Follow the money: CMO budgets for martech and marketing operations

BY SCOTT BRINKER

Marketing Budget Allocation Across Marketing Programs and Operational Areas

As with crime and politics, if you want to reveal the real plot in marketing’s evolution, follow where the money is going. Hmm. That’s probably not the most flattering of metaphors. Okay, scratch that image.

But it is why I always look forward to Gartner’s annual CMO Spend Survey report. Allocation of budget is a CMO’s way of “voting with their wallet” for what they think is most important. Grab a copy of The State of Marketing Budgets 2021 and the accompanying deep-dive into The Role of Marketing in Digital Transformation & Innovation to puruse for yourself.

I’ll skip over the most common headline from this year’s report — that as a percentage of their firm’s revenue, marketing budgets dropped precipitously from 11% to 6.4%. Yowzers. You can pretty much sum it up with a Tom Fishburne cartoon:

In Case of Emergency, Cut Marketing Budget

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