2026 Marketing Budget: CMO’s Guide to Frameworks, Benchmarks and Projection Models
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As you begin planning for 2026, know that optimism is high: Forrester finds that 83% of marketing decision-makers expect increased investment – 40% anticipate growth of more than 5%.
But the real question remains: How much should a company actually invest in marketing in 2026? It’s a million dollar question and marketing leaders all over the world are fighting that battle with their CEOs and CFOs as we speak.
Just like anything with marketing, it’s never a black and white answer. The answer mostly goes.. It depends..
Recent Gartner research shows that nearly 60% of CMOs say their budgets are insufficient to execute their 2025 strategies, even as marketing spend holds steady at around 7.7% of company revenue. This gap is forcing leaders to rethink not just how much they invest, but where and why.
So how much should you be investing in marketing in 2026?
Should it be tied directly to a percentage of revenue, or shaped around company priorities and long-term growth goals? The reality is – there’s truth in both approaches. Join us on September 25 at 12:00 pm ET to learn how much you should really be spending on marketing in 2026?
We are getting together with marketing leaders as well as finance executives for a deep dive into marketing spend in 2026 - how to identify biggest impact drivers for your business model, how to find efficiencies based on performance data, how to select appropriate channels and build the right team.
During the Session You Will:
- Hear the financial forecast from our finance execs (how conservative is it going to get?)
- Learn about marketing budget benchmarks from various sources (percentage of revenue, ROI)
- Discover methodologies to estimate spend (top-down vs bottom-up planning forecasting)
- Explore ways to experiment with resources (internal vs external marketing resources to mitigate risk)
- Learn how to find the right programs vs headcount breakdown for your organization (50/50 or 70/30?)
- Have an opportunity to share your wisdom when it comes to marketing spend during tough economic times
Meet The Speakers
Event Organizers
