Content revised 21 October 2026.
A monthly marketing budget should fit the business’s goals, resources and ability to serve customers. No historical percentage applies automatically to every company.
Define the work and outcome
List the priority audience, offer and decision you want to improve. Separate research, creative, development, management and media costs. A revenue percentage alone does not describe the scope or whether measurement is ready.
Use business-specific assumptions
Review actual capacity and an affordable test plan with the responsible business advisers. Label estimates and include the costs of delivery and follow-up. The old article’s percentages and survey claims should not be treated as current universal recommendations.
Review before scaling
Agree what evidence will support the next budget decision and when it will be reviewed. Separate enquiries from completed sales and cash received. Marketing spend can support learning and growth without guaranteeing a return.
Official guidance: SBA marketing and sales planning.