Gartner Research

Digital Technology Budgeting From the Marketing Perspective

Published: 11 September 2014

ID: G00263530

Analyst(s): Laura McLellan, Michael Smith


Chief marketing officers are responsible for achieving corporate growth objectives. They require increasingly innovative underlying digital technologies to attract, acquire and retain customers. We describe the current state of marketing-related technology and offer guidelines for 2015 budgeting.

Table Of Contents


  • Introduction
    • This Document Is Written for Marketers
  • Current State
    • Who Is Masterminding Marketing-Related Technology
    • Where Marketing Is Spending on Technology
    • How Much Does Marketing Invest in Technology?
  • 2015 Marketing-Related Technology Budget Guidelines
    • Major Flash Points That Impact Marketing-Related Technology Decisions
    • Collaborating With Internal IT on Budgeting
    • Multiple Ways to Work With IT
  • Definitions

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