Gartner Research

Survey Analysis: Marketers Lag in Adopting Advanced Budgeting Approaches

Published: 07 November 2017

ID: G00337345

Analyst(s): Haixia Wang

Summary

Advanced budgeting techniques are critical to linking marketing activities to results and justifying spend. Gartner's 2017-2018 CMO Spend Survey shows adoption is limited and execution is challenging. Nevertheless, marketing leaders should use advanced budgetary approaches to improve efficiency.

Table Of Contents

Survey Objective

Data Insights

  • About Half of Marketing Leaders Still Rely on Basic Budgetary Techniques
  • Advanced Budgeting Approaches Have a Bigger Marketing Budget and Spend More on Innovation
  • Advanced Budgeting Approaches Can Lead to Higher P&L Ownership and Better Financial Results
  • ZBB Is the Most Advanced Budgeting Approach, but Adoption and Execution Are Immature
  • What to Do Next
  • Methodology
  • Definitions

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