Gartner Research

Managing Marketing Budget Cuts — Use Gartner’s Cost Optimization Matrix to Achieve Optimal Budget ROI

Published: 06 March 2019

ID: G00378408

Analyst(s): Ewan McIntyre


When budgets are challenged, marketing leaders often focus on cutting short-term variable costs. Quick savings result, only to be offset by larger inefficiencies or unanticipated impacts. Use Gartner’s cost optimization matrix to achieve budget savings that drive sustainable ROI.

Table Of Contents
  • Key Challenges



  • Map Marketing Expenses Against Gartner’s Cost Optimization Matrix
  • Use Short-Term Cost-Efficiency Wins to Gain Stakeholder Buy-In
  • Create Sustainable Efficiency Through Long-Term Variable Cost Optimization
  • Build Structural Optimization by Assessing Long-Term Fixed Cost Optimization Opportunities

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