Instead, in-house marketing execs (44%) and customers (26%) most often push for innovation, whereas among smaller companies (those with fewer than 200 employees), 48% of marketing execs say they're the ones driving innovation.
Below, additional findings from a new study by The Horn Group and Kelton Research, based on survey of 265 in-house marketing directors and executives.
Not Up to Speed
Many of today's businesses feel painfully behind the times: 68% of marketing execs say their companies are behind the curve in digital media integration and 71% say they haven't caught up with social media integration.
But some of the problems are in-house: 55% of marketing execs attribute internal, not external, factors as a bigger roadblock to using an integrated approach.
What Do Execs Want From Their Agencies?
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