Marketing Organizational Structure Research: Executive Brief

October 5, 2017

New research conducted with ANA marketer members found that brands experience greater growth when marketing has both the right talent and skills in place, as well as a networked structure with cross-functional teams.

Key Findings:

  1. Some structures inhibit growth.
  2. Marketing budgets reflect growth priorities.
  3. The presence of specific roles correlate to growth.
  4. Roles related to the customer experience are exhibiting above-average growth.
  5. Growth companies use agencies differently.
  6. Metrics related to brand visibility differentiate growth companies.

Click the link to the right (or below if on mobile) to download the Executive Brief.

Source

"Marketing Organizational Structure Research: Executive Brief." ANA, 2017.