• Ad Age, Wednesday, March 5, 2008 11:30 AM

Only 13% of senior marketers say that they're "very satisfied" with their companies' marketing structures, according to a survey of 132 executives conducted by research firm Guideline in October 2007 released by the Association of National Advertisers yesterday.

The results are jarring considering the fact that reorganization has become something of a way of life at most companies. Nearly one-third (29%) of marketers are undergoing reorganization and another 39% have done so within the past two years. Remarkably, fewer than half (48%) of respondents said structural changes to marketing had actually improved their companies' marketing abilities during the past two years. Another 17% said restructuring had worsened abilities, and 36% saw no change.

The silver lining is that more than half (55%) of the business-to-consumer marketers said restructuring had improved marketing effectiveness; 15% felt very satisfied with their current structures, and 70% were very or somewhat satisfied.

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