Phoenix—Fifty-eight percent of marketing organizations work closely with the CEO to drive growth, according to a study by the Association of National Advertisers.
The study, “Marketing2020,” was based on an online survey of more than 250 CMOs in partnership with EffectiveBrands.
According to the study, 78% of respondents agreed that being clear about their organization's broader societal purpose is an important characteristic of winning companies.
CMOs' top priorities were to lead by example in digital; engage the entire organization; inspire and empower those they lead; maintain brand consistency; and build marketing capability, the study found.
“Marketing2020” was released at the ANA's Masters of Marketing Conference here Saturday.