Gartner Research

Survey Analysis: What Marketers Learn From Leading CMOs and Their 2018 Spending Priorities

Published: 30 November 2017

ID: G00333815

Analyst(s): Anna Maria Virzi

Summary

CMOs with added responsibilities have greater immunity to budget cuts than their counterparts, with limited authority. Marketing leaders can learn how the spending priorities of three segments — leaders, learners and laggards — differ, enabling them to stand apart from others.

Table Of Contents

Survey Objective

Data Insights

  • Only 5% of Leader Organizations Expect a Marketing Budget Cut in 2018 Compared With 32% of Laggards
    • Recommendations
  • Nearly Twice as Many Leaders (65%) as Laggards (31%) Plan to Accelerate Martech Spending in 2018
    • Recommendations
  • Leader and Learner CMOs Spend More on In-House Staff Than Agencies; for Laggards, It's the Opposite
    • Recommendation
  • Leading CMOs Focus on the Entire Customer Journey, From Acquisition to Growth, While Laggards Emphasize Retention Over Acquisition
    • Recommendations
  • Methodology

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