Interesting article from Gartner, which shows after years of budget growth which often funded investments in Martech it is "payback time" for Marketers.
While our Twitter polls don't quite have the sample size as this research we certainly find this is the number one impact that Marketing departments now need to make. That is the connection between "marketing" and revenue. We also find that most Marketers are saying they are getting pretty good at it. Maybe as my school report always said "Tim works hard, but could do better". Food for thought.
After three consecutive years of increases, marketing budget growth stalled in 2017-2018. Budgets slipped from a peak of 12.1% of company revenue in 2016 to 11.3% in 2017, according to the Gartner CMO Spend Survey 2017-2018. Marketing leaders must now justify past budget commitments and show the returns they deliver to ensure the future fiscal health of marketing.