CMO: What Budget Challenges to Address in 2023?

The turbulence of the macro business environment has never been more evident, with simultaneous threats (inflation, recession risk, supply chain fragility) and opportunities (digitalisation, AI, new channels) creating a uniquely complex planning context for CMOs.

Key findings from the Gartner study

• Marketing budgets as a percentage of total revenue reached a 10-year low;
• CMOs are under pressure to prove ROI on every dollar spent;
• Digital channels continue to take share from traditional media.

Our recommendations for CMOs in 2023

• Prioritise measurable channels with clear attribution;
• Protect brand investment even under budget pressure — the long-term cost of cutting awareness spend is high;
• Invest in first-party data to reduce dependence on third-party cookies.