Gartner Research

A Guide to 2018-2019 CMO Spend Survey Research

Published: 03 April 2019

ID: G00378226

Analyst(s): Ewan McIntyre , Anna Maria Virzi

Summary

Gartner’s survey of marketing executives revealed insights on CMO strategies and a focus on innovation. CMOs can use this guide to home in on highlighted trends and learn how marketers are shifting gears with martech and customer experience.

Table Of Contents

Analysis

Research Highlights

  • How Much Do Companies Spend on Marketing and Where Is That Money Going?
  • What Are CMOs Spending on Marketing Innovation?
  • How Are CMOs Reallocating Their Budgets?
  • How Is Brexit Impacting CMO Budgets in the U.K.?
  • How Do B2B and B2C CMOs’ Budgets and Priorities Differ?
    • B2B Homes In on Digital Commerce
    • B2C Transitions From Organic Social Media Content to Paid Media
  • How Do CMOs Track the Results of Their Marketing Programs?
  • What to Do Next
  • Methodology

Gartner Recommended Reading

  • Definitions

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