Free Marketing Tool
Enter your revenue, industry, and growth target. Get your recommended marketing budget with a full channel breakdown in seconds.
B2B marketing budget benchmarks range from 5-15% of revenue depending on growth stage: early-stage startups should allocate 15-20% of revenue, growth-stage companies 10-15%, and mature enterprises 6-10%. SaaS companies typically spend higher (15-25%) due to high CAC and long sales cycles. Use this free calculator to get a recommended marketing budget and channel allocation based on your revenue, industry, and growth goals.
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Map every dollar currently spent on marketing. Most companies discover 20-30% goes to channels producing zero qualified pipeline.
Shift budget toward the two or three channels where your ideal customer profile is most concentrated. Not where it's easiest to spend.
Every dollar must be traceable to pipeline. If you can't attribute a spend to opportunities created, it's a branding expense, not a revenue investment.
Double down on what's generating pipeline. Cut what isn't. Budget allocation should evolve as you learn which channels produce the best CAC for your ICP.
| Stage | B2B % | SaaS % | Priority |
|---|---|---|---|
| Pre-revenue / MVP | 20–30% | 25–35% | ICP validation, content, founder brand |
| $1M – $5M | 15–20% | 18–25% | Demand gen, SEO, 1–2 paid channels |
| $5M – $20M | 10–15% | 15–22% | ABM, events, systematic pipeline |
| $20M – $50M | 8–12% | 12–18% | Brand + performance, customer marketing |
| $50M+ | 6–10% | 10–15% | Full-funnel, category creation |
Most companies allocate marketing budget by channel preference, not by ICP concentration. They spend on LinkedIn because someone read it works for B2B. They run Google Ads because a competitor does. The correct approach: identify where your best customers spend their professional attention, then allocate budget in proportion to concentration. A fractional CMO's first task is always to map the ICP to channels before touching the budget.
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