The second installment of the ACA’s Marketer’s Pulse finds that a majority of the Canadian marketers polled are responding to the challenges of today’s rapidly shifting landscape by changing their marketing organization structures. Overall, the report — based on a survey of 54 senior marketers — found that 60% of respondent marketing organizations are making changes.

In addition, nine in 10 respondents said they are looking to enhance their digital marketing resources.

Here are some more top-line results:

• A majority (57.4%) of respondents indicated that Procurement is involved with marketing to manage MarCom agency relationships.
• Over 40% of respondents are planning to make a change to their agency roster by either increasing or decreasing their number of MarCom agency partners.
• Consistent with the previous survey done in March, overall changes in MarCom budgets are split almost proptionately between increasing, decreasing and stable.
• Overall expectations for business conditions were more optimistic (May versus March ), with almost 95% now reporting stable to improving business expectations.

The next survey is expected to be in-field in September. Click here for more information about Marketer’s Pulse.