The Association for Accounting Marketing has released its 2006 Accounting Marketing/Sales Responsibility and Compensation Survey Results. The survey was very comprehensive, and shows an interesting snapshot of where many firms are with regard to marketing.
For example, the survey shows how new marketing is to many firms, as 66 percent of the respondents are either the first person to ever serve in that role within their firm or followed the first person in that job function. Respondents indicated a wide variety of reporting relationships, and the conclusion in the survey’s executive summary was, “[F]irms may be unclear about how to structure the marketing function internally, what should be the objectives of the position, how will success be measured, etc.”
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