Summary
As B2B marketing organizations become more technology-, analytics-, and process-focused, we find that marketing operations is typically a significant investment area. This report shares marketing operations benchmark investment data across programs, personnel, and technology from Forrester’s Marketing Budgets Survey, 2024. Leaders should use this data as a valuable starting point for calibrating their marketing operations investments, with the understanding that each organization has unique characteristics and considerations as it pertains to budget allocations.
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