"Marketing leaders are facing a new reality: the costs of running multichannel campaigns are rising at an unprecedented rate. Expenses tied to technology, labor and media are ballooning, fueled by the sheer volume of campaigns and the shift to consumption-based pricing models for marketing technology. CMOs and marketing leaders with the highest marketing technology spend were nearly 2x as likely to report significant over or under buying of consumption based technologies, per Gartner's 2025 CMO Spend survey."
"As brands strive to reach customers across more channels - social, email, search, display and beyond-the complexity and frequency of campaigns have soared. At the same time, marketing technology vendors are moving away from flat-rate pricing to models that charge based on actual usage. This means every additional campaign, every new segment and every piece of personalized content can drive up costs in difficult ways to predict and control."
Multichannel campaign volumes and frequency have increased significantly, driving higher expenses for technology, labor and media. Consumption-based pricing models for marketing technology convert campaign activity into direct cost drivers, making spend unpredictable. Organizations with the highest martech spend are nearly twice as likely to misjudge consumption-based purchases, reducing visibility into true operating costs and obscuring ROI. Martech's share of company revenue is lower than in 2022, compressing budgets while costs rise. Leaders face heightened pressure to maximize every dollar. One practical approach is breaking campaign operations into component steps and applying unit cost analysis to each phase.
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