New York—A new study by the Association of National Advertisers and consulting firm Booz Allen Hamilton categorizes marketing organizations into six categories, with the highest-performing group classified as growth champions.
The study was based on an online survey of more than 2,000 marketing executives to find out about the structure and capabilities of their marketing organizations.
Only 9% of companies fall under the growth champion category, with characteristics including holding primary authority over large strategic investments, leading innovative activities and spearheading growth initiatives with their company's CEO.
Marketing departments in this category are 20% more likely to exhibit superior revenue growth and profitability than those in the other five categories.
The remaining categories are: marketing masters (38%), senior counselors (17%), best practices advisers (9%), brand builders (12%) and service providers (15%).