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How much should you spend on marketing?
Enter your annual revenue. You get the current benchmarks in dollars, plus a starting split between brand and demand. Benchmarks are a starting point, not a rule.
Minimum $100,000.
A starting split
- Brand building 46%
- Demand and activation 54%
Binet and Field's B2B research points to roughly this split for long term growth. Most founder-led companies start near 100% demand and move toward it over time. Source for the 46 to 54 split, opens in a new tab
Gartner's sample is mostly companies above $1B in revenue, so treat these averages as a reference point, not a target. Use them to frame the conversation, then let your own data set the budget.