7.8%About 1 in 10of company revenue is the average marketing budget in 2026, up from 7.7% in 2025, among mostly large firms
The average marketing budget is 7.8% of company revenue in 2026, up from 7.7% in 2025, according to Gartner's 2026 CMO Spend Survey of 401 marketing leaders, mostly at firms with over $1 billion in revenue. Budgets were 9.1% in 2023 and 9.5% in 2022.
+0.1 points since the previous figure: 7.7% (12 May 2025)
ResearchChecked at source, 23 Oct 2026LargeNorth America and EuropeMarketing and advertising · Budgets
Source: Gartner, Inc., Gartner newsroomGartner CMO Spend Survey, one survey design each year; respondents change each year (395-410 leaders, mostly firms with over $1B revenue). 2021 value as reported in the 2022 release.digitaltreed.com/statistics
In plain words
What this number really says
Big companies spend a bit under 8 cents of every revenue dollar on marketing. The share has barely moved for three years.
7.8%
of revenue goes to marketing in 2026
15.3%
of the marketing budget goes to AI
56%
of CMOs say they lack the budget for their 2026 strategy
Why you can trust it. Annual Gartner survey of about 400 marketing leaders in North America and Europe. Mostly firms with over $1 billion in revenue, so it does not describe small businesses.
Key terms
Marketing budget Everything marketing spends: paid media, martech, staff and agencies, as a share of company revenue.
CMO Chief marketing officer, the top marketing leader.
AI readiness Gartner's term for firms with mature data, process and skills to use AI at scale. 30% say they have it.
As published by Gartner, Inc., Gartner newsroom, 2026. Standard errors are shown where the source gives them.
Survey year
Marketing budget, % of revenue
Respondents
2021
6.4%
as reported in 2022 release
2022
9.5%
405
2023
9.1%
410
2024
7.7%
395
2025
7.7%
402
2026
7.8%
401
Why other marketing budget numbers differ
Gartner surveys mostly large companies (over $1 billion revenue) in North America and Europe. Surveys of smaller US firms report different averages.
Gartner reports an average. Its own budget figures for AI-ready teams (8.9%) show how much firms differ.
Method and use
How it was measured, and how to use it
How it was measured
Publisher
Gartner, Inc., Gartner newsroom
Source type
Research: Research firm or analyst compilation
What it measures
7.8% of company revenue is the average marketing budget in 2026, up from 7.7% in 2025, among mostly large firms
Data period
2026 (ends 31 Mar 2026)
Published by the source
11 May 2026
Who is counted
401 CMOs and marketing leaders in North America, the UK and Europe, surveyed January to March 2026; the vast majority at firms with over $1 billion in annual revenue.
In the source's words
Marketing budgets remain effectively flat, rising only slightly to 7.8% of company revenue in 2026 from 7.7% in 2025.
Checked at source
23 Oct 2026: Read on gartner.com, press release of 11 May 2026 (Gartner 2026 CMO Spend Survey).
Reuse
All rights reserved; quote briefly with credit. Forecasts and predictions are labelled as forecasts; polls are of webinar attendees or clients.
Gartner, Inc.. (2026). 7.8% of company revenue is the average marketing budget in 2026, up from 7.7% in 2025, among mostly large firms. Via digitaltreed, https://digitaltreed.com/statistics/marketing/marketing-budget-share-of-revenue
MLA
"7.8% of company revenue is the average marketing budget in 2026, up from 7.7% in 2025, among mostly large firms." Gartner, Inc., Gartner newsroom, 2026. digitaltreed, https://digitaltreed.com/statistics/marketing/marketing-budget-share-of-revenue.
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FAQ
Questions about this number
What percentage of revenue should go to marketing?
There is no fixed rule. Large companies in Gartner's 2026 survey spend 7.8% of revenue on average.
Are marketing budgets going up in 2026?
Barely. Gartner puts them at 7.8% of revenue in 2026, from 7.7% in 2025 and 2024.
How much of the marketing budget goes to AI?
15.3% on average in 2026, and 21.3% at the most AI-ready marketing teams (Gartner).
Does this apply to small businesses?
Not directly. Most respondents work at firms with over $1 billion in revenue.
Related
More Marketing and advertising statistics
ResearchLargeNorth America and Europe
56%
of CMOs say their marketing team lacks the budget to deliver its 2026 strategy
Sample: 401 CMOs and marketing leaders in North America, the UK and Europe, surveyed January to March 2026; the vast majority at firms with over $1 billion in annual revenue.
