Where marketing investment goes

• Key data points

• The dominance of relationships

• The data investment gap

• Insights and interpretation

Where marketing investment goes

When asked about their investment priorities, CMOs revealed a similar trend, focusing on a relationship-led growth model. Most marketing and BD investment is being funnelled towards client acquisition and retention.

Key data points

By far the most important investment target, client acquisition and retention was chosen by 65% of respondents. This was well ahead of other factors including:

Brand and positioning (2nd, 48%)
Events and sponsorship (3rd, 42%)
Tech stack and digital transformation (7th, 21%)
Data and analytics capabilities (8th, 10%)

Where marketing and BD investment is focussed today

Respondents were asked where the main focus on their marketing and BD investment is today. Multiple selections permitted.

The dominance of relationships

Interestingly, these investment priorities serve to underscore the importance of personal interactions. Client retention undoubtedly requires a degree of ‘face-time’, but investment in events is another instance where people really matter in building and strengthening ties.

Marketing leaders continue to see personal relationships as commercially vital.

The data investment gap

More concerning is the apparently low interest in data and analytics capabilities. Paradoxically, almost every firm questioned is engaged in a push for AI adoption.

As data and analytics are fundamental to AI operations,there is a risk that these projects may limit future AI effectiveness and returns.

Insights and interpretation

The findings suggest a potential gap between strategy and investment. Firms articulate AI and data in terms of strategic ambition. However, the majority don’t seem to be backing those ambitions financially.