Jumping out of a plane, throwing the first pitch at a baseball game, or climbing all the 14ers in Colorado might be more daunting than creating a marketing budget. But, as a marketer, I can’t think of anything more unnerving than creating your very first marketing budget.
As you undertake the task of creating a marketing budget, you are probably asking yourself:
- How much should we spend on marketing?
- What percentage of revenue should be allocated to marketing?
- What’s included in a marketing budget?
- Where and for what tactics are marketing dollars allocated?
- How do I show what’s working?
If you read those questions and shrugged, that’s okay! We’re here to help you figure it out. Or, at least, give you the resources to put you on the right path. This post provides a guide for creating your marketing budget (plus a marketing budget template).
Step 1: Understand influencing factors
The very first thing you should learn when creating a marketing budget is there are factors outside of your control that will change your marketing budget. All companies, businesses, and brands are different, have unique needs and individual goals, and in varying stages.
Regardless of the business type, there will always be internal and external factors that influence your marketing budget. Some of these might be within your control, but a lot of factors are outside of your control. It is essential to be aware of these factors to identify when changes need to be made.
- Growth or decline of the business: As your business grows, you are likely to add new products, services, or offerings. All will need marketing support and resources that will adjust your marketing budget. Also, if you remove products or make business changes, they will have a significant impact on budgeting decisions.
- Target market opportunities: If your business uncovers a new target market, it would be good to revisit your marketing budget since it could influence budget allocation, goals, and revenue. It’s better to realign on resources early in the process before you realize you’ll come up short on goals.
- Team changes: This goes across the entire business. Someone leaving their position can impact the skills and resources you have available to see the budget and plan through. You need to evaluate where budgets should be reallocated while you determine your next course of action.
- Seasonality: For most marketers, you know the ebbs and flows throughout the year for your company. Marketers should be ready to support all periods, and the budget should reflect those changes.
- Industry changes and competitors: This is a hard factor to plan for, let alone predict, but it can be one that makes a significant difference in marketing budgets and plans. Your competitors or industry will make adjustments throughout the year, and marketing is expected to help work through them.
- Everything else: The world around your business can be a huge influencing factor in your marketing budget. This includes political strife, economic downturns, and so much more.
The good news is that marketing budgets, as a whole, continue to increase. According to The CMO Survey, marketing budget growth is expected to grow by 8.7 percent in the next year, nearly reaching the eight-year high of 8.9 percent.
Step 2: Gain alignment on goals
While we all understand that marketing can be a massive driver of growth and revenue for a company. It is tricky to gauge how much resources should be allocated to reach your end goal.
Guessing wrong can be costly. Be too frugal, and that money may end up completely wasted because it didn’t allow you to make a dent in your target market to turn prospects into customers. Spend like you have a hole in your pocket and you may end up with the same results that could have been achieved with less.
While there is no exact formula that works for everyone, there are a few approaches and data to help align your marketing budget based on your total company budget, your revenue goals, and your company stage based on your industry.
Align marketing budget percentage to the total company budget
According to The CMO Survey, marketing budgets comprise 11 percent of total company budgets on average. This varies across industries where consumer packaged goods companies allocate the most significant percentage of total company budget to marketing (nearly one quarter), followed by consumer services, tech software/biotech, communications/media, and mining/construction.
Align marketing budget percentage to projected revenue
Creating a budget without the end goal in mind is difficult. Using projected revenue (aka your goal) is helpful to gauge how much you should include in your marketing budget. According to The CMO Survey, companies on average spend 7.5 percent of total revenue for their marketing efforts. Companies in technology are the biggest spenders by this measure, allocating 13.8 percent of revenue to marketing compared with consumer packaged goods companies (10.9 percent).
Based on your company type, here are a few benchmarks to use as you create your marketing budget.
B2B Product: 8.6%
B2B Services: 8.7%
B2C Product: 9.8%
B2C Services: 15.6%
Also, the percentage of revenue that companies commit to marketing continues to rise. It is no surprise that marketing budgets as a percent of revenues have risen over the years, to almost an average of 10 percent, as consumer behavior shifts to be digital-first buying environment.
Align marketing budget to market opportunity
A core aspect of creating a marketing budget is to understand your market opportunity. You’ll need to know how the age of your company, as well as your total addressable market, could influence how much you spend on marketing. The marketing budget will be significantly higher for an early-stage company than a well-established company which is known in the market.
There aren’t any industry benchmarks to use a guideline. To understand your market opportunity and your current market share to better align your budget to what is realistic (and achievable).
Step 3: Determine what to include in your marketing budget
If you’re like me, this next step will be infuriating. What to include in a marketing budget varies from company to company. So much so, that there isn’t a consensus across all marketers. For example, less than half (47.9 percent) of companies include expenses for marketing employees in their marketing budgets. Other companies may put marketing employee expenses into general and administrative costs, sales, or other areas.
To take it even further, less than half of marketers include marketing analytics, marketing research, marketing training, and other overhead expenses in their marketing budgets.
As you create your marketing budget, it is essential to identify what needs to be included and, more importantly, keep it consistent. Generally, I suggest the following is included in your marketing budget:
- Content Creation
- Public Relations
- Creative Services
- Market Research
- Current employees
- Future employees
DUES & SUBSCRIPTIONS
- Marketing Automation
- Marketing and website analytics
- Project management tools
- Social media management
- Website hosting & monitoring