The Future of CX with Larry Ellison
CMOs should be measured by their results, not their spend
“Budgets recede amid demand for results.” That’s Gartner’s headline on their latest CMO budget research report.
Kudos to Gartner for continuing to track the growth of CMO technology spend and to their PR team for the dramatic spin — but, honestly, who cares? I certainly don’t, and it’s not just because I’ve had to dedicate a good-sized chunk of that “receding” budget to their services.
Gartner’s thesis is that CMO budgets should continue to grow as overall revenue increases and that a dip in the percentage of revenue spent on marketing is a troubling sign. That’s where I call foul.
I realize I’m no economist, so let’s take a moment to understand Gartner’s position.
[Read the full article on MarTech Today.]
From our sponsors: CMOs should be measured by their results, not their spend
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