Five Impacts of CMO Budget Cuts – Gartner 2021 CMO Spend Survey

Webbiquity

According to Gartner’s annual CMO Spend Survey, as reported by Laurie Sullivan in MediaPost , “Marketing budgets as a percentage of revenue fell to their lowest level in recent history…Marketing budgets as a proportion of company revenue fell from 11% in 2020 to 6.4%

Martech jumps to 29% of the CMO’s budget in Gartner’s 2018-2019 survey

chiefmartech

When Gartner’s annual CMO Spend Survey for 2017-2018 came out last year, many people seized on the fact that the money CMOs allocated for marketing technology had dropped to 22% of their budget , on average, down from 27% the year before. But if you were concerned — or hopeful, for those naysayers out there — that martech was waning, Gartner’s new CMO Spend Survey for 2018-2019 delivers evidence to the contrary.

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Three Key Takeaways from Gartner's New CMO Survey

B2B Marketing Directions

Gartner has just published the results of its 2019-2020 CMO Spend Survey. The Gartner study produced several valuable data points, but I want to focus on three takeaways that I found particularly interesting. Marketing Budget Growth Gartner's survey indicates that marketing budgets will come in at 10.5% This agrees closely with the August 2019 edition of The CMO Survey , which found that current marketing budgets represent 9.8% Top image source: Gartner, Inc.

xiQ recognized as a cool vendor in technology marketing 2021 by Gartner

xiQ

Redwood City, California, June 29, 2021- xiQ , an AI-powered B2B sales and marketing platform, has been named a Cool Vendor in Technology Marketing 2021 by Gartner Inc. Whereas a report for a CMO may include insights that show an influencing personality that appreciates collaboration.

xiQ Recognized as a Cool Vendor in Technology Marketing 2021 by Gartner

xiQ

Redwood City, California, June 29, 2021- xiQ , an AI-powered B2B sales and marketing platform, has been named a Cool Vendor in Technology Marketing 2021 by Gartner Inc. Whereas a report for a CMO may include insights that show an influencing personality that appreciates collaboration.

CMO Marketing Trends for 2022 – Part 2

TrueInfluence

CMO’s can use this shift to their benefit by leveraging high-quality intent data to: Resolve Identity of a company showing intent Understand buyer personas, then target appropriately at high value intending companies. A Gartner study reveals that organizations use just 58% of their tech stack.

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Top Challenges Facing Today’s CMO

DivvyHQ

As a CMO, you feel tremendous pressure from the board, sales, customers and just about everyone in your company. In Gartner’s CMO Spend Survey , customer experience was found to be one of the top three elements CMOs considered vital to their strategies. Thus the job of the CMO now includes culture and being a true change agent. As a CMO, your in-house creative team is vital to marketing success.

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Follow the money: CMO budgets for martech and marketing operations

chiefmartech

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.

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Are CMO Ambitions Too Low?

Marketing Insider Group

In 2012 Gartner predicted that by 2017 marketing would have a bigger IT budget than IT. In fact, a Gartner analyst pointed out that that the reporting structure for IT determined its focus. But under the CMO, the CIO will focus on systems of engagement and the customer while providing a holistic view on how the IT function can be a strategic differentiator for the company. The post Are CMO Ambitions Too Low? Ambitious CMOs focus on building credibility for their team.

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Gartner Research Maps the Landscape of Marketing Operations

B2B Marketing Directions

Image Source: Gartner, Inc. Gartner recently published the findings of the 2020 Gartner Marketing Operations and Organization Survey. Therefore, Gartner contends that the marketing operations role resembles that of a "chief of staff" whose primary job is to support the CMO.

Gartner shares latest data on enterprise marketing tech spend

chiefmartech

Gartner recently released their CMO Spend Survey 2016-2017. It’s also received due fanfare because it shows that Gartner’s once flabbergasting prediction from back in 2012 — that by 2017 CMOs would spend more on technology than CIOs — is on track to be proven true. It’s worth noting that Gartner only surveyed enterprises (n=375) with at least $250 million in annual revenue. Looking for the latest data on enterprise marketing technology spend?

Gartner Indicates Seven Future CMO Spending Trends in Their Latest Survey

Conversica

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B2B Findings From "The CMO Survey" - Part 1

B2B Marketing Directions

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. Top image source: The CMO Survey.

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CMO’s…It’s Time to Align with Your CIO

ANNUITAS

Gartner’s projection that the CMOs would spend more on technology by the year 2020 grabbed quite a bit of attention and seemed to bolster CMO’s and their quest to spend more. The marketing technology landscape is massive and certainly technology is needed in order for CMOs to do their jobs effectively – but just because the CMO is soon to be spending more on technology does not mean that the CIO is irrelevant to the mission of a marketing department.

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Gartner Indicates Seven Future CMO Spending Trends in Their Latest Survey

Conversica

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Susan Ganeshan, Clarabridge CMO: 3 Ways Customer Experience and Real-Time Insights Creates Winning Brands

Crimson Marketing

According to Gartner, just a few years ago, the number of companies for whom customer experience was the key point of competition was in the 30% range. By 2016, Gartner predicts, that figure will have risen to a whopping 86%. Susan Ganeshan, CMO of customer experience management platform Clarabridge, joins Moneyball for Marketing to discuss how to reap the benefits of listening to customer feedback.

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CMO's Corner: Gartner Analyst Jake Sorofman on What Keeps CMOs Up at Night

Hubspot

To help fellow CMOs find answers to some of these important issues, I chatted with Jake Sorofman , Research Director at Gartner. At Gartner, Jake analyzes digital marketing strategy, trends, and best practices for Gartner''s Marketing Leader practice. And he''s not just an expert in the digital landscape -- he''s actually been a CMO himself. Prior to his tenure at Gartner, Jake was a founding partner at Marketlever and a CMO at rPath.

Mission Impossible: Making Hard Choices as a First-time CMO (Part 2)

DiscoverOrg Sales

Fear isn’t a luxury the CMO can afford. Today’s CMO position – “ a minefield where many talented executives fail ” – requires the courage of conviction to survive. If you’re a first-time CMO, this goes double. A fearless CMO has the courage to honestly assess what’s working and what isn’t, and make changes where needed. But a CMO with staying power has an obligation to drive real innovation and momentum. Neither is hesitation.

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Trust Me I’m a CMO and Other Things Your CFO Doesn’t Want to Hear

Allocadia

Speakers: James Thomas | CMO, Allocadia. Bryan Semple | CMO, SmartBear. According to Gartner, you’ve got up to 12% of company revenue (on average) to spend. That means every CMO must be prepared to answer questions such as: “Are we driving leads and real revenue?

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Hot off the Press: Empowered CMO Network 2021 Report

6sense

So when it came time to reconvene women B2B marketing leaders for our Empowered CMO Network gatherings, as we’ve done the past few years alongside co-sponsors SEBA International, Medallia, Allocadia, PathFactory, and Blast Media, it was just a matter of how, not if.

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Why today’s CMO is tomorrow’s CEO

Martech Advisor

Being the CMO is an entirely holistic job. In fact, all of this makes being a CMO pretty good training for the future CEO. If you’re a marketer, you might think that becoming a CMO is the ultimate accomplishment, the thing that we are all striving for.

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Prediction Series 2019: Interview with Latane Conant, CMO, 6sense

6sense

We had a case study breakout session at the Gartner Sales & Marketing event to discuss the importance of Artificial Intelligence for executing ABM at scale, and ultimately competing and winning in the age of B2B buying, which requires a much more data-driven approach to Sales and Marketing.

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Your Marketing: Is it the Love Child of Warren G. Harding?

Marketing Craftmanship

For example, drive a successful effort to get your company’s whiz-bang technology included in a respected industry benchmark such as the Gartner Magic Quadrant (ideally, without paying Gartner’s hefty subscription fee), and watch the marketing department’s stature rise internally. Uncategorized 29th President CMO Role CMO tenure Gartner Magic Quadrant NanBritton out-of-wedlock daughter President's Mistress Presidential Love Child Teapot Dome Warren G.

Oxford University Press former CMO weighs in on martech challenges, trends, and predictions

ClickZ

According to Gartner, tech spend went down this year and I think this is because people aren’t using the tools they have to the their full advantage.”. The post Oxford University Press former CMO weighs in on martech challenges, trends, and predictions appeared first on ClickZ.

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[Research Round-Up] B2B Highlights from "The CMO Survey" - The Impact of Marketing Analytics and "Working from Home"

B2B Marketing Directions

Source: "The CMO Survey" (Christine Moorman, 2022) (This month's Research Round-Up continues my review of selected B2B findings from the September 2022 edition of "The CMO Survey."

How To Plan Your B2B Marketing Budget Like A CMO Pro

Marketing Envy

A Gartner report found that more than 44% of CMOs faced midyear budget cuts because of COVID-19, and almost 11% experienced cuts of over 15%. How do you plan when your marketing (and beyond) world spins at an unprecedented pace?

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Lance Walter, Host Analytics CMO: Quarterly Financial Planning: How to Budget Better By Understanding Marketing Intelligence [Podcast]

Crimson Marketing

As Lance Walter, CMO of financial intelligence technology company Host Analytics suggests, there is a better way. He ought to know—his company’s marketing budget is already 3 times greater than its technology budget—a turn of events Gartner predicts will only begin to proliferate widely after a couple more years. The post Lance Walter, Host Analytics CMO: Quarterly Financial Planning: How to Budget Better By Understanding Marketing Intelligence [Podcast] appeared first on.

6sense CMO Releases Second Edition of Next-Generation Sales and Marketing Playbook, “No Forms. No Spam. No Cold Calls.”

6sense

As CMO of 6sense, Latané is passionate about empowering marketing leaders with effective technology, predictive insights, and thought leadership so they can confidently lead their teams, company, and industry into the future.

CMO Coffee Talk ‘Aha! Moment’: 5 Best Practices to Maximize Analyst ROI

6sense

Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. .

CMO Coffee Talk ‘Aha! Moment’: The New Buying Committee Wears … Skinny Jeans?!

6sense

Editor’s Note: CMO Coffee Talk is an open space for more than 1,300 CMOs to come together weekly with their peers and discuss timely, crowd-sourced topics. Matt Heinz of Heinz Marketing co-hosts these dynamic, illuminating conversations with 6sense CMO Latané Conant. .

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CMO Spend in the Current Economic Climate and Plans for 2021

V12 Data

In recent researched conducted by Gartner , 44% of CMOs surveyed in April and May 2020 said they are facing midyear budget cuts in 2020 as a result of the pandemic. The post CMO Spend in the Current Economic Climate and Plans for 2021 first appeared on V12.

Infographic: The DNA of a Modern CMO

Contently

“As the roles of marketing and the chief marketer expand, it will become critical for CEOs to ensure that they have the right person as CMO, to understand fully how customers are changing, and to become more involved in developing new marketing capabilities across the company.” The stat marks a reversal over years past, when CMO turnover had led to shorter stints. According to Gartner, 62 percent of brands report that all digital commerce now rolls up to the CMO.

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Buyers want industry navigators — not just thought leaders

Mereo

In fact, in a recent Gartner Inc. Gartner found that buyers were more likely to engage in high-quality, low-regret deals when they had higher confidence in the information provided and low doubt of the seller. Serving a buyer does not manifest itself in sellers providing buyers boatloads of information, as Gartner has found. Article Marketing Sales chief sales officer CMO CSO Gartner thought leadership trusted advisor

Five New Year’s Resolutions for the CMO

ANNUITAS

When he concluded his assessment, I asked, “What does your CMO (his boss) think of all of this?” Unfortunately, this sentiment isn’t limited to this isolated lunch conversation, but one that highlights the lack of effectiveness in many CMO offices today. This CMO effectiveness void is being felt in many organizations and could not come at a worse time for marketers, or even businesses in general. Here’s to hoping that 2012 will be remembered as the “Year of the CMO”.

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Is Brand Building Becoming Cool in Marketing Again?

Sword and the Script

Gartner survey finds brand strategy the most vital capability. Brand strategy” was cited as more important than any other marketing capability according to the 2020 CMO Spend Survey by Gartner. Marketing B2B marketing branding brands CMO

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Marketers increase spending in paid social in 2017 – is it smart?

i-Scoop

Content marketing Opinion Research Social marketing Chris Pemberton CMO spend CMO Spend Survey 2016-2017 digital advertising digital commerce digital detox Facebook fake news FFForget Gartner Kaspersky Millennials Ofcom organic social paid social media social content marketing The Communications Market Report Treem Twitter website spendingSocial media and social networks have come a long way since the early days of Facebook and Twitter.

CMO Coffee Talk with Play Bigger – Recap and Q&A, as seen on PlayBigger

6sense

Play Bigger’s Dave Peterson was the special guest on a popular weekly live broadcast called CMO Coffee Talk (which airs live at 8am on both the East and West coasts), hosted by 6sense and Heinz Marketing. And categories were outsourced to the domain of companies like Gartner, Forrester and IDC. Then we all saw how great legendary companies like Apple, Salesforce, and Amazon proved you can move category definition and strategy from Gartner back to the executive suite.

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6 Essential Skills Every CMO Should Have in 2015

Hubspot

And, until recently , the average CMO was destined for a much shorter than average tenure. The Economist calls this the age of the “entrepreneurial CMO” where a new generation of marketing chiefs will emerge, professionals known for their speed, agility, technological savvy and ability to scale on a tight budget. At the helm of this data-driven marketing initiative is the CMO. Today’s CMO is no longer just the leader of the marketing department.

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The business case for a strong CMO-CIO partnership: A guide

Full Circle Insights

In the Gartner CMO Spend Survey , nearly 70% said they expected to increase martech investments over the next 12 months. Another point in favor of more CMO-CIO collaboration: there’s evidence that it increases revenue. Building a Solid Case for Attribution to the CMO.

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Why the Digital CMO Is Already Obsolete

Hubspot

It’s an understatement to call a CMO’s role exciting. As Jake Sorofman, research director with Gartner for Marketing Leaders, writes for the Harvard Business Review , the multibillion-dollar online advertising economy is giving rise to a new type of marketing leader. Sorofman makes a powerful argument: that the digital era is defining the role (and persona) of the enterprise CMO. The digital CMO needs to evolve into an inbound CMO.

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