Marketing Budget Growth Stalls

As reported in DestinationCRM.com, the most recent “CMO” Spend study by Gartner showed marketing budgets falling from a high of 12.1% of company revenue in 2016 to 11.3% in 2017. While cuts have varied across industries, retail and manufacturing were the hardest hit. While retail is going through some major changes, the study suggests that “manufacturing is adapting to emerging yet complex B2B2C opportunities”.

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The Gartner study suggests that in order to stop a downward trend, marketing leaders need to deliver value to the business and demonstrate that value. The article offers some questions that marketing needs to be prepared to address:

• What are the programs that are actually delivering net business value?
• What are the items that we should just not be doing any longer?
• How do we better tie our budgets to performance?

Great questions that you or your clients' CRM and Marketing Automation systems should be helping you answer. If not, ask us how.