We’re all being asked to deliver bigger, better results with less investment. A friend of mine who’s a marketing leader at a B2B fintech told me last week that her company slashed her budget by 40% — but kept targets the same. Sadly, she’s not alone. As Gartner’s 2023 CMO Spend and Strategy Survey outlines, 71% of CMOs said they lack the budget to fully execute their strategy this year. Three-quarters say they face “increased pressure to do more with less.” This trend is set to continue.
Other pain points include proving that the marketing function directly contributes to revenue growth, creating better leads, having a better view of the customer across the business and increasing conversion.
