The study was based on an online survey of 383 marketers, conducted in February and March by research firm Guideline. The respondents were made up of 167 b-to-b marketers, 86 b-to-c marketers and 130 hybrid marketers.
The survey found that for companies that had undergone a reorganization, 62% of the b-to-b marketers cited marketing communications as the primary role of marketing prior to the reorganization. It was cited as the primary role following reorganization by 47%.
One of the biggest shifts has been in the primacy of strategy. Only 14% of b-to-b marketers identified strategy/innovation as their primary role prior to reorganization; 24% said strategy/innovation was their primary role following reorganization.
Another function seeing elevated status among marketers is directing new business development.
Only 10% of b-to-b marketers said new business development was a primary goal prior to reorganization, compared with 23% following reorganization.
The complete results of the ANA/BtoB study are discussed in an April 7 article in BtoB titled "Marketers' role evolving beyond communications," which is online now at BtoBonline.com.
The results we also unveiled late last month at the ANA/BtoB Business-to-Business Marketing Conference in Santa Clara, Calif.
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