Gartner Research

Use Zero-Based Budgeting Techniques to Improve Marketing Performance

Published: 03 May 2017

ID: G00320077

Analyst(s): Ewan McIntyre


Marketing investments need to deliver demonstrable value to the business. But budgets are often based on past spending patterns and assumptions. Marketing leaders can use this research to learn how to apply zero-based budgeting to create future-facing budgets and increase accountability.

Table Of Contents
  • Key Challenges


  • Marketing's Remit Has Grown More Complex, but Budgeting Capabilities Lag in Sophistication
  • ZBB — Aligning Marketing Spend With Marketing Results


  • Identify the Benefits ZBB Brings to Marketing
  • Use ZBB to Compare Marketing Budget Lines
  • Apply ZBB Methodology Pragmatically
  • Evaluate the Scope and Limitations of ZBB
  • Recommendations

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