HOW TO DIVIDE SALES AND MARKETING BUDGET IN B2B: BENCHMARKS AND INSIGHTS

Summary from the TLDR Marketing newsletter

Sales often gets more budget because it is directly tied to revenue, but overspending on sales without enough marketing support can hurt pipeline growth. The general rule is to allocate 30% of the combined sales and marketing budget to marketing, though this varies based on company size, contract value, and growth rates. Smaller companies and fast-growing companies often spend more on marketing, while companies with higher contract values allocate more to sales. It's important to use the 30% rule as a starting point but adjust the ratio based on company-specific factors.