The Vast Majority of CMOs Expect Their MarTech Spend to Grow - Marketing Charts

Marketing technology spending has come under pressure amid skepticism that marketers’ tools will generate the ROI they’re hoping for. Meanwhile, low utilization of martech stacks’ capabilities hasn’t helped. Yet these headwinds don’t seem to be deterring CMOs around the world from expecting martech budget increases, according to a report [download page] from Tealium and LXA (formerly MarTech Alliance). The global survey of 603 CMOs or equivalents from B2B and B2C organizations with 200+ employees found that 83% expect to increase their marketing technology spending over the next year, for an average budget increase of slightly more than 11%. Perhaps this is due to less concern with martech ROI: 7 in 10 respondents said they can accurately measure the effectiveness of their martech investments, up from 62% last year. Armed with this growing capability and increased spending, marketing technology now accounts for a new high of 30% of respondents’ marketing budgets this year, up from 24%

saved by

• Phương Anh