Chief marketing officers are grappling with stagnant budgets that are expected to hold at 7.7% of revenue in 2025, a decrease from 11.3% from 2015 to 2019. Gartner's research surveyed over 400 marketing leaders, revealing that only 30% feel adequately funded to implement their strategies. With pressures to achieve more with less, many CMOs plan to cut investments in staff and agencies. Increasing costs for paid media are eroding returns, leading to widespread concern about the effectiveness of marketing campaigns.
"CMOs are getting less for each media dollar they spend as the cost of advertising increases. Meanwhile, return on ad spend and ROI concerns persist, with 55% of marketing leaders frequently reporting that their campaigns failed to drive desired sales to fully justify their investment."
"While marketing budgets have stabilized, marketing spending has stalled at a level that falls short for many CMOs," Ewan McIntyre, a vp analyst and chief of research for Gartner's marketing practice, said in a statement.
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