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.”