1. Marketing Spend
Management as
Digital Business
Transformation
Takes Center
Stage
Ryan Fernandes
CMO Conference
23rd May 2023

2. Agenda
• State of Marketing Budget
• Resource Mix
• Consumer Journey Challenge
• Areas of Focus
• Capability building
• Investments in AI tools
• Summary

3. State of Marketing Budgeting
6.4%
9.5%
10.9%
FinServ, Travel, Tech↑
CPG, R. Estate, Health↔

4. Resource Mix – Unchanged
Challenges
1. Slow evolution in Agencies
2. Increasing cost & decreasing impact of digital media
3. Push to build in house capabilities
4. High switching cost of MarTech| Latest = Unproven

5. Managing
Internal
Expectations

6. Areas of Focus for
CMOs
1. Marketing data and analytics - 26%
2. Customer understanding and
experience management — 23%
3. Marketing technology - 22%

7. Capability
building

8. Investments in AI tools
Executive Dashboards
Data Consolidation
Automated Analytics - Reporting
Executive Dashboards
Predictive tools
Content Management
Copy
Image/ design
Personalization
ROI tracking
Resource allocation

9. Summary

10. Questions?