The survey also found that one-third of companies plan to allocate 20% or more of their marketing budgets to lead-generation programs.
Marketing services outsourced by at least 40% of survey respondents include marketing collateral development, Web site development, advertising creative and direct mail campaigns.
Also, large companies are more likely than smaller companies to outsource such services as telemarketing, product launches, brand development and product or service message development.
The survey also found that 45% of companies said choosing a marketing services firm with a proven methodology or process is extremely important. Of companies with at least 2,000 employees, 67% said this requirement is important.