CMOs should be measured by their results, not their spend
“Budgets recede amid call for for effects.” That’s Gartner’s headline on their newest CMO funds analysis file.
Kudos to Gartner for proceeding to trace the expansion of CMO generation spend and to their PR workforce for the dramatic spin — however, in truth, who cares? I surely don’t, and it’s now not simply because I’ve needed to commit a good-sized chew of that “receding” funds to their products and services.
Gartner’s thesis is that CMO budgets will have to keep growing as general income will increase and dip within the proportion of income spent on advertising is a troubling signal. That’s the place I name foul.
I notice I’m no economist, so let’s take a second to know Gartner’s place.
Critiques expressed on this article are the ones of the visitor creator and now not essentially Advertising and marketing Land. Personnel authors are indexed here.
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