How Much Should Your Firm Spend on Marketing?

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.

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