Gartner for Marketers Research

Expert Research

What Marketing Leaders Should Learn From Spending Patterns

Constant budget pressures compel marketing leaders to cost-optimize, but the real value of any marketing investment must be judged and adjusted by what it contributes to business goals.

Marketing budget constraints are a reality, but they need not reduce market performance. Stagnating budgets and wider economic uncertainty put pressure on marketing investments and programs. Ensure your organization continues to deliver the most value by basing cost optimization efforts on data, not gut feel:

  • Use zero-based budgeting, tying items directly to business goals
  • Build a martech roadmap that minimizes technology redundancy
  • Audit and review all agency and third-party services

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