Gartner Research

Survey Analysis: Marketing Budgets Skew, Putting More Pressure on Marketers With Lean Martech Budgets

Published: 06 March 2018

ID: G00347248

Analyst(s): Anna Maria Virzi , Benjamin Bloom

Summary

Falling marketing technology budgets force an increasing share of marketing leaders to make tough choices. Meanwhile, those with more generous budgets pull ahead. This research examines marketing and technology practices as a function of budget allocations.

Table Of Contents

Survey Objective

Data Insights

  • Shrinking Marketing Budgets Squeeze Lean Marketing Teams, Affecting 33% of Marketers
  • Aggressive Spenders Resist Pressure to Cut Marketing Technology
  • Marketing Leaders With Aggressive Budgets Spend 15% of the Marketing Budget on Innovation — More Than Twice That of Lean Marketers
  • Methodology
  • Definitions

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