Creative and marketing agency Scooter has launched its FY27 Marketing Roadmap Survey, asking the country’s top marketers what their priorities are for the coming financial year.
The survey is designed to generate ‘real’ industry benchmarks by capturing how marketing leaders are navigating the challenges and opportunities ahead, from team structure and capability building to the evolving role of agencies.
The findings, which will be revealed through B&T in the coming months, will provide a clearer picture of where the industry stands and how your marketing peers are setting
themselves up for success.
The survey is open now for client-side marketers of all stripes to complete. It only takes seven minutes to complete.
It follows the FY26 survey which lifted the lid on the sector’s challenges and opportunities. And also dispelled myths and scythed through PR jargon.
Find out more: New Study Reveals Marketers Want More With Less In FY26 But Data, AI Concerns Could Cause Headaches
“The FY26 survey of over 100 Australian marketers revealed just how much pressure the industry is carrying with budget constraints ranked as the number one challenge, with 88 per cent planning to integrate AI into their workflows and 62 per cent evolving their teams to incorporate new capabilities. The tension over the past year between doing more with less and investing in the future is real, and it’s universal,” said Anna Hodgson, CEO of Scooter.
“In FY27 we want to know where will the focus shift? What impact will the pace of change have on the marketing industry? CMO’s are wrestling with so many competing demands and the Scooter FY27 Roadmap aims to give marketing leaders the confidence that they’re not navigating it alone.”
“As an outsourced marketing director across multiple businesses, staying benchmarked against the industry isn’t optional it’s essential. The FY26 survey gave me exactly that. Commercial acumen and strategic foresight topped the skills marketers want to master, and with 61% prioritising their website and eCommerce platform and half investing in email, owned channels were clearly an area of focus,” added Misha Horsnell, Scooter’s marketing director.
“We’re stronger when we move together. Add your voice to the FY27 survey, the more leaders who contribute, the better the picture for all of us.”
