The world of B2B marketing has never been easy, but the challenges have intensified over the past year, especially for CMOs who are trying to keep their teams motivated and their strategies on track. A recent study by Bospar, CMO Huddles, and Redpoint, which surveyed over 120 B2B marketing leaders, paints a vivid picture of what’s keeping CMOs up at night—from tighter budgets and longer sales cycles to staffing cuts and evolving job pressures.
Budget Cuts: Making More with Less
It’s no surprise that budget cuts are a top stressor. According to the study, 77% of CMOs reported that their budgets were either flat or reduced, with 38% experiencing cuts of at least 3% over the past year. This financial tightening has been compounded by economic uncertainty, which is causing businesses to slow down or avoid new investments. As a result, marketing teams are stretched thin, having to deliver more impact with fewer resources.
Gartner’s Annual CMO Spend Survey 2024 reflects a similar trend, showing that average marketing budgets have dropped by 15% as CMOs navigate the challenges of driving growth in this new ‘Era of Less.’
Gartner’s Annual CMO Spend Survey 2024 paints a similar picture, indicating that average budgets have declined by 15% as CMOs navigate the ‘Era of Less.’
This shift isn't just about market saturation—though that's certainly a factor—but also reflects a broader change in mindset. The 'growth at all costs' mentality that dominated in 2020-2021 has evolved into a focus on sustainable, efficient growth, which has contributed to these cuts, specifically the headcount reductions. Likewise, it’s a tough job market for marketing and sales professionals, particularly for BDRs and SDRs, as companies make strategic cuts to streamline operations. At the same time, there’s been a dramatic spike in paid media budget allocation, with companies placing hefty—and often unrealistic—expectations on digital channels. If quick results don’t materialize, there’s a strong chance that these budgets will be reined in, potentially reversing this trend in the near future. All of this puts a new strain on the CMO.
Longer Sales Cycles: A Never-Ending Nurture
Another major challenge is the growing length of sales cycles, with over half of the CMOs surveyed in the recent Bospar, CMO Huddles, and Redpoint study stating that it now takes longer to close deals. This not only delays revenue but also requires an increased volume of touch points to keep potential customers engaged. It’s a marathon, not a sprint, and marketing teams often feel like they’re running with no finish line in sight.
Staffing Strains: Doing More with Fewer People
Staffing cuts have become the norm, with 50% of companies experiencing layoffs, many of which have hit marketing teams hard. The result? Smaller teams are carrying a heavier load, trying to maintain output and quality with fewer people—a balancing act that’s proving to be unsustainable. The pressure is taking a toll on team morale and overall effectiveness.
The Evolving CMO: Balancing Pressures, Performance, and Personal Well-Being
The role of the CMO has evolved dramatically, driven by the need to adapt to these new pressures. The study found that 76% of CMOs feel increased pressure to generate pipeline results despite the challenging environment. And it’s not just about professional strain—67% of marketing leaders reported that the stress has impacted their personal well-being. Some 67% of respondents say the pressure of the past year has affected their overall wellbeing. Among that group, 80% say they got less exercise, 70% say they took less time off, and 50% say they ate less healthily.
Moving Forward: Finding Balance in Uncertain Times
The findings highlight the complex reality B2B CMOs are facing today. It’s not just about driving results—it’s about doing so with limited resources, longer timelines, and smaller teams, all while managing their well-being. Moving forward, the key will be finding that delicate balance between managing immediate pressures and setting the foundation for long-term personal and professional success.
For more insights on the current state of B2B marketing, check out the full report here.