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ANA study finds efforts to integrate marketing organizations fall short

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New York—Despite a growing trend to centralize and integrate marketing functions, only 13% of senior marketers are “very satisfied” with their company’s marketing structure, according to new research released Tuesday by the Association of National Advertisers.

The report is based on an online survey of 132 marketing executives at both b-to-b and b-to-c companies in October, conducted in partnership with Guideline Inc. According to the study, 37% of respondents said their marketing department interacts and advises their company at a higher level than it did two years earlier, but just 21% said marketing interacts at the C-level of the company.

Among b-to-b companies, 56% reported increased centralization of the marketing function in the past two years.

Nearly two-thirds of marketers said their company’s marketing function has become more integrated within the past two years. However, 52% said their company’s marketing function had achieved actual integration.

“Companies are clearly moving to rein in dispersed marketing organizations and tightly integrate all the marketing disciplines,” said Bob Liodice, president-CEO of the ANA, in a news release. “However, at this point, creating the optimal marketing organization is still a ‘work in progress,’ as these businesses continually strive to reinvent their approach to brand building.”

—Matthew Schwartz

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