INTERVIEW: How have budget cuts affected the way marketers think?
As marketing budgets grow once again as we start to emerge from the pandemic, some ‘quick fixes’ have turned out to be long term solutions.
Over the last year, growing expectations have been met with shrinking budgets for marketers. Industry-wide cut-backs have resulted in a dramatic decrease in spending and, despite pandemic recovery efforts beginning, this isn’t something that’s likely to change anytime soon. In fact, last month, Gartner’s CMO Spend Survey revealed the mean percentage of total company revenue allocated to marketing in 2021 is 6.4 percent, down from an average of 11 percent in 2020.
In light of this, Performance Marketing World spoke to Esther Flammer, Head of Wrike Marketing at Citrix, to find out more about how the pandemic has impacted the industry and what comes next for marketing teams.To access please sign in.