Marketing leaders are falling short when it comes to inspiring employees and providing a clear work vision, according to B2B Marketing’s Leaders Report 2015.
When asked to define the critical traits of an effective leader, employees cited they must have ‘a clear, well articulated, vision’ and ‘an ability to inspire those around them.’
Worryingly, employees gave their leaders an average 6.4 out of 10 in terms of inspiration, and 6.3 in how well their leaders could provide a clear vision to work towards.
However, it’s not all doom and gloom for marketing leaders, with generally positive feedback being given to their commitment to success (average 8.2), having a passion for what they do (7.9 average) and drive to reach their goals (7.7 average).
Alex Aspinall, head of content at B2B Marketing, said: “Different leaders have different strengths, and there are many excellent leaders looking after their teams out there. But our research suggests some could benefit from employing a little reflexivity.
“On average, marketing team members were quicker to recognise traits linked to their leaders’ pursuit of success than the traits likely to inspire and enthuse their teams.
“Leaders should pay particular mind to the ways in which their behaviours and messages can impact the atmosphere, commitment and success of their teams.”
