Gartner Research

U.K. CMO Spend Survey 2016-2017: Marketing Budgets Rise in Response to Increased Expectations

Published: 16 February 2017

ID: G00320073

Analyst(s): Ewan McIntyre


Marketing budgets are rising for the third straight year. U.K. marketing leaders are under growing pressure to meet increased accountability and expectations during economic uncertainty. Use this research to learn how organizations allocate their budgets to meet these challenges and deliver results.

Table Of Contents

Survey Objective

Data Insights

  • 52% of U.K. Marketers Expect Their Budget to Increase in 2017 vs. 59% of North American Marketers
    • Recommended Actions
  • U.K. CMOs Take on More Responsibility — Digital Commerce, Customer Experience and Sales Report to Marketing in More Than 45% of Organizations
    • Recommended Actions
  • Labor and Martech Account for More Than Half of U.K. Marketing Budgets
    • Recommended Actions
  • Almost Half of U.K. Martech Budgets Are Allocated to Infrastructure and Services, Not Software
    • Recommended Actions
  • Despite the Rise in Ad Blocking, Almost 59% of U.K. Marketers Plan to Increase Their 2017 Digital Advertising Investments
    • Recommended Actions
  • 10% of U.K. Marketers' Expense Budgets Are Allocated to Their Websites, But Most Marketing Leaders Expect to Make Cuts Here in 2017
    • Recommended Actions
  • Methodology
  • Definitions

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