SaaS Talk™ with the Metrics Brothers - Strategies, Insights, & Metrics for B2B SaaS Executive Leaders B2B Marketing Budget and Productivity Benchmarks
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Jun 4, 2025 Discover insights from recent benchmarks on B2B marketing budgets and productivity. Learn how marketing spend as a percentage of revenue varies across company sizes and affects growth rates. Explore the contrasts between product-led and sales-led growth strategies in budget allocation. The importance of metrics is emphasized, with recommendations for assessing effectiveness through pipeline coverage and efficiency. Finally, understand how historical data can aid in strategic marketing planning and goal setting.
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Marketing Budgets Rising
- Marketing budgets as a percentage of revenue increased from 9% to 10% median, with top quartile growing from 16% to 20%. - This indicates a positive shift towards prioritizing growth through increased marketing spend.
GTM Efficiency Squeezed Over Decade
- Marketing and sales budgets combined have been squeezed from 60% to about 30% of sales over the past decade. - Despite this, the ratio of sales to marketing spend remains roughly 2:1, preserving balance while compressing GTM efficiency.
Smaller Firms Spend More Percent
- Smaller companies spend a larger percentage of revenue on marketing, with a median of 14% for $1M-$5M revenue companies. - As companies grow, marketing spend percentage decreases but absolute dollars increase significantly.