Gartner Survey Reveals Almost A Third Of Marketing Budgets Are Spent In Pursuit Of Operational Excellence, Yet Yield Inconsistent ROI
Gartner News, February 8th, 2023
Marketers Achieve Limited Success with MarOps Investments, Putting Enterprise Growth at Risk in Uncertain Climate
With marketing dollars under scrutiny, a Gartner, Inc. survey revealed that 31% of marketing budgets are spent on the pursuit of operational excellence, despite having inconsistent impact on overall organizational performance.
Gartner surveyed over 400 marketing operations (MarOps) leaders between August and October 2022 to find that 94% of marketing organizations are formally pursuing operational excellence (e.g., improving processes, building new capabilities). This indicates an acceleration of investment since 2020, when only 49% of marketing organizations surveyed had a dedicated MarOps leader.