Tuesday Marketing Notes (Number 101—November 6th , 2007)

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How to Determine Your B2B Marketing Budget
and Get it Approved

The blank-page approach, plus these tips, will help you boost your B2B marketing budget and get it approved

By M. H. "Mac" McIntosh, CBC

It's that time of year again. Time to be planning your B2B marketing budget for the new fiscal year. Here are some practical ideas you can use to formulate your B2B marketing budget and get it approved.
There are three common approaches to budgeting for B2B marketing:

* Take last year's budget and subjectively add to it or cut it to arrive at a figure for this year's budget;

* Use a percentage of sales as the basis for the coming year's budget. With this approach, you look at what you plan to make in sales in the coming year and multiply that figure by a percentage; the result is your B2B marketing budget for the coming year. For marketing business-to-business, four percent (excluding personnel costs) is a common multiplier. Note that you should avoid using last year's sales volume as the basis for this calculation. If last year was a bad year for your company, and you only budget for four percent of that amount, you won't have a large enough B2B marketing budget to meet your growth goals in the coming year;

* Use blank-page budgeting, which is the best approach. With this technique, you build the B2B marketing budget from scratch, using your B2B marketing plan and its business-to-business marketing communications tactics to create the budget.

I recommend that you use the blank-page budgeting approach.

To assist with blank-page budgeting, download my free B2B Marketing Lead Calculator Excel® spreadsheet, one of my B2B ebusiness marketing tools. It will help you to determine how much funding you will need, in general, to meet the coming year's sales goals.

Then, starting with a blank page, list all the costs for the B-to-B marketing tactics identified in your B2B marketing plan (e.g., rentals, postage, materials, printing, design, photography and writing services) and total them up to determine the budget you need.
I also recommend you provide your management with three B2B marketing budget options: minimum, target and stretch.

These three budget levels reflect how much funding is required to meet your company's minimum, target and stretch sales revenue goals. You can explain that meeting the minimum sales goal will cost X dollars, meeting the target goal will cost Y dollars and meeting the stretch goal will cost Z dollars.

Typically, when management is presented with proposed B2B marketing budgets that show a relationship to the company's goals, they will pick the budget linked to the goal they believe is most appropriate for the company rather than simply cutting the single budget number you otherwise may have proposed.
Use your B2B marketing plan to justify the budget.

To fortify your budget proposal, be prepared to explain to management, in general, how you intend to allocate the funds. Your proposal should include a written B2B marketing plan geared to each of the three budget levels, including an executive summary, a situation analysis, corporate goals, B2B marketing strategy and tactics, the marketing calendar and the budget.

For help with creating your B2B marketing plan, visit "How to Boost Your Company's Sales with Marketing" guide and its companion "Boost Sales with Marketing Worksheet," another of my B2B e-Business marketing tools.

Unless you are planning to use your B2B marketing plan when raising money from investors or getting a loan from the bank, don't worry about making it fancy. A PowerPoint presentation along with some Excel® spreadsheets listing action items and budgets is all you usually need.

Get Your B2B Marketing Budget Approved

If your managers resist your budget proposal, emphasize the cause-and-effect relationship between your B2B marketing plan/budget and the company's sales goals.

If they talk about cutting the budget from the current level, ask them which sales they are willing to give up, because cutting the budget will result in less sales revenue.

Use the B2B Marketing Lead Calculator (mentioned earlier) to show them the relationship between budget, marketing touches, leads and sales.

Dramatic tactics can sometimes rally management support. For example, obtain copies of all B2B marketing materials from all your competitors and, before meeting with management, wallpaper the conference room with these brochures, Web site printouts, ads and so forth. This has been known to evoke a strong emotional response in favor of boosting the B2B marketing budget.

M. H. "Mac" McIntosh is described by many as one of America's leading business-to-business sales and marketing consultants and an expert on the subject of sales leads. He is president of Mac McIntosh Incorporated, a sales and marketing consulting firm specializing in helping companies get more high-quality sales leads and turn them into sales. More about Mac...