Navigate the Channel

APRIL 10, 2025

Social media, content marketing, and digital ads tailored to B2B audiences have become significant components in this sector’s marketing playbook. It is always a good idea to complete a competitive review of marketing spend.

Spending 65

Spending Paid Search Agency Marketing Budget Allocation 65

Single Grain

SEPTEMBER 19, 2019

Small Business Administration recommends spending 7-8% of your company’s revenue on marketing, but in reality, businesses typically spend more than that. Gartner’s 2018 CMO Survey found that marketing budgets actually averaged about 11% of their revenue: Click here to download it for free right now!

Allocation 84

Allocation Marketing Budget Paid Search Agency Planning 84

KoMarketing Associates

MARCH 8, 2018

This is what Marketing Performance Management (MPM), is all about – and this discipline involves three basic pillars: Plans – Tactical activity and strategic goals set by the CMO. Investments – Budgets, spend management, and reconciling with finance.

B2B Marketing 186

B2B Marketing Work Management Planning Marketing Management 186

KoMarketing Associates

DECEMBER 5, 2017

It’s clear advances in cloud data and data visualization is quickly becoming invaluable to B2B marketers. Samantha Stone , Author, Founder & CMO, The Marketing Advisory Network. As we go into 2018 marketers must make data integrity a higher priority. Jason Hsaio , Co-Founder and Chief Video Officer, Animoto.

Marketing Budget Creation 439

Marketing Budget Creation Marketing Budget Budget Programs Marketing AI 439

chiefmartech

NOVEMBER 26, 2017

Gartner recently released their CMO Spend Survey 2017-2018. The headline of their report: Budgets Recede Amid Demand For Results. After three consecutive years of growth, average marketing budgets at enterprise companies (most of the companies Gartner surveyed have more than $1 billion in revenue) have slipped from 12.1%

Enterprise Management 90

Enterprise Management Budget Programs Budget Management Spending 90

KoMarketing Associates

SEPTEMBER 22, 2021

With the loss of in-person events, marketers saw an opportunity to use that budget elsewhere – with many deciding to put more budget towards their content strategies. This could result in more budget being allocated to content marketing in the future. 2021 B2B Marketing Mix Report.

Budget Programs 206

Budget Programs Marketing Budget Creation Statistics B2B Marketing 206

Envy

DECEMBER 23, 2020

Planning a B2B marketing budget is one of the big challenges for CMOs, but the size of marketing budgets as a percentage of company revenue has remained more or less stable at 11% since 2012. Yet B2B marketers have been complaining about “not having enough budget” since the dawn of time.

Marketing Budget Creation 118

Marketing Budget Creation Marketing Budget Planning Allocation 118

B2B Marketing Directions

OCTOBER 3, 2021

The findings of the August 2021 edition of The CMO Survey were published last month. The CMO Survey is led by Dr. Christine Moorman and sponsored by Duke University's Fuqua School of Business, the American Marketing Association and Deloitte LLP. The CMO Survey is conducted semi-annually, and it provides a wealth of information.

CMO 96

CMO Customer Surveys B2B Gartner 96

B2B Marketing Analytics

NOVEMBER 29, 2020

Among the most interesting trends shaping the modern marketing function is the rise of a new breed of the CMOs called the “Revenue CMO”. The role of the CMO has undergone a radical shift especially in B2B technology companies, which are driving the revolution of this new breed of the CMOs.

CMO 100

CMO Marketing Attribution Multi-Touch Attribution Lead Scoring 100

Crimson Marketing

NOVEMBER 10, 2014

Your company conducts quarterly budget reviews to determine how well projections aligned with performance. The problem is, by the time you analyze those results, you’ve likely already spent too much—or too little—on marketing. Lance Walter is Chief Marketing Officer for Host Analytics and leads the company’s global marketing efforts.

Budget Programs 100

Budget Programs Enterprise Management CMO Planning 100

Martech

OCTOBER 16, 2023

Marketers are feeling much more optimistic this quarter, according to the CMO Survey from Deloitte. The Marketer Optimism Score, which measures marketer sentiment on a scale of 0 to 100, went from 58.3 The survey had 316 responses from marketing leaders at for-profit U.S. Marketing spend. Why we care.

Allocation 124

Allocation Marketing Budget Forecasting Lead Scoring 124

ViewPoint

MAY 13, 2016

How to define a lead and gain agreement is the first of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. In that post I quoted a client and friend who at the time was CMO for a Fortune 100 company.

PointClear 174

PointClear SIC Allocation Ideal Customer Profiles 174

Heinz Marketing

JANUARY 29, 2019

I recently hosted our latest invite-only CMO Roundtable in Seattle. We partnered with Allocadia and our topic focused on Finance and Marketing Alignment with the CFO and CMO. Chris Pick , CMO from Apptio and Samantha Bannister , VP of Finance and Operations from Allocadia were the panelists who provided valuable insights.

CMO 68

CMO Marketing Attribution Work Management Marketing Budget 68

B2B Marketing Directions

AUGUST 15, 2021

Last month, Gartner released the findings of its CMO Spend Survey, 2021. The survey produced 400 responses from marketing decision makers and influencers located in North America, Europe and the UK. The mean percentage of revenue allocated to marketing in 2021 is about the same in both B2B and B2C companies.

Marketing Budget Creation 98

Marketing Budget Creation Marketing Budget Budget Programs Allocation 98

Zoominfo

JUNE 12, 2023

Our session included go-to-market efficiency insights from ZoomInfo CEO Henry Schuck and CMO Bryan Law, as well as Bain Partner Mackenzie Bushy and Dell SVP of Global Sales Operations Prabha Ramakrishnan. Our CMO, Bryan Law, filled out a web form on each of their websites, and only 35% of the companies responded.

Marketing Analytics Tools 130

Marketing Analytics Tools Efficiency Sales Management Product 130

Martech

NOVEMBER 3, 2021

Marketers are placing less emphasis on traditional analytics in favor of operations. “Marketing analytics actually went from #2 to #4 in the last year,” said Hurley, citing Gartner’s CMO Spend Survey. “But it still makes up a large percentage of where marketing teams are allocating their budgets.

Analytics 117

Analytics Allocation Product Work Management 117

Marketri

OCTOBER 9, 2024

Fractional marketing is a model that enables growth-minded companies to obtain precisely the marketing skills and expertise needed to meet aggressive goals. It’s a flexible, scalable, and cost-effective approach to structuring the marketing function, using an outsourced team that delivers a high ROI on the marketing spend.

Paid Search Agency 62

Paid Search Agency Advertising Agencies Top of Funnel Sales Management 62

Unbound B2B

MAY 12, 2025

They may not be ready for the next 9 to 18 months, depending on their buying cycles and marketing budget allocation. So, you’re only left with 5% of your target market ready to buy right now. Finding the balance will depend on your goals and marketing budget allocation. But it goes beyond that.

Marketing Budget Creation 52

Marketing Budget Creation Demand Marketing Budget Sales Qualified Leads 52

Martech

APRIL 27, 2022

The people involved in measuring a company’s marketing activities use technology and software that gathers marketing data, aggregates it, and provides visualizations to help them understand what tactics are working and how best to optimize marketing spend. Types of marketing analytics models.

Marketing Attribution 131

Marketing Attribution Paid Content Marketing Analytics Tools Analytics 131

The Marketing Blender

SEPTEMBER 23, 2019

How to calculate and allocate your marketing budget for the next fiscal year in 2020. Tips for planning next year’s marketing budget before the end of this quarter. In Q4, two different phenomena hit marketing departments—either belts get tightened or a “use it or lose it” mentality takes hold. Who We Are.

Allocation 40

Allocation Marketing Budget Cost per Lead Marketing Budget Creation 40

B2B Marketing Directions

SEPTEMBER 15, 2019

The findings of the August edition of The CMO Survey by Duke University's Fuqua School of Business, the American Marketing Association, and Deloitte were published a few days ago. The latest results are based on responses from 341 marketing leaders at U.S. Marketing Spending On average, marketing expenses amount to 9.8%

CMO 49

CMO Customer Surveys Allocation B2B 49

Martech

NOVEMBER 3, 2021

Breaking down your marketing budget. Recent data suggests that B2C organizations spend an average of 5% to 12% of their revenue on marketing, and B2B puts aside about 8% to 9% of their revenue for marketing spend. Sample SEO budget breakdown. Consider your marketing objectives. Keep in mind.

Budget Programs 120

Budget Programs Spending Paid Search Agency Marketing Budget 120

Adobe Experience Cloud Blog

OCTOBER 15, 2008

Do you know how much to spend on your B2B marketing budget in 2009? How to allocate your budget across programs and headcount? Or how to split marketing programs budget between investments such as events, advertising, and PR? For example: Marketing Investment Trends. Marketing Staff Efficiency.

Forecasting 48

Forecasting Advertising Benchmark CMO Budget Programs 48

Sprout Social

JUNE 24, 2024

In May 2024, it was reported that paid social overtook paid search as having the highest allocation of overall marketing budgets. While this is a strong indicator for media trends in the marketplace, it creates a dilemma and critical question for CMOs that few are equipped to address: “How do we staff against this?”

Paid Content 112

Paid Content Paid Search Agency Paid Social Agency Social Marketing 112

Full Circle Insights

NOVEMBER 10, 2020

But to succeed over the long haul, you have to understand exactly what drives marketing efficiency. Two Keys to Marketing Efficiency — And Success. There are two ways to drive greater efficiency in marketing. Datasheet: The Cost of Not Implementing Marketing Performance Management. Build vs Buy Marketing Analytics.

Marketing Attribution 98

Marketing Attribution Sales Management Lead Ranking Budget Programs 98

The Effective Marketer

AUGUST 10, 2014

A while ago Microsoft went through a big marketing reorganization as well because, as then-CEO Steve Ballmer said, the company wasn’t getting enough ROM (return on marketing spend).. The Right Marketing Structure.

Planning 100

Planning Allocation Business Marketing Management 100

Full Circle Insights

JUNE 16, 2020

To succeed with digital campaigns, you’ve got to have a comprehensive understanding of how campaigns are performing in terms of engagement, cost, effectiveness and revenue so you can allocate spend efficiently to maximize lead generation and demonstrate marketing’s contribution to deals won. Build vs Buy Marketing Analytics.

Lead Ranking 98

Lead Ranking Sales Management Marketing Attribution Enterprise Management 98

Marketing Insider Group

FEBRUARY 5, 2024

Martech) Digital marketing accounts for nearly 60% of marketing spending, as per the AMA’s 2021 CMO survey. Martech) The US Bureau of Labor Statistics forecasts a 10% annual increase in employment for marketing managers over the next eight years. MarketingEvolution) Marketers allocate 15.9%

Paid Content 302

Paid Content Stats Marketing Budget Webinar Metrics 302

B2B Marketing Directions

JUNE 9, 2024

(This month's Research Round-Up discusses some of the major findings found in the Spring 2024 edition of "The CMO Survey" and a set of interesting perspectives from the "2024 Annual Marketing Report" by Nielsen.) Source: Christine Moorman Spring 2024 edition of "The CMO Survey" A survey of 292 marketing leaders at U.S.

CMO 54

CMO Customer Surveys Marketing Report Research 54

Sword and the Script | B2B

APRIL 16, 2024

The authors set out to understand “whether or not” startups “allocate scarce resources to conduct systematic marketing.” Sword and the Script Media can help with B2B marketing, PR and social media. There’s less noise in your niche (or market, if you are setting out to create one).

Startups 118

Startups Peer-to-peer Studies Ideal Customer Profiles 118

Allocadia

MARCH 1, 2018

Marketers and their teams spend months planning and strategizing for the upcoming year, but they often overlook what happens once execution begins. Before a quarter begins, marketers make a heavy investment of time in creating their plans and budgets. Don’t rely on a finance-centric view of marketing spend.

Budget Management 40

Budget Management Spending Work Management Planning 40

The Marketing Blender

JULY 7, 2024

If so, it’s time to consider an outsourced CMO. These seasoned marketing executives offer a cost-effective alternative to hiring a full-time Chief Marketing Officer, bringing a wealth of expertise and a laser-focus on results to your business. What Does an Outsourced CMO Do? What Does an Outsourced CMO Do?

CMO 52

CMO Marketing Budget Allocation Work Management 52

Full Circle Insights

JULY 9, 2020

With no future current participation, we’re seeing a lot of restructuring and planning going on in B2B marketing organizations, where marketing teams are thinking about ways to allocate more of their budget to reinvestments in digital marketing. But what’s the best way to re-plan our B2B marketing budgets?

Marketing Budget Creation 98

Marketing Budget Creation Marketing Budget Lead Ranking Planning 98

Allocadia

MARCH 31, 2019

Our marketers have become more accountable and better stewards of the dollars allocated to them. We can show progress and results in real time.” – Charles Schwab executive in charge of marketing technology. The Problem: No Budget Control. Allocadia Investment Analytics view. Read now.

Work Management 52

Work Management Marketing Management Allocation Budget Management 52

Drew Neisser

JANUARY 27, 2023

It’s no secret that marketing budgets are often the first to be cut when things get tight, but Forrester analysts Barbie Mattie and Nick Buck are here with the cold hard data about why marketing spend correlates directly to business growth. If you want to get involved, you can apply at cmohuddles.com.

Advertising Benchmark 52

Advertising Benchmark Allocation B2B Forrester 52

Top Rank Marketing

JUNE 30, 2023

media spending came from the digital sector during May, 2023 — up from 56 percent a year earlier, as the overall ad spending level increased for the first time in 11 months, according to recent ad index data. MarketingCharts U.S. Ad Index Expands For First Time In 11 Months In May 60 percent of overall U.S.

Paid Search Agency 56

Paid Search Agency Budget Programs Advertising Agencies CMO 56

Full Circle Insights

NOVEMBER 26, 2020

Martech spending increased in 2020 and is expected to remain strong in 2021, as businesses continue to rely on digital channels, especially B2B companies that can’t hold in-person events. A Gartner CMO spend survey found that 68% expect to increase martech investments in the coming months. So, how can CMOs reach out?

Sales Management 98

Sales Management Lead Ranking Marketing Attribution Top of Funnel 98