Gartner Research

Survey Analysis: How CMOs Plan to Spend in 2018, by Industry

Published: 01 March 2018

ID: G00343655

Analyst(s): Anna Maria Virzi


According to Gartner's 2017-2018 CMO Spend Survey, 67% of marketing leaders expect to increase spending, while 11% expect cuts. CMOs can use the marketing budget outlook across eight industries to compare strategies and budgets.

Table Of Contents

Survey Objective

Data Insights

  • Sixty-Seven Percent of Respondents Expect Their 2018 Budgets Will Increase; 11% Expect a Cut
    • Recommendations
  • Two-Thirds of Respondents Plan to Increase Spending on Digital Advertising; Only 38% Plan to Spend More on Offline Ads
    • Recommendations
  • Twenty Percent of Respondents Plan to Cut Offline Advertising Spending; They Also Target Email and Event Marketing for Cuts
    • Recommendations
  • Close to 60% of Marketing Leaders Plan to Spend More on Services and Martech; Fewer Will Increase Spending on In-House Labor or Paid Media
    • Recommendations
  • 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.