BtoB/ANA Find Marketers' Role More Strategic than Past Years

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April 7, 2008 - The role of marketing has become much more strategic over the past three years as marketers have been more involved in driving innovation and new business development at their organizations, according to a joint study by the Association of National Advertisers and BtoB.

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

The results we also unveiled late last month at the ANA/BtoB Business-to-Business Marketing Conference in Santa Clara, Calif.

BtoB, the magazine for marketing strategists, is the only publication dedicated to all disciplines of business-to-business marketing. In print< and electronically, BtoB delivers the latest trends, best practice case studies, research, and analysis senior marketers need to develop a winning integrated marketing strategy.

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