{"id":2032,"slug":"gartner-cmo-survey-martech-share","title":"Martech / tools as a SEPARATE resource bucket — Gartner ~22-24%, CMO Survey 19.9%","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["martech-budget-share"],"reference_body":"**Claim:** Marketing technology (tools) is NOT a channel — it is a separate resource bucket:\n\n- **Gartner:** martech ~**22-24%** of the total marketing budget (≈ 1.7% of revenue).\n- **The CMO Survey:** martech ~**19.9%** of marketing budgets; expected to grow to **23.5% in one year** and **30.9% in five years** (32nd edition).\n\n**Source:** Gartner 2025, Duke CMO Survey 32nd ed. Verified.\n\n**Why this matters for Candid:** Tools roughly DOUBLE the \"owned digital\" footprint if folded in (~1.5% channels + ~1.7% tools ≈ 3.2% of revenue). This is why no clean \"digital-minus-ads\" benchmark exists — the buckets are not the natively reported ones.","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"}]},"created_at":"2026-06-23T19:16:01.946Z","updated_at":"2026-06-23T19:16:01.946Z"}