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2021 Marketing Benchmark
CMO Survey Results
December 17, 2021
Confidential

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Most Marketing Budgets Increasing by 20-30%+ in 2021

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Budgetary Spend Nearly Equal on People and Programs
People/salaries
42%
Discretionary Mktg
program spend (digital
marketing and demand
gen programs, PR/AR,
events, product
marketing)
46%
Other
(training/education,
technology & tools,
website hosting/design,
travel)
12%
How do you expect your 2021 marketing budget to be allocated across
people/salaries, discretionary/program spend, and other expenses?

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Where CMOs Say Pipeline Is Coming From
What % of your marketing-driven pipeline do you expect will come via each of the following
channels in 2021 (or what are you seeing in 2nd half of 2020)?

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How CMOs are Allocating Discretionary Budget in 1st Half of 2021
How do you plan to allocate your 2021 discretionary Marketing budget across these areas?

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How CMOs are Allocating Discretionary Budget in 1st Half of 2021
(Same question and data as previous slide, just presented in a pie chart and normalized to total 100%)

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Most Resources Going Toward Top of Funnel
TOFU (pipeline
creation)
58%
MOFU (velocity,
win rate)
23%
Existing customer
expansion
19%
How do you allocate your marketing budget by top of funnel (pipe creation), middle of
funnel (velocity, win rate), and existing customer expansion?

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Marketing to Deliver Almost 60% of Pipeline
What % of new logo pipeline will Marketing deliver in 2021?

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Marketing Contributes Most to SMB and Mid-Market Segments
What % of pipeline is Marketing responsible for sourcing by
segment?
53%
47%
42%
0% 10% 20% 30% 40% 50% 60%
SMB
Mid-market
Enterprise

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% Contribution to Pipeline and # of SQLs are Top KPIs for Marketing
Please rank which of these are the most important Board and Exec team metrics for
Marketing

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Average Lead to Won Customer Ratio = ~114:1
What is your typical lead to customer conversion ratio? Specifically, how many top of funnel inquiries/leads do
you need to get - where a prospect expresses interest in what your organization is selling - in order to close/win
one customer?
Average = 114*
*Calculated using assumption of 200 for
highest response and 70 for lowest
response.