CMO's: Still relevant

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The Association of National Advertisers and Booz Allen Hamilton jointly conducted a study that surveyed 12 ANA member firms and 370 people at more than 100 companies. The goal is to determine whether marketing is in fact disconnected from the leadership agenda.

Findings:

* More than three-quarters of marketers and non-marketers say that marketing has become more important to their companies during the past five years but at more than half of all companies, marketing and the CEO agenda are not aligned.

* Higher expectations for marketing have driven reorganizations of marketing departments at nearly 80% of all companies over the past five years but a major component of many such reorganizations-the position of chief marketing officer-is ill-defined.

* Measurable outcomes are now expected for marketing programs; 66% of executives say true ROI analytics is marketing's greatest need. But most companies are still using surrogate metrics, such as awareness, instead of ROI measurements.

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