The 2024 Gartner Tech Marketing Benchmarks Survey examines key marketing investment benchmarks and the impact of AI and machine learning (ML) in technology marketing organizations, including companies with over $100 million in revenue. The survey addresses three main questions: the allocation breakdown for marketing program budgets, the phase of AI utilization's impact on talent investments, and GenAI's impact on marketing tech and talent investments. Key recommendations include building a business case for incremental investment, especially if AI is a strategic priority; understanding peer practices to inform planning, strategy, budget allocations, and improvement areas; and assessing marketing investments to determine necessary funding for corporate and sales objectives. Additional resources include a webinar on leveraging GenAI, a research report on investments and AI impact, and a guide on portfolio brand strategy. The survey highlights increasing investments in marketing and the growing influence of AI, suggesting organizations should capitalize on these trends to optimize GTM efficiency and market positioning.
