12 Point Growth Agenda

Marketing Organization & Agency Management

Summary

Structuring and organizing the marketing function is one of the most important decisions a CMO can make to optimize “the process” for managing marketing and media functions. This has become increasingly critical recognizing brands are fueled by technology and data. CMOs are invited to participate in a community of like-minded executives in ANA’s ongoing research to improve organizational structure, budget priorities, roles and responsibilities, agencies, and support functions that are in-house and external. The ANA is partnering with industry leaders on defining the future state of how the marketing function organizes for optimal business performance. ANA’s recent accomplishments in this area includes partnership studies with our friends at Deloitte and ANA’s recent release of its in-house agency survey. Our in-house agency focus will increase as we expand committees and introduce a new industry conference in early 2019.