[Column] Carsten Baumgarth: What the restructuring of marketing at Mercedes-Benz says about our profession

Marketing anyone can do – or what the restructuring of marketing at Mercedes-Benz AG says about our profession!

For years now, it has been scientifically observed that marketing is steadily losing significance within companies, despite the extremely high share of brand value in overall company value and the (textbook) notion that marketing represents market-oriented corporate management.

It has now been announced that Bettina Fetzer, previously responsible for Communication & Brand, is leaving Mercedes-Benz and will be replaced by Christina Schenck. I cannot and do not want to judge Christina Schenck's professional competence, but she studied Finance & Accounting and has held various CFO roles at Mercedes. Now, in addition to her current position as Vice President Treasury & Investor Relations, she will also take on responsibility for marketing and brand management.

What does this say about our profession?

A marketing degree is not necessary for a senior marketing leadership role.

Marketing can apparently be done "on the side."

We in our marketing and branding bubble need to finally wake up. Among others, I see the following points for action:

Marketing education needs to become "tougher," more specific, and more interdisciplinary! Studying marketing because you are "not good with numbers" must finally be a thing of the past.

Marketing needs to make less show, chase fewer questionable awards, and promote less pseudo-expertise on LinkedIn, instead truly driving business impact.

(Meaningful) numbers are becoming increasingly important, and evidence-based proof of the impact of brand and marketing is absolutely essential.

Marketing should listen less to the "hype of the day" and finally bridge the gap between science and practice. More scientific insights need to be acknowledged, understood, and implemented in practice.

Marketing leaders should study Finance, IT, R&D, and related fields to understand and speak the "language" at the C-level. Metrics like website visits or winning paid awards do not convince a CEO and harm the already fragile image of our profession.

How does the world of marketing academia and practice view this move by Mercedes? What needs to change?

Carsten Baumgarth is Associate Editor for Strategic Marketing of the International Journal of Arts Management

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