Match Your Budget to Your Market Position
Build a flexible budget by aligning to business goals and justifying ROI.
Member Challenge
Tech marketers must balance the need for quick results with the challenges of getting the budget to support essential long-term campaigns, all while facing challenges such as:
- A leadership team with ideas for marketing that are often not based on metrics or experience.
- CFOs who do not understand marketing’s contribution to the company’s success.
- Conflicting priorities of both quick-win revenue strategies and pushing to implement scale-building activities.
- Being asked to be first to cut budget in times of economic headwinds.
Our Advice
Critical Insight
In the past, marketers might have argued that some marketing activities were too difficult to measure. But today's successful marketers know that there are ways to measure the impact of all their marketing activities, and they use this data to improve their results and justify their spend.
Impact and Result
The blueprint aims to guide CMOs at every stage in their mission to become full participants in their company’s growth. It also provides them with the tools they need to defend their budgets in the face of adverse economic headwinds. The blueprint outlines strategies for CMOs to earn respect and become integral parts of their company’s growth. Successful CMOs speak the language of metrics, set up metric-driven organizations, collaborate well internally, and balance short-term revenue campaigns with long-term brand building.
Research & Tools
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1. Match Your Budget to Your Market Position Deck – Create a transparent, aligned, and agile budget to build your status as a respected leader and to drive company growth.
This deck helps CMOs review budgets, create forward-looking strategies, prioritize spend, and pivot to low-effort, high-return campaigns. It's the perfect tool for CMOs who want to get the most out of their budget.
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Match Your Budget to Your Market Position – Phases 1-2
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2. Marketing Budget Worksheet for Software & Technology Companies – A comprehensive tool that allows you to create a marketing budget based on your annual recurring revenue goals, the size of your company, and your average annual contract value.
Built specifically for SaaS and tech companies, our worksheet lets you create a data-backed marketing budget tailored to your business growth goals. Just input key revenue metrics like your ARR target, company size, and average contract value. Our worksheet calculates your recommended budget as a percentage of ARR based on benchmarks.
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Marketing Budget Worksheet for Software & Technology Companies
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3. Marketing Budget Presentation Template – A template to show the budget allocation compared to benchmarks and the alignment of the marketing budget to the company goals and other teams who need marketing support.
With designated sections for company goals, marketing objectives, cross-departmental alignment, budget allocation, and benchmark comparisons, this template provides a streamlined framework to demonstrate the strategic value of your marketing investments.
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Marketing Budget Presentation Template
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