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Marketing Department Priorities Often Differ From CEO’s Agenda, ANA/Booz Allen Hamilton Study Finds
A study by the Association of National Advertisers (ANA) and Booz Allen Hamilton found the corporate marketing function is not aligned with the CEO’s agenda, instead focusing on tactical issues such as maintaining branding guidelines, sharing best practices, and counseling divisions. Further, the joint study revealed that the role of the CMO is poorly defined at an alarming number of companies, and that companies expect marketing to provide measurable outcomes such as return on investment (ROI), but current metrics are not up to the task. More...