Martech / tools as a SEPARATE resource bucket — Gartner ~22-24%, CMO Survey 19.9%

Claim: Marketing technology (tools) is NOT a channel — it is a separate resource bucket:

• Gartner: martech ~22-24% of the total marketing budget (≈ 1.7% of revenue).
• 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).

Source: Gartner 2025, Duke CMO Survey 32nd ed. Verified.

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.