How Much Should You Invest in Marketing and Advertising?

A lot of CEOs have no clue how much they should invest in marketing and advertising, like a dollar amount. We need to stop looking at this like it's the marketing and the sales budget and start looking at it as a total commercial budget. Almost no investment goes into creating demand, which then makes your investment in converting demand so much less productive and so much more expensive to run. This is basic Lean Six Sigma process optimization. Look at the process, understand where the value is driven to the customer, understandWhere the gap is by looking at the whole system,. And you arrive at the idea of we need to get net new buyers that want to buy our stuff.