This is part two of a two-part series exploring key findings and insights from the Gartner CMO Spend Survey 2017-2018. Read part one.
Read latest survey findings: 8 Top Findings in Gartner CMO Spend Survey 2018-19
Marketing’s accountability for business performance comes with both acute challenges and changes across a variety of budget areas. Changes to marketing technology (martech) spending year over year are a case in point. Spend on marketing technology was 27% of the overall budget in 2016-2017, but is down 15% from last year. CMOs pulled back from last year’s high spending amid concerns about marketing’s ability to effectively acquire and manage technology.