Marketing Budget Planning: Benchmarks, Budget Rules, and Smart Spending
- MarĆa RodrĆguez
- Dec 3, 2025
- 2 min read
How much should your business really spend on marketing? š¤
Many wonder if theyāre spending too much or too little on marketing.Ā
Truth is thereās no single formula, but there are useful benchmarks that make the decision easier. This edition shares simple ranges by company size and a few practical ways to spend that budget where it matters most.
How Much Should You Be Spending on Marketing?
Thereās no universal number, but there areĀ useful benchmarks.
ā According to HawkSEM, most companies invest 5%ā20% of revenue in marketing, depending on size, industry and goals.
Simple guide by company size
Small / early-stage: 8ā15%
Mid-size: 7ā12%
Large / established: 3ā6%
Smaller firms usually spend more (percentage-wise) to build awareness, while mature companies spend less to maintain presence.
š”A key question: What outcome should your next marketing dollar support ā growth, credibility, or retention?
How to spend wisely
1ļøā£ Focus on channels that drive leads and visibility
2ļøā£ Balance quick wins with long-term brand building
3ļøā£ Review results often
4ļøā£Strengthen your base: website, CRM, content
The 70/20/10 Budget Rule
A practical way to divide your marketing spend is the 70/20/10 model.
70% goes to proven core efforts (brand presence, website, lead generation).
20% funds strategic growth moves (new markets, bigger pushes).
10% is reserved for testing new ideas without risking the whole budget.
Source: Mark McDowell
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