Estimate a reasonable marketing budget based on your revenue, and split it across channels.
Frequently Asked Questions
What percentage of revenue should go to marketing?
Common benchmarks range from 5-12% of revenue for established businesses, and up to 20%+ for fast-growing startups prioritizing customer acquisition.
How should I split my marketing budget across channels?
It depends on where your customers are and which channels historically perform best for you — the default split here is a reasonable generic starting point, not a fixed rule.
Should I include salaries in my marketing budget percentage?
Many benchmarks separate paid media/software spend from marketing team salaries — decide which you're measuring and be consistent when comparing to industry benchmarks.
How your marketing budget is calculated
This calculator multiplies your annual revenue by your chosen marketing budget percentage (a common benchmark is 5-12% for established businesses) to suggest a total annual and monthly budget, then splits that total across channels using the percentages you set.
How to use this marketing budget calculator
- Enter your annual revenue and target budget percentage.
- Click Calculate Total Budget.
- Adjust the channel rows and percentages, then click Split Budget.
Why marketing budget is usually set as a percentage of revenue
Tying marketing spend to a percentage of revenue keeps budget roughly proportional to the size of the business, scaling up as revenue grows rather than staying fixed regardless of performance. Established, steady-growth businesses often budget 5-12% of revenue for marketing, while early-stage or fast-growing companies frequently spend 15-20%+ to prioritize customer acquisition over near-term profit.
Factors that affect the right percentage for you
- Growth stage: Newer businesses typically need a higher percentage to build initial awareness and customer base.
- Industry and margins: Higher-margin businesses can typically afford to reinvest a larger share of revenue into growth.
- Competitive intensity: Crowded markets often require heavier marketing investment just to maintain visibility.
Tips for splitting your budget across channels
Treat the default channel split as a generic starting point, not a fixed formula — adjust it based on which channels have historically driven your best-performing traffic and conversions. Revisit the split periodically rather than setting it once a year, since channel performance shifts with platform changes, seasonality, and competition.
Expert insight: what companies are actually budgeting in 2026
Gartner’s 2026 CMO Spend Survey found average marketing budgets sitting at 7.8% of company revenue, essentially flat for several years running and roughly 18% lower than four years ago. Despite that, the same survey found 56% of CMOs say their budget still isn’t enough to deliver their strategy — a reminder that the „right“ percentage in any benchmark is a starting point for your own planning, not a target to hit exactly.
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Disclaimer: This calculator is provided for general informational and educational purposes only and does not constitute financial, investment, tax, or legal advice. Results are estimates based on the values you enter and should not be relied upon as the sole basis for any financial or other decision. Past performance and projected figures are not a guarantee of future results. Always consult a qualified professional before making financial decisions. See our Legal Notice and Privacy Policy for more information.