With a quarter of compliance and legal experts saying their relationship with marketing is “challenging” and even more admitting feelings of “us vs. them,” it’s no wonder many marketing content reviews are often inefficient and frustrating. Furthermore, solutions that address the needs of each team individually may only serve to aggravate an already complex process.

Insights from our study with Arlington Research* reveal the key conflicts between Compliance and Marketing teams and what compliance professionals wish marketers understood. 

#1: Compliance Reviews Are More Complicated Than You Think

In highly regulated industries, Compliance teams are closely tied to Marketing teams, but their goals differ. While marketers focus on sales and creativity, compliance is about rigor and legality. This can create friction, especially when each team lacks empathy for the other’s role.

In fact our research showed 42% of seasoned compliance experts think marketers underestimate the complexity involved.

#2: Accountability Is a Sticking Point 

Compliance professionals feel that marketers often avoid accountability in the review process – with 80% say marketers deflect blame when content issues arise.

There’s also disagreement at the C-suite level. While 75% of marketers believe the Chief Marketing Officer is responsible for compliance, 70% of compliance experts say it’s the Chief Compliance Officer’s domain.

Despite this, marketers are open to following the CCO’s lead, which shows a willingness to collaborate.

#3: There’s Room for Improvement

Despite their differences, both teams want to work together. Over 80% of marketing and compliance professionals agree that reducing subjectivity in reviews is crucial, and many are eager to have productive conversations about improving the process.

They also share a common goal: managing compliance risks without being overly restrictive. This mutual interest in finding balance is a positive sign for better collaboration.

Takeaway for Marketing Teams

Here’s what Compliance needs you to know.

Marketers don’t need to be legal experts, but understanding compliance requirements and risks is key to working more effectively with Compliance teams. It’s all about empathy, clearly defining responsibility and shared goals.

Uniting Compliance and Marketing with IntelligenceBank  

To bridge the gap between compliance and marketing, you need a process that supports both teams. That’s where IntelligenceBank comes in. Our AI-powered platform automates content compliance reviews, identifying risks quickly and suggesting fixes — creating a space where creativity and compliance can coexist.

Want to learn more? Download our white paper for insights, stats, and tips for marketers and compliance experts alike.

*In 2023, in conjunction with Arlington Research, we surveyed 250 senior US legal and compliance and marketing specialists who are working in financial services companies with 5,000+ employees – including retail, business and investment banks and asset management firms.