根据Gartner 2025 CMO支出调查，尽管市场营销预算稳定，但CMOs面临潜在的预算削减压力。调查显示，59%的CMOs认为预算不足，他们正在寻求通过技术，尤其是AI，提高生产力和优化营销活动。
According to the Gartner 2025 CMO Spend Survey released today, marketing budgets this year are at 7.7% of revenue, which is a grim outlook amid potential recession and budget cuts.
“While marketing budgets have stabilized, marketing spending has stalled at a level that many CMOs find inadequate,” Ewan McIntyre, VP analyst and head of research in Gartner’s Marketing Practice, stated in a statement. “Given the macroeconomic uncertainties ahead, CMOs are now facing the possibility of year-end budget cuts.”
CMOs were already under pressure with 59% saying they didn’t have the budget to execute this year’s strategies. However, there is some good news: that figure has decreased by five percentage points from 2024.
With no additional funding on the horizon, CMOs are doing everything they can to boost productivity and squeeze more value out of static budgets. This means placing greater emphasis on technology, particularly AI, for optimizing campaign performance and automating tasks.
Fortunately, marketing is one of the leading business functions when it comes to achieving ROI from genAI (generative AI). CMOs said that the technology improved efficiency in terms of time (49%) and costs (40%), while also increasing capacity to produce more content or handle more business (27%).
Furthermore, 22% reported that the technology is reducing reliance on external agencies for creativity and strategy building. Thirty-nine percent indicated they plan to cut agency spending by eliminating unproductive relationships, streamlining agency rosters, and renegotiating agency contracts and scopes of work.
Of course, productivity gains make it easier to save money by using fewer employees, something 39% of those surveyed said they are planning to do.
Paid media continues to dominate marketing spend, accounting for 30.6% of marketing budgets or 2.4% of company revenue. However, with media price inflation, CMOs are getting less bang for their buck.
方法论
The survey was conducted in February and March 2025 among 402 CMOs and other marketing leaders primarily from companies with over $1 billion in annual revenue.
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