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


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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