Garter-2019-2020年首席营销官CMO支出年度报告（英文）34页_1mb

Gartner® CMO Spend Survey 2019-2020 Summary

Core Content

This report from Gartner highlights the state of marketing budgets and strategies in North America and the U.K. for the 2019-2020 period. It analyzes how CMOs are allocating their budgets, their confidence in future economic conditions, and the evolving role of marketing capabilities such as analytics, martech, and digital channels.

Key Findings

• Marketing Budgets Decline: Marketing expense budgets in North America and the U.K. dropped to 10.5% of company revenue in 2019, down from 11.2% in 2018. This marks a shift from flat growth to negative growth.
• CMO Confidence Remains High: Despite the drop in budgets, CMOs remain optimistic about future performance. 88% believe the economic and business climate will have a positive impact on their company's ability to meet business goals over the next 18-24 months.
• Strategic Focus on Analytics and Marketing Operations: Analytics and insights continue to be the most strategically important capabilities, while marketing operations is rising in prominence.
• Agency Spend Still Significant: Agency investments account for almost 22% of the total marketing budget, showing that the trend of moving capabilities in-house is not as strong as previously thought.
• Martech Investments Decline: Martech spend fell by 3 percentage points year-over-year, from 29% to 26%, indicating a shift in investment priorities.
• Digital Channels Dominate: Paid media spend increased to 25% of the marketing budget, with digital advertising being the primary component. Search, social, and display ads are the main drivers of this growth.
• Offline Media at Risk: CMOs are less confident in maintaining offline media spend during economic uncertainty, with only 16% expecting to increase it and 32% anticipating a decrease.
• Variability by Industry and Business Model: Confidence levels vary by industry and business model. High tech CMOs are the least optimistic, while travel and hospitality and consumer products CMOs are the most confident.
• CMOs Lack Strategic Insight: Only 12% of CMOs cite cost management as a top business priority, suggesting a lack of preparedness for potential economic downturns.

Main Recommendations

• Build a Budgetary Benchmark: CMOs should look at long-term budget trends and their drivers, rather than just comparing year-over-year changes.
• Audit Environmental Indicators: Identify gaps in knowledge of internal and external factors that affect strategic planning, decision-making, and optimization.
• Optimize Agency Spend: Use Gartner's cost optimization model to improve efficiency while maintaining strong relationships with key partners.
• Prioritize Hiring Martech Generalists: Ensure the team has the skills to manage fast-changing customer demands and support data integration.
• Build Budget Scenarios for Media Channels: Allocate investments based on objectives and audience insights, not assumptions of efficacy.
• Reassess Marketing Mix Efficacy: Evaluate the performance of all channels, including newer ones, to ensure they align with current market conditions and business goals.
• Focus on Data-Driven Marketing: Ensure that marketing analytics investments are matched with outcomes and that data scientists are used effectively for strategic purposes.

Key Insights

• Budgetary Challenges: Although CMOs are optimistic, the drop in marketing budgets to their lowest levels since 2014 indicates potential future challenges.
• Economic Uncertainty: CMOs are not fully prepared for the possibility of a global recession, with many relying on internal metrics rather than broader economic indicators.
• Role of Analytics: Analytics is the top investment area, at 16%, but there is a mismatch between investment and output, with data scientists often engaged in operational tasks.
• Agency and Martech Balance: While agency spend remains high, martech is declining, suggesting a shift in how marketing capabilities are being resourced.
• Digital Dominance: Digital channels are the main focus for paid media, with 25% of the total marketing budget allocated to them, and CMOs are doubling down on digital advertising.
• Strategic Maturity: There is a clear need for greater strategic maturity in how marketing programs and capabilities are managed, especially in the context of data-driven initiatives.

Conclusion

CMOs are navigating a complex landscape where budgets are declining, but confidence in the future remains high. The report underscores the importance of strategic planning, environmental analysis, and the effective use of data and analytics to drive marketing success. It also highlights the need for a balanced approach to agency and martech investments, and a more realistic assessment of the effectiveness of different marketing channels.