Observed Signal · Jun 6, 2022 · Research Report · Source: CMSWire · Impact: 3/5 · Sentiment: Positive
CMOs Optimistic Despite Budget and Capability Gaps
An analysis of Gartner's 2022 CMO Spend and Strategy Survey shows chief marketing officers remain optimistic despite inflation, supply chain disruptions and geopolitical uncertainty. Marketing budgets rose to 9.5% of company revenue in 2022, up from 6.4% in 2021 but still below the pre-pandemic average of 10.9%. Digital channels account for 56% of marketing spend, led by social advertising, paid search and digital display, while offline channels rebounded to 44% of budgets. However, 58% of CMOs say their teams lack the capabilities needed to deliver their strategy, with gaps in data and analytics, customer understanding and marketing technology. Talent competition remains intense, with LinkedIn reporting 1.3 million marketing jobs posted in 2021. Gartner analysts caution that budget growth may erode amid economic uncertainty.
Annual Gartner CMO spend survey provides key indicators for marketing budget growth, digital/offline channel allocation, and capability gaps, directly relevant to AdTech and MarTech investment.
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Key Takeaways & Evidence Grounding
- Gartner's 2022 CMO Spend and Strategy Survey was conducted between February and March 2022.
- Marketing budgets rose to 9.5% of total company revenue in 2022, up from 6.4% in 2021.
- Digital channels account for 56% of marketing spend, led by social advertising, paid search and digital display.
- 58% of CMOs report their teams lack the capabilities required to deliver their marketing strategy.
- LinkedIn reported 1.3 million-plus marketing jobs posted in 2021 and 618,000 marketing job departures.
Connected Companies & Entities
2 Entities mapped“According to the annual Gartner 2022 CMO Spend and Strategy Survey conducted between February and March....”
“LinkedIn's global data on marketing jobs in March found a 374% growth in marketing jobs in 2021 and 1.3 million-plus marketing jobs posted....”
Ontology Mapping & Concepts
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