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


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


  • 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

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