Gartner Research

CMO Spend Survey 2018-2019: Marketers Proceed Into Uncharted Waters With Confidence

Published: 30 October 2018

ID: G00361758

Analyst(s): Ewan McIntyre , Anna Maria Virzi

Summary

With marketing expense budgets stabilizing, CMOs exhibit confident investments in marketing technology, innovation and personalization. But, is this confidence misplaced? Marketing leaders must demonstrate the business value of their efforts amid uncertain times.

Table Of Contents
  • Key Findings

Survey Objective

Data Insights

  • Marketing Budgets Remain Steady Despite Uncertain Times Ahead
  • Twenty-Nine Percent of the Marketing Budget Is Allocated to Technology, Diverting Budget From All Areas of Marketing Operations
  • Advertising Dominates the CMO’s Multichannel Marketing Budget, With Digital Surpassing Offline
  • Digital Workhorses Account for 25% of Marketing Investments
  • Over 9% of the Marketing Budget Is Allocated to Digital Commerce, but CMOs Downplay Its Strategic Importance
  • One in Every $6 in Marketing Is Spent on Innovation, but Boosted Innovation Budgets Flatter to Deceive
  • CMOs Prioritize Customer Experience and Customer Analytics, but Risk Overlooking Acquisition and Retention
  • CMOs Struggle to Align Marketing Metrics With Business Priorities
  • Personalization Prevails, but Means Different Things to Different People
  • Methodology
  • Definitions
    • Additional Research Contribution and Review

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