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The Annual CMO Spend Survey 2020-2021 research provides detailed insight into your peers’ marketing budget and marketing investment plans across a wide range of industries, and marketing spend by channels and resources.
Get tuned to our webinar as we delve into the results from the Gartner Annual CMO Spend Survey 2020-2021, revealing where your peers and competitors are investing their marketing budgets and how they expect the trends to shift as we move into 2021.
Top-line marketing budget, marketing strategy, and martech investment trends
A breakdown of the actions CMOs have taken in response to the COVID-19 pandemic and their plans to regain their ROI
Expected outlook and business performance heading into 2021
How CMO priorities are changing in terms of the shift toward digital channels, and the balance of in-house and external agency resources
Marketers snapped into survival mode after the COVID-19 pandemic broke out. They launched crisis-related communications to customers, canceled or delayed campaign launches, reduced contractor head count and halted long-term projects. However, despite spending restrictions, CMOs remain upbeat. A sizable 73% of respondents expect the business and economic climate to have a positive impact over the next two years. More than half (57%) of respondents across all industries believe that performance will return to normal in the next 18 to 24 months.
This year’s annual CMO Spend Survey polled 430 CMOs across North America and Europe, specifically the U.S., Canada, the U.K., France and Germany. These samples are from large organizations — we’re looking at organizations that have an annual revenue of over $500 million. But most of the responses to the survey actually are from organizations that sit above the $1 billion mark, in fact, a significant proportion of the respondents have revenue that is over $10 billion.
The CMO Spend Survey is important and helpful to marketers and CMOs in that it allows them to benchmark their marketing spend. It allows them to check whether their marketing spend stacks up against those of their peers and competitors. It’s a valuable tool in helping understand how different industry verticals and different CMOs in different geographies are allocating their marketing budget. Also, it helps the Gartner advisory team members guide the conversations they have with CMOs to ensure that we bring in quality data and insights into conversations around marketing strategy.
