Marketing accountability ranked second, and aligning the marketing organization with innovation placed third. The results were tabulated by adding up all responses (three for each respondent) and determining which issue was named in the top three by the most marketers.
The e-mail survey of 157 marketers who are ANA members was conducted in January.
“The rapidly evolving marketing landscape demands an integrated approach,” said Bob Liodice, president-CEO of the ANA, in a statement. “The survey findings confirm that integrated marketing is one of the foundational pillars the ANA believes are critical to create a transformed marketing environment.”