Gartner Research

Marketing Spending Shows the High Priority CMOs Put on Customer Experience

Published: 27 May 2015

ID: G00271895

Analyst(s): Yvonne Genovese, Jake Sorofman

Summary

Marketing leaders have declared customer experience the new battlefield for competitive differentiation, and marketers are putting their money where their mouths are. This research illustrates the heightened importance of customer experience investments in overall marketing spending priorities.

Table Of Contents

Analysis

  • Finding 1. Senior Executives Understand the Importance of Customer Experience to Improve the Business, and Expect Marketing to Lead It
    • Customer Experience Is the Top CEO Investment in Technology-Enabled Capabilities to Improve the Business During the Next Five Years
    • CMOs Say Leading the Cross-Functional Customer Experience Is the Highest Increased Expectation Senior Management Has of Them
    • Implications
  • Finding 2. Companies Will Compete Primarily on Customer Experience Two Years From Now, With Marketing Controlling Most of the Budget
    • In Two Years, 89% of Companies Will Compete Almost Entirely or Entirely on the Customer Experience
    • Both Marketing and Nonmarketing Functions Say Marketing Is Most Likely to Control the Customer Experience Budget
    • Implications
  • Finding 3. Marketing Spending on the Customer Experience Averages 2% of Company Revenue
    • Customer Experience Averages Between 18% and 21% of the Total Marketing Expense Budget
    • Marketing Technology Budgets for Customer Experience
    • Marketing Has High or Total Responsibility for Customer Experience Innovation in 75% of Companies, and Has Planned 2015 Customer Experience Innovation Projects in 68% of Companies
    • Implications

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.