Gartner Research

CMO Spend Survey 2017-2018: Budgets Recede Amid Demand for Results

Published: 18 October 2017

ID: G00342820

Analyst(s): Anna Maria Virzi , Ewan McIntyre


Growth in marketing budgets has stalled after continued increases over recent years. Marketing leaders must justify past budget commitments and demonstrate the returns they deliver to ensure the future fiscal health of marketing.

Table Of Contents

Survey Objective

Executive Summary

Data Insights

  • Finding No 1: Marketing Budgets Start to Recede, Dropping From Their Peak by 6%
  • Finding No. 2: Half of CMOs Lack Financial Planning Muscle
  • Finding No. 3: CMOs Are Playing It Safe, Focusing Budgets on Existing Customers and Outspending Customer Acquisition by a Ratio of 2-to-1
  • Finding No. 4: Marketing Analytics Gets the Greatest Share of Budget at 9.2%
  • Finding No. 5: CMOs Back Digital Advertising, With Two-Thirds Planning to Increase Investment, While Traditional Media Faces Losses
  • Finding No. 6: CMOs Pull Back on Martech Spending, Decreasing It by 15%
  • Finding No. 7: CMOs Struggle to Balance Resources by Increasing Agency Spend While Reducing Spend on Labor
  • Finding No. 8: Marketing Innovation Stays Protected From Budget Pressures, Maintaining 10% of Budget
  • Methodology
  • Definitions

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