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During a 2025 survey among chief marketing officers (CMOs) and marketing leaders in North America and Northern and Western Europe, respondents reported allocating, on average, percent of their budgets to paid media. That was the highest share during the presented period. Since then, the respective shares allocated to labor and agencies declined from and ** percent to and percent. Meanwhile, marketing technology (MarTech) saw its share decrease from over ** percent after the pandemic to percent in 2025.

What is MarTech?

The term describes a range of systems, software, and solutions that harness technology to achieve marketing goals. As data-driven approaches such as marketing automation and personalization can help optimize marketing processes across many different stages, MarTech solutions have become staple components of digital marketing campaigns worldwide. In just five years, between 2020 and 2025, the number of MarTech solutions globally available nearly doubled, reaching **** thousand in the latter year.

Leadership in the marketing sector

The decrease in budget allocation to personnel also affects directors and the C-level. Before the pandemic, the share of companies' revenues allocated to marketing budgets across North America and Northern and Western Europe stood above ** percent. As the 2020s unfold, however, the figure has annually declined, falling behind percent in 2024.