Marketing Budget as % of Revenue Calculator
Size a marketing budget from a target percentage of revenue, and check what your current spend represents as a share of sales.
How it works
Recommended budget = revenue × target% · Current % of revenue = current spend ÷ revenue × 100
Budgeting marketing as a percentage of revenue keeps spend proportional to the size of the business. Surveys put typical marketing budgets around 7–12% of revenue, with B2C and high-growth companies at the higher end and mature B2B firms lower. The percentage is a starting frame, not a law: a company chasing aggressive growth may deliberately overspend the benchmark, while one optimizing for profit may run leaner. Comparing your current spend to the target shows how far your investment sits from the level you have chosen.
Worked example
A business with $2,000,000 in revenue targeting 8% would budget $160,000 a year — about $13,333 a month. If it currently spends $150,000, that is 7.5% of revenue, leaving it $10,000 under the target.
Frequently asked questions
What percentage of revenue should go to marketing?
Common benchmarks fall around 7–12% of revenue. B2C, e-commerce and high-growth companies tend to spend more; established B2B firms often spend less. Treat it as a starting point and adjust for your growth goals and margins.
Should the percentage be based on past or projected revenue?
Both are used. Basing it on projected revenue funds the growth you are aiming for; basing it on trailing revenue is more conservative. Fast-growing firms often budget off projections, mature ones off actuals.
Is a higher marketing budget always better?
No. Beyond a point, extra spend delivers diminishing returns. The percentage frames the investment level; efficiency metrics like ROAS, CAC and payback period tell you whether the money is working.
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Educational estimate, not financial advice.