The CMO Survey offers some answers. They asked what percentage of revenue is devoted to marketing budgets:
- Selling products to other businesses: 7.4 % of revenue
- Selling services to other businesses: 8.6 % of revenue
- Selling products direct to consumers: 9.1 % of revenue
- Selling services direct to consumers: 9.3 % of revenue
These percentages represent total marketing investments. They also include expenses for marketing staffs, fees to external agencies and suppliers, and advertising costs.