topics, and unreasonable expectations from leadership around income targets.

These hurdles affect organisational confidence and the ability of cultural marketers to be effective.

Values are strong, systems are fragile 

Many respondents shared pride in their organisations’ commitment to equity, accessibility, and environmental and social responsibility, though there was a feeling from many respondents that this wasn’t always embedded in decision-making processes.

Some cited a reliance on select team members to take responsibility for equality, diversity and inclusion initiatives and drive them forward. When they leave, that impetus gets lost.

Demand for practical support 

Marketers asked for practical tools, frameworks, examples of good practice, and peer learning – grounded in day-to-day reality – rather than conceptual guidance. As Together We Act progresses, we will be co-creating solutions with the cultural marketing community to provide the right kinds of support.

Strong desire for collective action 

Respondents are enthusiastic about collaboration – unsurprising given it’s a real strength in our sector. They want to learn and progress together, with shared risk and responsibility. We must harness this desire and build sustainable models of collaboration that maintain momentum without burnout.

Interconnected challenges, disconnected teams

From our findings, it’s apparent the challenges are interconnected. We’re operating in a difficult climate, and stakes are high. 35% of survey respondents are CEOs, trustees or in departmental leadership positions and they are under pressure. Marketers are also under a lot of pressure. So, as leaders, we must be mindful of that, and of the expectations we’re putting on ourselves and its trickle-down effect.

Responses suggest a disconnect between marketing teams and leadership. Some suggest leaders aren’t always getting what they need from marketers. Is the disconnect for both about communications? Should the sector refresh its approach to internal comms.

How do we find common ground?

Marketers and leaders need to speak to each more, to understand each other better. Marketers have extensive knowledge of their audiences, understand commercial realities, and live and breathe organisational values. This is what is required to excel at their jobs.

To leaders reading this, marketers are here to support you. Let them help you do this and let them know what you need so you can work better together.

To marketers, what do you need to ask your leaders? What information do they need? How do you communicate the work that goes into hitting income targets and growing audiences? What is the impact of leadership decision making on marketing and audience development processes?

At the AMA, we are working to support marketers and leaders to develop effective relationships. We’re hosting roundtables on the three challenge areas and we invite you to join the conversation to help us make connections. Lasting progress doesn’t come from isolated innovation, it comes from learning from one another, asking the tough questions and facing them as a community. Your involvement will be key to what happens next, so we can build what we need to thrive together.

You can find more of Arts Marketing Association’s research findings by reading Together We Act Research: what the findings mean for cultural marketers. Join the conversation for upcoming roundtable discussions covering each of the three challenge areas.

Together We Act is sponsored by Art Fund, CultureSuite, Splitpixel, Ten4 Design and Tessitura.