Ross Cosner

New York

Vice President, Analyst - Financial Services at Gartner

Featured in: Favicon

Articles

How CMOs can maximize their marketing budgets & prevent cuts

Sep 27, 2023 | cuinsight.com | Ross Cosner |Sydney Isabelle Mayer |Sheila O’Leary |Angela Prestil

Long gone is the “era of plenty” for marketing budgets, with volatility becoming the new status quo. According to chief marketing officers in the financial services industry, the marketing budget as a percentage of company revenue has dipped down to pandemic-era numbers, decreasing from 10.4% in 2022 to 7.5% in 2023. Marketing budgets in other industries held relatively steady by comparison, Gartner’s annual survey of CMOs shows.
How to Keep Your Bank's Marketing Budget Off the Chopping Block

Sep 26, 2023 | thefinancialbrand.com | Ross Cosner

With marketing budgets in the financial services industry having decreased considerably, CMOs have had to be ruthless in choosing where to allocate their spending. An annual survey provides some insight into how the marketing mix is changing in the face of budget pressures, and a Gartner analyst shares some advice on what CMOs can do to avoid having their budgets be the target of cost-cutting again next year.