• by Wayne Friedman , March 5, 2008

They don't always play hail to the chief at marketing departments.

According to a new Association of National Advertisers study, only 21% of marketing interacts with the 'C-Level' of the company--that's the CEO, COO or CFO.

Still lower-level executives are in the know. The study found that overall, 37% of executives surveyed report that their marketing department interacts and advises their company at a higher level now than two years ago.

This happened despite the fact that nearly two-thirds of marketers report that their company's marketing function has become more integrated within the past two years.

Overall, marketing is perceived as a core function, having a major impact on key areas: brand development (89%), revenue/volume (79% ), strategic direction (75%) and market share (71%).

The study also noted that 94% of respondents outsource at least one marketing function--mainly media planning and buying, but also creative services, marketing research and public relations. Eighty-six percent expect this trend to continue.