Gartner for Marketers Research

Expert Research

Practical First Steps for Marketing Cost Optimization

Leading marketers approach cost optimization/budgeting as an expansive, always-on effort that can have both an immediate and a long-term impact on how marketing delivers against business goals.

To drive cost optimization, follow these five steps:

1. Benchmark to get a baseline. Analyze your environment to identify which resources and initiatives require additional funding or optimization.

2. Identify critical points in the budget to shield. Investigate the potential benefits, risk and time requirement of cost optimization projects.

3. Identify noncritical points to reduce or eliminate. Find aspects of marketing’s costs that can be eliminated or reduced.

4. Determine the cost optimization approach. Explore options that exist for optimization.

5. Communicate plans to stakeholders. Lead the organization through the change by socializing your cost optimization plans and efforts with your leader, peers and team.

Download the research to find room in your budget for marketing innovation.

To get the research, please complete the form below.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

  • Step 2 of 3

    By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Company Information

    All fields are required.

  • Step 3 of 3

    By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Gartner is a trusted advisor and an objective resource for more than 15,600 organizations in 100+ countries.

    Learn more about how we can help you achieve your mission-critical priorities.