The End of Averages for Marketing Budgets

For marketers, budget averages have long equaled spending power — or vulnerability. When budgets are below average, CMOs seek more funding. When budgets are above average, CFOs seek to tighten the belt. However, the authors argue that marketing-budget averages can be misleading. Here’s what they learned about how marketing budgets break down across several more-specific factors — and how to make better comparisons — through their analysis of data from The CMO Survey.