Marketing Budget Calculator
Set your marketing budget as a share of revenue, then see a sensible starting split across channels for your stage. Treat the split as a conversation starter, not a mandate.
Your numbers
Results update live
Annual budget
$200,000
$16,667 per month
Paid media (35%)
$70,000
Content & SEO (25%)
$50,000
Tools & software (12%)
$24,000
Events & webinars (13%)
$26,000
Headcount & agency (15%)
$30,000
Our Pick
HubSpot Marketing Analytics
Track spend against pipeline by channel so you can move the next dollar with evidence, not politics.
How this is calculated
- Annual budget = revenue x target percent. Monthly budget = annual / 12.
- Each bucket = annual budget x the bucket percent for your stage. The buckets sum to 100 percent.
The stage splits are heuristics, not benchmarks. For a fuller planning process, use the marketing budget template and the always-on budget guide, and pressure-test paid spend with the ROAS calculator.
Frequently asked questions
What percent of revenue should go to marketing?
It varies widely. Many B2B companies land somewhere around 7 to 15 percent of revenue, and high-growth software companies often run higher. Use your own targets and unit economics rather than a blanket number.
Is the allocation split a rule?
No. The splits here are sensible starting points by stage, not prescriptions. Your channel mix should follow where your buyers actually are and what your own data says is working.
Should headcount come out of the marketing budget?
That depends on how your finance team books it. This calculator includes a headcount and agency bucket so the total reflects the fully loaded cost of running marketing, which is the more honest figure.