whitepaper: How to Set Marketing Budgets

Finding an acceptable marketing budget to help grow the business that delivers incremental value and does not crowd out other business investment can be one of the most challenging decisions for marketing departments and their company’s executive teams. Given adequate analysis and evidence, it need not be so difficult.

• Benchmarks can be a useful starting point for identifying marketing mix issues and setting budgets.
• Share of Voice and Revenue proportion benchmarks can be particularly helpful.
• Marketing Mix Modelling is an advanced technique but adds precision and trust to budget setting.
• Long-term Brand Equity and Valuation modelling is needed to tell the whole story of marketing ROI.