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Data Analysis

Doubling down on marketing in an uncertain environment

Performance marketing leads the way as high-growth startups face hiring challenges and grapple with the techlash.

Change in marketing budget in 2022 compared to 2021

33%
Grew by 25% or more
20%
Grew by up to 25%
15%
No change
32%
Reduced

Change in marketing budget since the beginning of the year

20%
Increased
21%
No change
18%
Reduced by up to 10%
23%
Reduced by up to 25%
8%
Reduced by up to 50%
10%
Reduced more than 50%

Highest priority based on marketing budget allocation

54
Performance /demand generation
19
Brand
9
Product
7
PR
4
Content
7
Other

Area of investment CMOs are most satisfied with

32
Performance /demand generation
24
Brand
8
Content
19
Product
11
PR
6
Other

Size of marketing budget as a percentage of revenue

45%
Companies spending 5% or less
22%
Companies spending 6–10%
16%
Companies spending 11–25%
17%
Companies spending more than 25%

Percentage of budget that goes to outside agencies

28%
Companies spending 5% or less
16%
Companies spending 6%–10%
35%
Companies spending 11%–35%
21%
Companies spending more than 35%

Marketing lead’s most important working relationship in the executive suite

31
Head of sales
26
CBO
15
Head of product
11
CFO
9
CTO
8
Other

Marketing lead’s strongest working relationship in the executive suite

19
Head of sales
23
CBO
23
Head of product
14
CFO
8
CTO
13
Other

Media sentiment

  • Positive
  • Negative
  • Neutral
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