Introduction

Earlier this year we conducted a survey amongst senior marketers from across the financial services sector. The purpose of the survey was to understand the key challenges and opportunities facing financial services marketers and the businesses within which they work, and to start tracking trends over time.

The survey was completed by 78 senior Members of The Financial Services Forum, including team managers (21%), heads of marketing (41%) and marketing directors (24%). They came from across the industry, representing the sectors in Chart 1.

21%

team managers

41%

heads of marketing

24%

marketing directors

To scratch beneath the surface of the survey findings, we held a roundtable with a group of senior marketers from across the industry. This report will discuss some of the key findings from both the survey and the roundtable discussion and will look at the challenges ahead.