Tracking The True Costs Of Marketing 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.