Campaign Contributions: 45% Of Marketing Budgets Spent On Campaigns (New Report)

What percentage of your marketing budget goes toward your campaigns?

If you’re like the marketers surveyed late last year by Gartner, just under half goes to media buying and campaigns, while the rest is allocated for technology or transformation.

(Source: Gartner, via MediaPost)

“While 44.5% of the total marketing budget is spent on campaigns and media plans, the majority of CMOs are dissatisfied with campaign performance,” the Gartner press release says. “On average, 87% of CMOs report they experienced campaign performance issues in the last 12 months, with 45% reporting that they sometimes, often, or always had occasion to terminate campaigns early in the last year due to poor performance.”

Gartner’s Channels and Campaign Management Survey found 31% of marketers believed finance was the “function that most impedes successful execution of marketing campaigns, followed by executive leadership (26%) and sales (26%).” Elsewhere, the report found that 27% of CMOs used limited or no genAI in their campaigns, though 47% of those who did use it for evaluation “report a large benefit.”

“High performing marketing organizations are integrating GenAI at a faster pace than their peers,” the press release says. “High performers were organizations that were 1.3x more successful in overachieving year-on-year profit growth margins and were able to meet or exceed all their marketing objectives related to customer acquisition, customer retention, and revenue growth from existing customers.”

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