Marketing Budget Calculator
See what a company your size should spend on marketing per year and per month, using Gartner's 2025 CMO Spend Survey ranges.
Open the calculator- Based on Gartner 2025 data
- Works for any company size or industry
- Get annual and monthly ranges
The ranges come from Gartner's 2025 CMO Spend Survey of 402 marketing leaders, most at companies over $1 billion in revenue. Companies at $5M to $100M often spend a higher share to grow, so treat the result as a floor, not a ceiling.
How the calculator works
It applies a percent-of-revenue range to your annual revenue. The three ranges map to the three groups Gartner found in its 2025 survey.
| Target | Share of revenue | Who spends like this |
|---|---|---|
| Hold | 4% to 6% | Gartner's "budget-conscious" group sits at 4% or less. Half of all CMOs reported 6% or less |
| Grow | 6% to 7.7% | From the median (6%) to the survey average (7.7%), flat since 2024 |
| Push | 7.7% to 10.5% | Up to the line where Gartner's "big spenders" start, at more than 10.5% |
The paid media line uses Gartner's finding that paid media takes 30.6% of the average marketing budget. The rest goes to people, agencies, technology and content.
What the number does not tell you
Percent of revenue is a starting point. Two companies at $20M can need very different budgets. A B2B services firm with 40 deals a year and a $50k average contract needs far less paid media than a DTC brand doing 100,000 orders. Check the result against two numbers you already have: what a new customer costs you today, and how many new customers the growth target needs. If the budget cannot buy that many customers at today's cost, either the target or the cost per customer has to move.
Our free audits look at exactly that: where the current spend goes, what each channel returns, and what to cut or add first.
Common questions
What percent of revenue should a $10M company spend on marketing?
Using the Gartner ranges, a $10M company lands between $400k and $1.05M a year, or roughly $33k to $88k a month. The low end holds position. The high end funds a push for 25% or more growth. Most growing companies at this size sit in the $600k to $770k band.
Does the budget include salaries?
Yes. The Gartner figure covers the whole marketing budget: in-house staff, agencies and freelancers, paid media, marketing technology and content production. If you only count ad spend, use the paid media line instead.
Is 7.7% a lot or a little?
It is the average across large companies in North America, the UK and Europe. Industry moves it a long way. Fast-growing software and consumer brands spend well above it in a growth year. Mature industrial and distribution companies spend well below it. Your industry and growth target matter more than the average.
Should a B2B company spend less than a B2C company?
Usually, yes. B2B companies with long sales cycles and high contract values spend more on sales and less on media. But the budget still has to cover the channels that produce pipeline: search, content, events and outbound. Use the Hold or Grow range as a start and check it against pipeline targets.
Where does the 30.6% paid media share come from?
Gartner's 2025 CMO Spend Survey, published 12 May 2025. Paid media was the largest single line at close to one third of the total budget.
Do you store my numbers?
No. Everything runs in your browser. Nothing is sent to us.
Sources
- Gartner, "Gartner 2025 CMO Spend Survey Reveals Marketing Budgets Have Flatlined at 7.7% of Overall Company Revenue", press release, 12 May 2025. 402 CMOs and marketing leaders in North America, the UK and Europe, surveyed December 2024 to March 2025.