In a survey of 100 sales and marketing professionals, 6% of respondents believed marketing is only covered within their organisation as a 'box-ticking exercise', while 48% of people from medium-sized organisations claim marketing is not a high priority in their company.
However, the majority of those who work in small or very large firms - 79% and 100% respectively - claimed marketing was a high priority.
When asked about the role of marketing, more than 40% cited driving sales, driving business strategy, acquiring customers and building the brand.
Large firms' marketing departments placed more emphasis on building the brand, while small firms said their main priority was to acquire customers.
CIM chief executive Peter Fisk said: "It is a concern to see marketing is not being placed higher on medium-sized companies' list of priorities."
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