Trends by Function: Marketing

Each year, Business Talent Group releases our High-End Independent Talent Report, looking across industries and business functions to analyze how business leaders deploy independent consultants, executives, experts, and project managers to complete critical work and meet their goals. Here are the top trends in how marketing leaders deployed these highly skilled talent in 2020.

There’s a lot for modern marketers to keep up with, from new technologies to new customer expectations. Marketing executives have long sought help from independent creatives; now, they’re also turning to independent strategists and project managers. With expertise in areas like predictive analytics and new product development—and hands-on experience across a range of industries—these independent experts keep companies ahead of the curve.


80% Strategy
16% Operations
2% Transformation
1% Organization
1% Interim Executive



Marketing and Sales Strategy


Opportunity Assessment

Product Strategy and Launch

Business Intelligence and Analytics

Business Processes

Growth Strategy

Service Operations



Project Management

Pricing Strategy

Corporate and Business Unit Strategy

Product Development and Launch

Marketing Communications

Strategic Planning

Advanced Analytics



  • Execute an omnichannel, direct-to-consumer marketing strategy for a new product
  • Develop the resource plan for launching a new product, including franchise vision, position, and overall narrative
  • Benchmark marketing function against peers to identify capability gaps and improve organizational structure
  • Serve as an interim CMO to assist with customer journey mapping, customer acquisition, and email marketing initiatives
  • Research international expansion best practices within and outside the industry


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