There’s a noticeable gap between Marketing and Compliance teams, and we wanted to explore why. In partnership with Arlington Research*, we conducted a global study of marketing, legal and compliance professionals in financial services. What we found was eye-opening – despite the differences, both teams share many struggles.

Here’s what Marketing wants Compliance to know and why it matters.

#1: Experience Matters to Marketers

82% of marketers believe that their own experience makes compliance reviews less necessary, and that number jumps to 85% for those with over six years’ experience. Many marketers feel that through repetition, they’ve absorbed compliance knowledge. Yet 20% say Compliance lacks empathy for their role. 

83% of marketing respondents note that they’d still prefer to have their work scrutinized by the other team to ensure no risks are overlooked. The problem rests with timing.

Part of a marketer’s valuable expertise is knowing how to get work done quickly and flexibly, but 80% worry that late-stage, reactive compliance reviews can lead to multiple rounds of revisions and jeopardize campaign timelines.

In short, marketers want Compliance to recognize their expertise, but they also want a more efficient review process that doesn’t derail timelines.

#2: Compliance Reviews Feel Overly Complicated

While 83% of marketers agree on the importance of compliance reviews, 79% find the process lengthy and confusing. Unnecessary steps, inconsistent feedback, and timing issues create delays and frustration.

Interestingly, 85% of compliance professionals say they’re stuck doing basic, repetitive checks. This shared frustration often gets lost in finger-pointing, even though both teams recognize the need for better workflows.

The real issue? A complicated process, not the teams themselves.

#3: Shared Values Exist

Despite their differences, Marketing and Compliance teams share similar goals. Both agree on the need for faster reviews — 79% of marketers and 81% of compliance professionals want more speed and efficiency. They also want less subjectivity in the process, with 81% of marketers and 89% of compliance respondents backing that idea.

Both teams see the potential of AI to streamline reviews, with 95% of marketers and 93% of compliance professionals supporting its use. They agree on a practical goal too: maintaining acceptable risk levels rather than aiming for perfection.

Takeaway for Legal and Compliance Teams

Marketers have valuable experience. While they’re not legal experts, their expertise matters. By respecting marketers’ expertise and streamlining processes where possible, Compliance can build a stronger, more collaborative relationship with Marketing. It’s also important to remember that inefficient workflows are the problem, not the teams themselves. Focusing on shared priorities and using innovative tech can create a better working dynamic.

Uniting Compliance and Marketing with IntelligenceBank

Many of the issues between Marketing and Compliance trace back to inefficient manual workflows. IntelligenceBank can help. Our solution automates risk detection in marketing content, offering clear, consistent feedback to simplify the review process and ensure compliance.

Want to learn more about how AI can help bridge the gap? Download our white paper for additional insights and stats from our study.

*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.