#announcements

Important info for Customer Marketers & Community members

Thread

Kevin Lau June 30, 2023 at 03:07 PM

Looking for benchmark data on % of marketing spend on CMA/VoC/CX vs. rest of marketing org - if anyone has info from analyst or third party firms would appreciate it.

Irwin Hipsman June 30, 2023 at 04:26 PM

@Kevin Lau hey. I have not seen that data and it is a good question. It might be worth asking Amy bills. I think you have access to her. I think we could figure it out at our orgs by headcount.

Kevin Lau June 30, 2023 at 05:49 PM

Thanks - context for question, my boss is looking to give me more $$$ but wants to see industry trends and benchmarks

Irwin Hipsman June 30, 2023 at 05:54 PM

My take is early in the maturity of a CM program there is no CM budget other than headcount. As it evolves CM will get its own budget. As it evolves even more and has success the or percent of marketing budgeting will increase especially with brining In software. The thing is to find org with a similar maturity stage as yours to see what their percent is. Your boss is asking the right question. I could find out what FORR is, if that helps.

Kevin Lau June 30, 2023 at 05:57 PM

Thanks - any help would be great. I looked around for what was published in the forrester presentations from Summit, data from influitive, CMA and others but it wasn’t detailed enough unfortunately

Irwin Hipsman June 30, 2023 at 05:57 PM

How many people non your team?

Kevin Lau June 30, 2023 at 06:03 PM

about 20

Harikrishna P June 30, 2023 at 06:05 PM

@Kevin Lau Maybe you already checked this out but just in case:
https://influitive.com/wp-content/uploads/2021/06/Influitive-Forrester_Prioritize-Postsale-Customer-Marketing_Report.pdf

Pg 4 states investment in Customer Marketing is picking up YoY. It's a 2021 study though.

Kevin Lau June 30, 2023 at 06:47 PM

Thanks @Harikrishna P I did see that report