CMOs allocated 9.2% of their total marketing expense budget to marketing analytics in 2017-2018 — the most of any capability — according to the 2017-2018 Gartner CMO Spend Survey. This indicates a strong desire to use analytics for understanding and optimizing marketing performance and generate insights that deliver results.
It also signals that CMOs are committed to putting significant resources toward delivering a customer-centric future. But do marketing leaders have the support in place to execute the key strategic priorities that deliver results? Strategic plans are only as good as the resources in place to support those plans.