Question

Topic: Research/Metrics

Marketing Budget

Posted by Anonymous on3/4/2004 at 7:57 AM ET 125 Points
What is the average marketing spending related to the turnover (%)?

Assuming this could be heavily dependent on the industry, what is the average % in high-tech sectors like IT?

What about services vs. product manufacturing in IT?

Thanx!

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RESPONSES

  • Posted byChris Blackmanon3/5/2004 at 3:49 AM Member
    What Hugh said... Plus, my personal experience with a 40-year old company with annual revenue approx $100M was that we allocated around 3.5% of budget including salaries and oncosts (burden) to the marketing (not sales) department.

    In practice, though, it was really difficult to get to spend the budget as allocated because every program had to be approved specifically.

    If sales were unfavourable to budget, spending was held over.

    If sales were above budget... guess what... spending was held over then too...

    But this is really a horses for courses argument. The budget has to be defined in the context of what has to be achieved with it.

    And if funds are tight, then you can only achieve so much, and growth becomes marketing-budget limited.

    Which is where the marketer gets creative and really has to earn their keep!

    Good Luck
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