New York—Marketers increasingly see themselves as “visionaries” within their organizations, according to a new study by the Association of National Advertisers and marketing consultancy Prophet.
The study was based on an online survey of 150 marketers.
When asked to identify themselves as tactician, facilitator, leader or visionary, one-third identified themselves as visionary.
These visionaries were found to be involved in a much higher level of influence within the organization than those in the other categories, the study found.
For example, 89% of visionaries were more likely to be leading strategic dialogue, compared with 11% of nonvisionaries; 65% were more likely to be leading discussions around reinventing the business, compared with 21% of nonvisionaries; and 60% were more likely to collaborate with financial functions, compared with 22% of nonvisionaries.
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