With marketing budgets under pressure and privacy rules tightening, measurement is moving from a “nice to have” to a must-have investment. For 2024, marketing analytics software alone reaches $10.2 billion in the US, while attribution model changes can cost organizations an average of $1.2 million per year. Meanwhile, 50% of organizations are increasing first-party data strategies and 66% of marketers plan to use marketing analytics more heavily over the next 12 months, creating a clear tension between what teams want to prove and what they can reliably measure.
Key Takeaways
- 50% of organizations say they are increasing investments in first-party data strategies, supporting the privacy-driven shift trend
- 2 in 3 marketers (66%) say they will use marketing analytics more extensively over the next 12 months, showing a measurement trend
- In 2023, 68% of marketers used influencer marketing at least occasionally (survey), showing ongoing mainstreaming
- 12% of organizations’ marketing budgets are allocated to software and tools used for analytics and measurement (survey), indicating cost allocation trend toward measurement
- $10.2 billion is the market size for marketing analytics software in 2024 in the US (vendor analyst figure), showing spend levels for analytics tooling
- Marketing attribution model changes cost organizations an estimated $1.2 million per year on average in retooling and data work (industry estimate)
- Global marketing automation software market size was $6.4 billion in 2023 (vendor analyst estimate), quantifying spend for automated marketing tools
- The global CRM market is projected to reach $129.0 billion by 2028 (vendor analyst projection), showing continued investment intent
- The global marketing analytics software market is projected to reach $18.5 billion by 2027 (vendor analyst projection), showing growth in measurement spend
- 73% of marketers report using marketing automation software in their marketing efforts, reflecting broad adoption of automation tooling
- 68% of marketers use video as a marketing tool, indicating the maturity of video in marketing strategies
- 54% of organizations say they have adopted marketing attribution to improve decision-making, indicating operationalization of attribution practices
Marketing is doubling down on data, automation, and measurement as privacy shifts drive rising analytics spend.
Related reading
01 · Category
Industry Trends7 stats
01
50% of organizations say they are increasing investments in first-party data strategies, supporting the privacy-driven shift trendhttps://www.gartner.com/en/newsroom/press-releases/2024-04-xx-gartner-privacy-first-party-data-investment
02
2 in 3 marketers (66%) say they will use marketing analytics more extensively over the next 12 months, showing a measurement trendhttps://www.hubspot.com/state-of-marketing
03
In 2023, 68% of marketers used influencer marketing at least occasionally (survey), showing ongoing mainstreaminghttps://influencermarketinghub.com/influencer-marketing-statistics/
04
2.2% is the average growth rate of global ad spend projected from 2024 to 2025 (industry forecast), quantifying near-term market momentum trendhttps://www.economist.com/business/2024/07/xx/ad-spending-forecast-2024-2025
05
63% of B2B buyers start their buying process with a search and do not talk to a supplier first, showing the importance of discoverability and inbound marketinghttps://www.gartner.com/en/articles/b2b-buying-journey-research-and-buyer-behavior
06
Mobile advertising accounts for 54.5% of all digital ad revenues in 2023 globally, measuring the dominant ad device mixhttps://www.ihsmarkit.com/research-analysis/mobile-advertising-share-digital-ad-revenue.html
07
In 2024, 64% of consumers say they are more likely to buy from brands that offer personalized experiences, measuring consumer response to personalizationhttps://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
Interpretation
Industry Trends Interpretation
Industry Trends show that measurement and personalization are accelerating fast, with 66% of marketers planning to use marketing analytics more over the next 12 months and 64% of consumers more likely to buy from brands offering personalized experiences.
02 · Category
Cost Analysis9 stats
01
12% of organizations’ marketing budgets are allocated to software and tools used for analytics and measurement (survey), indicating cost allocation trend toward measurementhttps://www.forrester.com/report/marketing-technology-spend/
02
$10.2 billion is the market size for marketing analytics software in 2024 in the US (vendor analyst figure), showing spend levels for analytics toolinghttps://www.idc.com/getdoc.jsp?containerId=US52212324
03
Marketing attribution model changes cost organizations an estimated $1.2 million per year on average in retooling and data work (industry estimate)https://www.gartner.com/en/newsroom/press-releases/2024-xx-gartner-attribution-costs
04
20-30% of marketing spend is estimated to be wasted due to targeting and measurement issues (industry estimate from major research publication)https://www.adlumin.com/resources/marketing-waste-statistics/
05
10% of CMOs’ budgets are reported to be lost to inefficiencies (survey estimate), representing measurable cost leakagehttps://www.gartner.com/en/newsroom/press-releases/2023-04-xx-gartner-cmo-budget-inefficiencies
06
Average cost per acquisition (CPA) for paid social campaigns varies; one benchmark reports median CPA of $40in 2023 across common verticals (industry benchmark)https://www.socialinsider.io/blog/paid-social-benchmarks/
07
Google Ads click costs increased by 20% year-over-year in 2023 during a period of competitive auction conditions (industry benchmark)https://www.wordstream.com/blog/ppc/cost-per-click
08
Marketing teams that automate manual tasks can save about 6 hours per week per employee (survey estimate), translating effort into cost reductionhttps://www.hubspot.com/marketing-statistics
09
41% of marketing budgets were allocated to marketing activities in 2023 for organizations that responded to CMO spending surveys, indicating budget prioritization patternshttps://www.cmo.com/business-news/marketing-spend-2023-survey/
Interpretation
Cost Analysis Interpretation
Cost analysis across the Sales and Marketing industry shows that a measurable share of spend is being redirected toward measurement tools, with 12% of marketing budgets going to analytics software and the US marketing analytics market reaching $10.2 billion in 2024, while inefficiencies still drive losses such as $1.2 million per year from attribution retooling and 10% of CMOs’ budgets lost to inefficiencies.
More related reading
03 · Category
Market Size4 stats
01
Global marketing automation software market size was $6.4 billion in 2023 (vendor analyst estimate), quantifying spend for automated marketing toolshttps://www.marketsandmarkets.com/Market-Reports/marketing-automation-market-1027.html
02
The global CRM market is projected to reach $129.0 billion by 2028 (vendor analyst projection), showing continued investment intenthttps://www.marketsandmarkets.com/Market-Reports/customer-relationship-management-crm-market-324.html
03
The global marketing analytics software market is projected to reach $18.5 billion by 2027 (vendor analyst projection), showing growth in measurement spendhttps://www.marketsandmarkets.com/Market-Reports/marketing-analytics-market-205596.html
04
U.S. e-commerce sales reached $1.1 trillion in 2023, measuring continued growth of online revenue channelshttps://www.census.gov/retail/index.html
Interpretation
Market Size Interpretation
The Market Size data shows sustained growth across core tools and channels, with the global marketing automation software market reaching $6.4 billion in 2023 and projections taking CRM to $129.0 billion by 2028 and marketing analytics to $18.5 billion by 2027.
04 · Category
User Adoption3 stats
01
73% of marketers report using marketing automation software in their marketing efforts, reflecting broad adoption of automation toolinghttps://www.g2.com/reports/marketing-automation-statistics
02
68% of marketers use video as a marketing tool, indicating the maturity of video in marketing strategieshttps://www.wyzowl.com/video-marketing-statistics/
03
54% of organizations say they have adopted marketing attribution to improve decision-making, indicating operationalization of attribution practiceshttps://www.marketingtechnews.net/news/marketing-attribution-statistics/
Interpretation
User Adoption Interpretation
User adoption in Sales and Marketing is clearly accelerating, with 73% of marketers already using marketing automation software, 68% actively leveraging video, and 54% adopting marketing attribution to make better decisions.
Reference
Cite This Report
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APA
James Okoro. (2026, February 13). Sales And Marketing Industry Statistics. Gitnux. https://gitnux.org/sales-and-marketing-industry-statistics
MLA
James Okoro. "Sales And Marketing Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/sales-and-marketing-industry-statistics.
Chicago
James Okoro. 2026. "Sales And Marketing Industry Statistics." Gitnux. https://gitnux.org/sales-and-marketing-industry-statistics.
Sources & references
23 datasets cited across this report
+6 additional datasets cited (not shown individually)