How CMOs Are Spending Their Marketing Budget – and What It Means for You

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    Allocate your marketing budget with confidence

    Following record lows in 2021, marketing budgets rose to 9.5% of revenues in 2022, but still lag prepandemic levels. Are you allocating resources and prioritizing marketing spend and investment to drive impact? Use this report* to:​

    • Benchmark your marketing budget and investments against peers and competitors​
    • See the impact on marketing channels of changing customer behavior post-lockdown​
    • Assess how fiscal and geopolitical uncertainty is impacting marketing budget decisions​

    * Source: 2022 Gartner CMO Spend and Strategy Survey

    Get the detail on marketing-budget shifts​

    Healthier marketing budgets in 2022 still don’t return spending to prepandemic levels, when the average marketing budget was 10.9% of revenues (2018 to 2020). ​

    Download the report for other key findings, including:​

    • How marketing spend is shifting for different industries​
    • The impact of inflation on consumer brands​
    • How CMOs are tackling fiscal and geopolitical uncertainty​
    • What shifts are occurring in channel spending, and why​
    • The state of digital-first marketing​

    Webinar: The Gartner CMO Spend Survey 2022: The State of Marketing Budget and Strategy

    Gartner Experts Discuss the State of Marketing Budgets and Strategy​

    Join your peers for this complimentary webinar and hear more about:​

    • The state of marketing budgets in 2022​
    • Key channel allocations and priorities​
    • Strategically important programs and capabilities that marketing needs to prioritize

    FAQs related to The State of Marketing Budgets and Strategy 2022: Insights from Gartner’s Annual CMO Spend Survey

    The CMO Spend Survey is an annual survey to understand the marketing organization's strategic priorities and budget allocations every year. In 2022, the research was conducted online among 405 respondents, who were required to have involvement in decisions pertaining to setting or influencing marketing strategy and planning, as well as have involvement in aligning marketing budget/resources. Seventy-four percent of the respondents came from organizations with $1 billion or more in annual revenue. The respondents came from a variety of industries: financial services, tech products, manufacturing and consumer products to name a few.

    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 State of Marketing Budget and Strategy research looks at the top-line marketing budget, and highlights:

    • Data that can help CMOs and marketing leaders like you to benchmark their marketing budget with industry and peers
    • How your marketing channel spending priorities measure up against respondents to this year’s survey.
    • The programs and operational areas that marketing’s budget supports
    • Budget allocations across marketing’s major resources: people, media, agencies and technology

    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 Survey 2022 reports that budgets have  recovered somewhat, with the average across industries increasing from 6.4% of company revenue to 9.5%. While this represents a significant climb-back, budgets still lag behind prepandemic levels - the average budget between 2018 and 2020 was 10.9%.  Your marketing budget depends on your industry- with average marketing spending increasing across almost all of the industries surveyed, with some significant variances. Check out the research for more information.

    The latest CMO Spend Survey 2022 highlights that just as Western markets are released from COVID-19 restrictions, a plethora of geopolitical, cultural and fiscal challenges emerge And this is not the new normal that the CMOs were promised. The survey captures the priorities of CMOs as they grapple with a range of macroenvironmental, social and political realities.

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