Industry surveyGartner, 2025

Marketing budgets ranged from 5.8% to 9.7% of company revenue across industries in 2025, with consumer products highest and IT and business services lowest

Channel mix & planning

Marketing budget as a percent of total revenue by industry, 2025

Marketing budget as a percent of total revenue by industry, 2025
Industry	2025 (%)
Consumer products	9.7%
Manufacturing	9.5%
Pharma	9%
Media	8%
Insurance	7.5%
Financial services	7.2%
Retail	7.1%
Tech services and products companies with over $250M revenue	7.1%
Travel and hospitality	6.7%
Healthcare	5.9%
IT and business services	5.8%

Reader Note:: 2025 means, as a percentage of company revenue: consumer products 9.7%, manufacturing 9.5%, pharma 9.0%, media 8.0%, insurance 7.5%, financial services 7.2%, retail 7.1%, tech services and products companies over $250M revenue 7.1%, travel and hospitality 6.7%, healthcare 5.9%, IT and business services 5.8%. Samples run from 31 to 52 respondents per industry, except the tech group at 234.
Evidence:: Self-reported behaviour
Vendor interest:: Low
Sample:: Gartner CMO Spend Survey respondents across 11 countries and 10 major industries; mix of 42% B2B, 23% B2C, and 35% even mix B2B/B2C; mean annual revenue $5.7B. Some breakout charts show industry sample sizes such as consumer products (n=43), manufacturing (n=52), pharma (n=32), financial services (n=50), retail (n=36), insurance (n=43), media (n=31), healthcare (n=42), travel and hospitality (n=37), and IT/business services (n=36).

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A rough sense of size and direction, and deciding what to look at first.

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Exact numbers, or saying that one thing caused another.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source says how much it looked at, but not how any of it was chosen.
The source never says how this number was measured.

Paid media overtook martech as the largest slice of the marketing budget between 2018 and 2025, rising from 23.2% to 30.6% while martech fell from 29.2% to 22.4%

Change in marketing budget allocation by resource, 2018 to 2025
Resource	Change 2018 to 2025 (percentage points)
Paid media	7.4
Labor	-2.6
Agencies	-2.3
Martech	-6.8

33.8%

of US Fashion site visits now come from paid channels (Search + Social + Display), overtaking Direct traffic's 27.8% share for the first time in three years (Jul 2023–Jul 2026).

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Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

53.9% of US marketing leaders say marketing keeps influencing a customer for a year or longer, though the most common single answer is several months at 24.4% and the report's median is six months

Marketing Performance: Perceived marketing influence duration on customers, as reported by US CMOs in 2026
Duration	Percent (%)
An hour	0.6%
12 hours	0.6%
A day	1.3%
A week	2.6%
A month	6.4%
Several months	24.4%
6 months	10.3%
1 year	21.8%
2 years	18.6%
5 years	9%
7 years	0%
10 years or more	4.5%

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39%

of CMOs plan to reduce their agency budget in 2025, and the same share plan to reduce labour

SEO, social, email, retail media and influencer all rank higher on impact than on the budget they receive

9.6%

of overall budget and company revenues go to marketing on average (2026 survey of US companies)

Marketing budgets ranged from 5.8% to 9.7% of company revenue across industries in 2025, with consumer products highest and IT and business services lowest

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