Best Practice Report

Tracking The True Costs Of Marketing 2018

June 13th, 2018


Forrester presents updated data on investment across various functions in marketing, from field to communications to operations. This report presents our findings on how B2B organizations of various sizes are allocating and spending their marketing budgets. Long-term trends across different functions in marketing show the economies of scale experienced by larger companies, as well as shifting investments across marketing program categories. Finally, Forrester recommends that companies conduct annual benchmarks using a targeted comparison set that provides a clear view of marketing budget allocations more closely aligned to their environment.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.