One of my favorite quotes comes from Peter Drucker. Considered the father of business consulting, he made an insightful observation:
"Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business."
For
many CEOs though, marketing somehow seems like a cost, rather than an
investment. They come to me seeking benchmarks and comparisons with competitors
to know how much they have to spend. What
no one wants to hear is the real answer to the question of how much should be
spent in marketing, which is “it depends.” Since we are in budgeting and
planning season right now, I thought I would give you some practical advice and
guidelines to consider.
First, consider the
type of business you are in, your target market and how you sell. The size of a marketing
budget can vary based on a company’s industry, position in the industry,
whether it is selling products, services or both, size, stage of development,
the target market, etc. (In general B2B marketing spend is less than that for a
B2C focused company.) Most companies allocate between 5 and 12% of revenue for
marketing, but it can vary widely depending on a company’s business and
marketing objectives. Having said that, if you need a ballpark, start with 8%
and adjust from there.
Secondly, make
sure your marketing strategy and budget support a clear, focused business
strategy
(grow market share, expand into new markets, launch new revenue-producing
products/services, increase customer retention, etc.). To grow market share you
may need to spend more. If you go into new markets, you’ll need to spend more
or decrease spending on other initiatives or in other markets. Also, add a
budget amount for “unexpected opportunities” which you won’t want to pass up
when the time comes – even if you don’t know what it will be!
Lastly, consistently
and accurately track the impact of marketing activities to determine what drives
revenue
(short & long term), customer retention and other metrics. Rank the
marketing activities based on expected “bang for the buck” payback. Now build a
marketing budget from the ground up. Those activities with the biggest payback
go into the budget. Then execute, measure, adjust and repeat!
As the CEO, the questions you
should ask about your marketing budget are:
1.
Is our business strategy aligned across the company so initiatives
in each department, especially in marketing, support the company’s goals? How does
our marketing budget support those goals and the way we sell?
2.
If we spent more could we significantly increase our market
awareness or grow our customer base and market share? Can we afford or are we
willing to make that investment now, and what are the implications or tradeoffs?
3.
Do we have reliable (and consistently used) tracking systems
in place to know whether we are spending our limited marketing dollars on the
right things? How do we know our marketing dollars are being invested in the
most productive way?
Additional Resources
One
free resource about marketing budgets is an annual report summarizing an August
survey of CMOs available at www.cmosurvey.org/results/. The survey results are broken out based
on industry and company size. (Note: Marketing budgets as a percentage of
revenue have been rising steadily since February 2011 according to the August
2012 survey of CMOs. www.cmosurvey.org/blog/marketing-spend-on-the-rise-%E2%80%93-three-trends-worth-watching/)
If you are interested in reading
some more articles about the marketing during recessions, here are some links:
ELIZABETH ANDREINI
As the President of Accelerate Marketing, LLC,
Elizabeth Andreini, is the “secret weapon” CEOs turn to at key growth points
when they need to transform marketing and product management to grow their
customer base, increase revenue & scale their business. In addition to
providing experienced executive insight and guidance, Elizabeth often works as
an interim CMO or VP to provide the hands-on leadership needed to rearchitect
marketing and product management and improve execution from the inside.
Elizabeth
Andreini, founder & president of Accelerate Marketing, LLC
Accelerate
Marketing, LLC
206-769-3420
or elizabeth@accelerate-marketing.com
Twitter:
@acceler8mkting
LinkedIn:
www.linkedin.com/in/elizabethandreini
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