The State of Marketing Budget and Strategy 2022

Insights From Gartner’s Annual CMO Spend Survey

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    Following record lows last year, how have marketing budgets recovered?

    CMOs and Marketing Leaders must allocate their marketing budgets to focus on growth amid financial and geopolitical uncertainty. And set a marketing strategy that re-prioritises channels, programmes and resources to remain competitive and efficient. The findings from Gartner’s annual CMO Spend survey capture the state of marketing budgets in 2022.

    Use The State of Marketing Budget and Strategy 2022 as your essential guide to benchmark your marketing budget against peers and competitors, and to act on data, insights and predictions to lead you confidently into the future.

    This guide, based on the findings of Gartner’s Annual CMO Spend Survey 2022, will outline:

    • how CMOs are prioritising their marketing budgets in 2022;
    • which industries are seeing the biggest changes to their marketing budget;
    • how fiscal and geopolitical uncertainty is impacting overall marketing budget trends; and
    • how talent and capability challenges are impacting marketing’s resource mix.

    The State of Marketing Budget and Strategy 2022: insights from Gartner’s Annual CMO Spend Survey fuels CMOs and Marketing leaders with top-line marketing budget, marketing strategy and martech investment trends to watch for. Following record lows in 2021, this year’s marketing budgets as a percentage of company revenue have climbed from 6.4% to 9.5% in 2022 but still lag behind pre-pandemic spending, according to Gartner’s Annual CMO Spend Survey 2022.

    Webinar: The Gartner CMO Spend Survey 2022: The State of Marketing Budget and Strategy

    2022 marketing budgets have climbed from 6.4% to 9.5%

    How are your 2022 marketing budgets placed compared to your peers?

    Attend our upcoming complimentary webinar to discover major shifts in marketing investment and spending, reasons for re-prioritising marketing efforts and gain real-world CMO input about innovation and marketing transformation when faced with budgetary challenges.

    Review Last Year’s Findings

    eBook: The Role of Marketing in Digital Transformation and Innovation

    Use this eBook to discover how marketing innovation can be your path to growth. Find out how much marketing budget CMOs are allocating for marketing innovation and the programmes that marketing innovation investments support.

    Infographic: The State of Marketing Budgets 2021

    Use this marketing infographic to see the top trends and data points that are driving the actions of CMOs and marketing leaders as they readjust resources to maximise shrinking budgets.

    Webinar: Gartner CMO Spend Survey 2021: Re-prioritise Spending to Fuel Post-pandemic Growth

    This complimentary webinar breaks down the results of Gartner’s Annual CMO Spend Survey 2021 and helps you reappraise the marketing budgets and resources you have at your disposal to fund growth and recovery.

    FAQs related to The State of Marketing Budgets and Strategy 2022: Insights from Gartner’s Annual CMO Spend Survey

    The CMO Spend Survey is an annual survey to understand the marketing organisation’s strategic priorities and budget allocations every year. In 2022, the research was conducted online among 405 respondents, who were required to be involved in decisions pertaining to setting or influencing marketing strategy and planning, as well as to be involved in aligning marketing budget/resources. Seventy-four per cent of the respondents came from organisations with $1 billion or more in annual revenue. The respondents came from a variety of industries: financial services, tech products, manufacturing and consumer products to name a few.

    Gartner for Marketers provides tools to manage and fund growth. We can help you decide what to cut, where to invest and what to protect with our Strategic Cost Optimisation resources

    The annual State of Marketing Budget and Strategy research looks at the top-line marketing budget and highlights:

    • data that can help CMOs and marketing leaders like you to benchmark their marketing budget with industry and peers;
    • how your marketing channel spending priorities measure up against respondents to this year’s survey;
    • the programmes and operational areas that marketing’s budget supports; and
    • budget allocations across marketing’s major resources: people, media, agencies, and technology.

    The CMO Spend Survey allows you to benchmark your marketing spend to see how you stack up against your peers and competitors. You will see marketing spend trends and gain insight into what your peers are focussing on so you can better benchmark, allocate spend, prioritise and build your marketing strategy, and better prepare for marketing budget planning.

    A marketing budget outlines the total money that an organisation needs to spend on its marketing. This can include branding, paid advertising, email marketing, web content, marketing organisation and martech solutions.

    The State of Marketing Budgets Survey 2022 reports that budgets have recovered somewhat, with the average across industries increasing from 6.4% of company revenue to 9.5%. While this represents a significant climb-back, budgets still lag behind pre-pandemic levels—the average budget between 2018 and 2020 was 10.9%.  Your marketing budget depends on your industry—with average marketing spending increasing across almost all the industries surveyed, with some significant differences. Check the research for more information.

    The latest CMO Spend Survey 2022 highlights that just as Western markets are released from COVID-19 restrictions, a plethora of geopolitical, cultural and fiscal challenges emerge, which is not the new normal that the CMOs were promised. The survey captures the priorities of CMOs as they grapple with a range of macroenvironmental, social and political realities.

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