Elevating Brand Awareness in the Age of Performance Marketing

With CMOs under pressure to deliver growth, many are turning to performance marketing for quick wins. According to the 2025 Gartner CMO Spend Survey, 54% of CMOs say they prioritize performance marketing, compared to just 22% who prioritize brand marketing.

While performance marketing can deliver quicker, more measurable wins in terms of revenue growth, Gartner research shows that the highest performing marketing organizations are those investing proportionally more in brand awareness.

From the Gartner Marketing Symposium/Xpo in London, we spoke with Alex De Fursac Gash, Vice President Analyst in the Gartner Marketing Practice, who provided insight on what marketing leaders can do to make the case for brand awareness and its commercial value within their organization.

Journalists who would like to speak with Alex regarding this topic should contact Jordan.Brackenbury@gartner.com.  Members of the media can reference this material in articles with proper attribution to Gartner.

A: In the 2025 Gartner CMO Spend Survey, where we surveyed 404 CMOs and marketing leaders between February through March 2025, we found that 2.5 times as many CMOs plan to prioritize performance marketing over brand marketing. CMOs are under pressure to deliver growth, and performance marketing provides tangible metrics and quick wins that can be directly linked to revenue growth. In contrast, the benefits of brand awareness, while significant, are often more challenging to quantify and communicate internally.

However, a Gartner survey of 402 CMOs conducted February through March 2025 found that 85% of CMOs agree that investing in brand drives business results. This indicates a recognition of the long-term value of brand marketing, even if the immediate pressure to deliver quick financial outcomes makes performance marketing the more attractive option in the short term. 

A: CMOs must reframe the traditional perception of the marketing funnel to highlight the role that brand marketing plays in driving business success. While brand awareness is often seen as merely the top of the funnel, its impact on business performance is often underestimated. 

Analysis from the 2025 Gartner CMO Spend Survey highlights that higher-performing businesses allocate a greater percentage of their marketing budgets to brand marketing. Companies investing more in their brand tend to outperform those that don't, underscoring the strategic value of brand marketing in driving business success.

To advocate for brand awareness investments, CMOs should re-frame brand awareness, and brand marketing more broadly, as an enabler for performance marketing. Brand awareness is the commercial spark that can drive greater consideration and conversion. 

A: CMOs should employ strategies that help to build the “right kind” of brand awareness. The right kind of brand awareness combines visibility and affinity with their target audience. It's important to recognize that not all brand awareness is created equal; while more visibility is generally positive, the nature of that awareness matters. CMOs should aim for desirable brand awareness that resonates with their audience.

CMOs should leverage a simple awareness-boosting formula: combining brand value—through strong positioning and differentiation—with newsworthiness. By connecting brand value with what's happening in the world, marketing efforts can ride the wave of conversation, increasing reach and relevance.

Ultimately, the goal is to create a balanced approach that combines the right level of visibility with a strong degree of affinity, ensuring that brand awareness efforts not only reach the target audience but also foster a positive and lasting connection.

About Gartner Marketing Symposium/Xpo

The Gartner Marketing Symposium/Xpo is taking place May 12-13 in London and June 2-4 in Denver, providing marketing leaders with actionable advice about the trends, tools and emerging technologies they need to deliver business results. Follow news and updates coming out of the conference on the Gartner Newsroom and on X and LinkedIn using #GartnerMKTG.