{"id":2026,"slug":"gartner-2025-digital-share-61-percent","title":"Gartner 2025 — digital = 61.1% of total marketing budget (highest since 2013)","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["paid-vs-owned-digital-split"],"reference_body":"**Claim:** Gartner 2025 CMO Spend Survey — **digital = 61.1% of total marketing budget** (highest since the survey began in 2013); offline = 38.9%.\n\n**Source:** Gartner 2025 CMO Spend Survey. Verified.\n\n**Why this matters for Candid:** Combined with [[gartner-2025-marketing-7-7-percent-revenue]] gives digital marketing ≈ 7.7% × 61.1% = ~4.7% of revenue at the average. The widget can use this as the \"all digital\" anchor before applying the paid/owned split.","rationale_body":null,"metadata":null,"links":{"outgoing":[],"incoming":[{"slug":"research-brief-smb-widget-spend-benchmarks-june-2026","title":"Research brief: SMB widget spend benchmarks — feasibility of a \"digital-minus-ads\" % of revenue (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"derived-owned-digital-share-of-revenue-range","title":"Derived \"owned digital\" share of revenue — ~0.5%-2% (Directional-Speculative)","kind":"reference","scope":"business","link_type":"depends-on"}]},"created_at":"2026-06-23T19:16:01.911Z","updated_at":"2026-06-23T19:16:01.911Z"}