Tightening the Belt on Digital, and Other Budget Trends

In this episode, Gartner analysts Ewan McIntyre and Alex de Fursac Gash share insights and explore key themes from Gartner’s 2023 CMO Spend & Strategy Survey. The discussion includes how marketing must learn to do more with less, the trap of digitization for the sake of digitization, and the growing pressures for CMOs to reduce marketing technology spending.

Ewan McIntyre is a VP Analyst and Chief of Research for the Gartner for Marketers Practice. Mr. McIntyre is focused on how CMOs and leaders build strategies and align marketing's capabilities, resources and budgets to deliver measurable, optimized performance. He has a deep understanding of how to build the right team by combining in-house and outsourced resources, having built from the ground up multidiscipline digital teams in both the B2B and B2C space.

Alex de Fursac Gash is a Senior Director in Gartner's Marketing (GML) Research & Advisory team. In this role, Alex serves as a thought partner to clients and facilitates a wide range of executive-level discussions for heads of marketing and their teams globally. His responsibilities include: advising marketing leaders on their functional objectives; sharing best practices and providing strategic guidance; and supporting senior leaders and their teams to plan and implement a number of initiatives. He also facilitates workshops and delivers keynote speeches at Gartner events and other special industry conferences.