ANA study examines health of marketing organizations

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New York—The Association of National Advertisers released findings from the second phase of its marketing organization study, conducted in conjunction with global consulting firm Booz Allen Hamilton.

The study, released at the ANA Masters of Marketing Annual Conference Oct. 9, found that nearly 60% of "healthy" marketing organizations were more profitable than their competition.

The study identified four factors that determine the health of an organization: organizational trust, marketing role definition, ease of information flow and speed of decision-making.

Also, according to the study, only 29% of North American marketers in general felt that information flows freely across organizational boundaries, compared with 42% of marketers at more profitable companies that agreed with this statement.

The third phase of the study, which will be released in February, will include a Marketing Organization Profiler, an online tool designed to help CMOs and marketing departments establish successful marketing models.

—Kate Maddox

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