The State of Marketing Budgets 2021

Insights From Gartner’s Annual CMO Spend Survey

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    Marketing budgets are falling to their lowest levels in recent history.

    CMOs and Marketing Leaders must reprioritize channels, programs and resources to remain competitive and efficient.

    Use The State of Marketing Budgets 2021 as your essential guide to benchmark your marketing budget against peers and competitors and action on data, insights and predictions to lead you confidently into the future.

    This guide, based on the findings of Gartner’s Annual CMO Spend Survey 2021, will outline:

    • How CMOs are prioritizing their marketing budgets in 2021
    • Which industries are seeing the biggest changes to their marketing budgets
    • How the acceleration of digital marketing is playing a role in overall marketing budget
    • The balance of in-house and external agency resources

    The State of Marketing Budgets 2021: Insights from Gartner’s Annual CMO Spend Survey fuels CMOs and Marketing leaders with top-line marketing budget, marketing strategy and martech investment trends to watch for. Despite an optimistic outlook from marketer’s in 2020, marketing budgets as a percentage of company revenue fell from 11% to 6.4%. This is the lowest proportion allocated to marketing in the history of Gartner’s Annual CMO Spend Survey.

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    Infographic: The State of Marketing Budgets 2021

    Use this marketing infographic to see the top trends and data points that are driving the actions of CMOs and marketing leaders as they readjust resources to maximize shrinking budgets.

    Webinar: Gartner CMO Spend Survey 2021: Reprioritize Spending to Fuel Postpandemic Growth

    This complimentary webinar breaks down the results of Gartner’s Annual CMO Spend Survey 2021, and helps you reappraise the marketing budgets and resources you have at your disposal to fund growth and recovery.

    FAQs related to The State of Marketing Budgets 2021: Insights from Gartner’s Annual CMO Spend Survey

    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.

    Gartner for Marketers provides tools to manage and fund growth. We can help you decide what to cut, where to invest and what to protect with our Strategic Cost Optimization resources

    The annual CMO Spend Survey looks at the top-line marketing budget, and divides that budget up using three different views:

    • Budget allocations across marketing’s major resources: people, media, agencies and technology
    • Budget divisions across major channels 
    • The programs and operational areas that marketing’s budget supports

    The CMO Spend Survey allows you to benchmark your marketing spend to see how you stack up against your peers and competitors. You will get marketing spend trends and insight that will give you a look into where your peers are focusing to better benchmark, allocate spend, prioritize and build your marketing strategy and better prepare for marketing budget planning.

    A marketing budget outlines the total money that an organization needs to spend on it’s marketing. This can include branding, paid advertising, email marketing, web content, marketing organization and martech solutions.

    The State of Marketing Budgets 2021 provides details into the best way to benchmark your budget and can provide insight into how other marketers are budgeting, which channels they are allocating marketing budget to and how different industries are distributing their marketing budget.

    This year’s CMO Spend Survey indicates that Martech spend makes up 26.6% of marketing budgets in 2021.

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