Gartner Research

Survey Analysis: Marketers Lag in Adopting Advanced Budgeting Approaches

Published: 07 November 2017

ID: G00337345

Analyst(s): Haixia Wang


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

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.