See exactly how much you should spend on marketing — annually and monthly — based on your revenue and a target percentage, benchmarked against the 7.7% of revenue companies spend on average.
Benchmark: companies spend 7.7% of revenue on marketing on average (Gartner 2025). B2B product firms run ~6.4%, B2B services ~9%, and B2C product ~15.5%.
Get a plan for this budgetFormulaMarketing Budget = Annual Revenue × (Target % ÷ 100)
Most companies spend about 7.7% of revenue on marketing, according to Gartner’s 2025 CMO Spend Survey. B2B product companies average 6.4%, B2B services 9%, and B2C product companies 15.5%. To set your budget, multiply your annual revenue by your target percentage — that’s your annual marketing spend.
From Gartner’s 2025 CMO Spend Survey of 402 marketing leaders — the real percentages, by business model.
of revenue is the average marketing budget across all companies (2025)
is the average for B2C product companies — the highest spenders
Set your target above to see your annual and monthly budget — then book a call and we’ll map the highest-return way to deploy it.
Use your annual revenue as the base. Growing companies often budget against projected revenue rather than last year’s.
Start near the 7.7% average, then adjust for your model and goals — B2C product and aggressive-growth companies run higher; lean operations run lower.
Revenue × your percentage is the annual budget. Divide by 12 for a monthly figure you can actually plan and deploy against.
The 7.7% average is a useful anchor, but the right number depends on your margins, growth goals, and how efficient your marketing already is. A company with a 5:1 ROI can afford to spend more aggressively than one at 2:1 — because every extra dollar comes back multiplied. The smartest way to set a budget isn’t a rigid percentage; it’s starting near the benchmark, measuring return, and reallocating toward whatever channels compound fastest.
Companies spend about 7.7% of revenue on marketing on average, according to Gartner’s 2025 CMO Spend Survey. B2B product companies average 6.4%, B2B services 9%, and B2C product companies 15.5%. To set your budget, multiply annual revenue by your target percentage — start near the average and adjust for your margins and growth goals.
A marketing budget = annual revenue × (target percentage ÷ 100). For example, $1,000,000 in revenue at 7.7% gives a $77,000 annual budget, or about $6,417 per month. Use the calculator above to set your revenue and target percentage and see both figures instantly.
The 2025 average is 7.7% of revenue, but it varies by model: B2B product companies average 6.4%, B2B services 9%, and B2C product companies 15.5%. Half of CMOs report 6% or less. Higher growth targets, thinner competition, and strong marketing ROI all justify a higher percentage.
Both approaches are common. Established companies often budget against prior-year revenue for stability, while growth-focused companies budget against projected revenue to fund the expansion they’re targeting. The key is consistency and tracking return, so you can reallocate toward the channels that produce the most revenue per dollar.
Yes. This marketing budget calculator is completely free, needs no signup, and runs entirely in your browser — nothing is stored or sent anywhere. Enter your annual revenue and a target percentage to see your annual and monthly marketing budget instantly.
Tell us your revenue and goals. We’ll map exactly where your marketing budget will compound fastest — and quote your scope on the call.
Real strategist, real numbers, real quote. Quarter-to-quarter — no lock-ins.
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Here's a little more about how we operate. Got a more specific question? Feel free to get in touch.