Turn annual revenue and a target marketing spend into an annual budget, a monthly budget, and a suggested split. The formulas are on this page, so you can cite them.
This calculator turns annual revenue and a marketing spend percentage into an annual budget, a monthly budget, and a suggested split. The split is a planning assumption published with this tool. It is not a survey result.
Annual marketing budget = annual revenue times (marketing spend percentage divided by 100).
Monthly marketing budget = annual marketing budget divided by 12.
Category budget = annual marketing budget times (category share divided by 100).
Displayed money is rounded to the nearest penny. Twelve rounded monthly figures can differ from the annual figure by a few pence. The category shares in each mix add up to 100%.
If the spend percentage is left blank, the calculator fills in 8% for steady growth, 12% for ambitious growth, and 15% for high growth. With no growth goal and no spend percentage, it uses 8% and the steady mix. Established B2B companies often invest 5% to 10% of revenue. When growth is the priority, 10% to 20% is a common range. These defaults sit inside those ranges.
If you enter a spend percentage, that percentage is the one used, whatever the growth goal says. The goal only chooses the mix below. No growth goal uses the steady mix.
A higher growth goal moves share towards demand generation and testing, and away from content, brand, and operations. That is a planning choice for this tool, so pipeline work takes a larger part of the same total.
Annual revenue £2,000,000. Marketing spend 8%. Growth goal: steady. Annual budget = £2,000,000 times 0.08 = £160,000. Monthly budget = £160,000 divided by 12 = £13,333.33. Demand generation at 30% is £48,000. Content and brand at 25% is £40,000. Website, operations, and tools at 15% is £24,000. Events, partnerships, and account programmes at 15% is £24,000. Sales enablement at 10% is £16,000. Testing and contingency at 5% is £8,000.
Treat the annual figure as the planning total for the year, and the monthly figure as a typical month. The split is a starting point for a conversation with finance and sales. If one channel is already working, keep the total and move share towards it. Recalculate when revenue or the growth goal changes.
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Cite this tool. Suggested link text: B2B marketing budget calculator. URL: https://adamhughes.studio/tools/marketing-budget-calculator