Proof + Salesforce bring you Marketing Budget Tools that eliminate spreadsheets.

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Trusted to Manage + Optimize Billions in Marketing Spend

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Listen to top marketers talk about why Proof is so important

Nick Robinson
Nick Robinson
Head of Demand Americas
Erica Brinker
Erica Brinker
Chief Commercial Officer
Julie Brown 3
Julie Brown
SVP Global Change Management
Hanns Schempp
Hanns Schempp
Head of B2B Marketing
Brent Diggins
Brent Diggins
Global Managing Partner, Performance & Intelligence
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Reagan Tully
Chief Marketing Officer

Marketing Budget Tools

5 min

Marketing budgets are typically developed on a quarterly or annual basis. A company's marketing budget involves the total amount of money it allocates for all expenses related to promoting the product or services it provides. Any marketing strategy, tool, or campaign is included in the marketing budget. An effective marketing budget is comprehensive, including every project planned for both the short and long term. An advertising budget and a marketing budget are different. 

A marketing budget meaning the careful assessment of money spent or planned for every aspect of marketing. Marketing budgets are not limited to ad campaigns. For example, a marketing budget includes paid advertising, sponsored web content, registered blog domains, marketing automation software tools, and marketing staff. A marketing campaign spend total is the amount of money spent on advertising within a campaign. This spending amount is also included in a comprehensive marketing budget.

With so many moving parts involved with marketing today, it is important to have a way to keep track of every dollar spent, where it is spent, and the acquired product or service. Marketing budget tools help marketing teams keep track of their marketing campaign spend and provide a comprehensive view of their budget. A unified view of marketing budgets and plans helps marketing teams make informed decisions about ongoing marketing efforts. In addition, an organized view of marketing budget and spending improves the team's efficiency. Marketing budget tools help marketing managers better understand where money is spent and quickly access their available budget for the remainder of the quarter or year.

Proof analytics offers a marketing resource management software solution that provides everything marketing departments need to manage their budgets and planning in a single tool. Proof MRM on Salesforce™ features intuitive and real-time collaboration on the Salesforce platform. Proof Analytics provides marketing teams with a full suite of products, including campaign planning, approvals, scheduling, and automated optimization. In addition, it is a marketing analytics and budgeting tool that provides the best marketing resource management available today.

Importance Of Marketing Budget

Marketing today is much more than advertising or performing promotional campaigns. Modern marketing budgets must cover many areas of planning, creation, pricing, and distribution of products and services. The importance of marketing budgets goes hand in hand with ROI (return on investment). A marketing budget gives marketing departments an understanding of how much money is spent, how it is spent, and the results of those marketing efforts. In addition, a well-developed marketing budget provides a sense of direction for marketing efforts helping marketing departments allocate resources effectively. An established budget also provides a basis to help assess results from marketing campaigns.

B2B marketing budget allocation is crucial because selling a business-to-business solution involves a different approach. For example, B2B marketing departments must allocate marketing spend to best reach the decision makers within the organizations they are targeting. A marketing budget should be a percentage of a company’s revenue. Different industries spend at different levels. Therefore, marketing budgets may vary. For B2B companies, marketing spend is typically lower than for B2C companies. The lower percentage of marketing spend for B2B companies supports the need for B2B marketing departments to carefully allocate and monitor where their marketing spend is going through expert analytics. Proof Analytics is a top-rated marketing resource management tool designed to help B2B Saas companies maximize their marketing efforts.

Marketing Budget Allocation By Channel

Once a marketing budget is established, it's time to decide where to allocate spending. Marketing budget allocation by channel is crucial because there are many marketing channels today. Most companies engage in multi-channel marketing, making budget allocation by channel even more vital. Setting up a marketing budget allocation by channel helps establish a better comparison between different marketing channels so marketing managers can see where they receive the best ROI.

You must set goals and know your target audience when setting up a marketing budget by channel. Analyzing past performance can help determine where to spend, and researching competitors can give insight and help avoid pitfalls. Implementing marketing resource management tools is the best way to keep track of your marketing budget allocation by channel. In addition, an MRM tool can help you obtain and understand data-driven results from campaigns compared to marketing spend for that particular channel. Diving into current marketing trends for your industry is another effective way to help determine where to allocate your marketing spend by channel. For example, B2B marketing efforts focus on social media, mobile campaigns, and search engine optimization SEO. Most B2B and B2C marketing focus on online, mobile marketing instead of offline marketing.

Marketing Budget Allocation

Budgeting allocation is a common struggle for marketing departments. Marketing managers must understand where to spend the available funds for their marketing strategy to work. Many factors affect the level of success a marketing plan produces. Several of those factors involve which campaigns to launch and on what platforms. Marketing budget allocation significantly affects how marketing departments strategically spend their budgets.

A marketing budget allocation example shows what is included when allocating spend. Areas such as software tools, marketing staff, vendors and consultants, content creation, SEO, digital advertising costs, events, and training must be included in the budget and allocated correctly. Developing a marketing budget allocation model starts with setting marketing goals, knowing the budget, and then outlining the marketing.

When setting marketing budget percentages by category, it is imperative to designate spending to the platforms and channels where your audience engages. Another vital component of a marketing budget today involves diversifying marketing strategies with a multi-channel approach. Synchronizing marketing departments and sales teams helps companies maximize efforts in both areas. Marketing resource management tools such as Proof Analytics on the Salesforce™ integrate data and empower marketing departments with vital sales team information.

Marketing Budget Example

A marketing budget provides a framework that includes all the money a company spends on marketing-related projects. Typically a marketing budget is set quarterly or annually. Marketing budgets may consist of expenses such as paid advertising, any digital marketing, marketing department staff, sponsored web content, registered blog domains, and any marketing automation software. Marketing budgets vary by business industry and company size. An average marketing budget example is a 30% spend allocation to paid ads, 30% to social media,  and 40% to event marketing.

Some marketing budgets are not inclusive of all marketing efforts. For example, a budget may allocate funds specifically for digital marketing. A digital marketing budget example includes using funds exclusively for digital marketing versus live events or print marketing. Digital marketing is broad, so these funds must cover website development, digital ads, search engine optimization, content creation, and other aspects of digital marketing. A digital marketing budget plan example may be 40% paid, 30% organic search and 30% social media.

Many marketing budget examples are used when evaluating a company’s marketing needs. Therefore, it is crucial to understand the goals and target market when determining which marketing budget model to use for marketing budget allocation.

Marketing Budget Categories

Marketing budget categories include brand marketing, digital marketing, events promotions, partnership marketing, and many more. Also, within some categories like digital marketing, there are subcategories. Digital marketing subcategories include paid digital marketing ads, social media marketing, organic search marketing through search engine optimization, and more. A marketing expenses budget will keep track of all marketing expenses within each category. Due to the many categories and subcategories involved with multi-channel marketing efforts today, it is crucial to have a way to keep track of all expenses and analyze the results from each category. Establishing an accurate ROI for each category will help marketing departments maximize their budgets and allocate money in the best way possible.

Marketing resource management tools such as Proof Analytics on Salesforce™ empower marketing teams with intelligent information and data analysis. Marketing is much more than a simple campaign launch. There are many moving parts involved in successful marketing. Marketing departments need a comprehensive view of each marketing channel, campaign, and budget allocation. Implementing the best MRM tools, such as Proof Analytics helps marketing teams succeed in today’s competitive market.

Marketing Budget Planning Software

Market budget planning software can automatically update multiple categories saving a significant amount of time for marketing departments. Eliminating the need to update every category then run manual analytics manually. Marketing budget planning software helps marketing departments budget and plan for marketing campaigns effectively. Working as a collaborative tool that creates transparency for marketing teams, a web-based marketing tool improves communication and efficiency. In addition, a marketing budget software solution can help sales teams and marketing departments access vital information needed to perform their jobs effectively.

Since many sales teams use Salesforce CRM, it is beneficial to have a Salesforce native marketing resource management MRM planning tool. Proof Analytics has the only MRM native on Salesforce and is available in the Salesforce app exchange. With Proof Analytics, companies have simple, affordable, scalable data analytics in the form of a self-service MRM tool. It is a solution that gives marketers the tools for full-scale campaign planning, budgeting, digital asset management, collaboration, compliance, and approvals on one platform. In addition, it is a powerful marketing budget planning tool and much more. Proof Analytics empowers marketing teams to maximize budgets and continually improve marketing efforts through innovative, intelligent tools.


  • Control the planning process with the only MRM native on Salesforce
  • Achieve and prove your ROI with continuous progress reporting
  • Speed up your sales process by collaborating in automated workflows
  • Get full transparency of budget and asset approvals for a fraction of the cost
Person 1

“No other analytics software delivers the easy affordability, scalable accuracy, perpetual updates & intuitive ease of understanding that Proof gives analysts, marketers & business leaders. We see Proof as the missing piece.” 

Senior Director of Product Management Partner Ecosystem
Person 2

“Proof MRM on Salesforce™ has completely changed the game for marketers.”

Person 3

“The value of data is only realized when you apply analytics to uncover the insights that improve your effectiveness. Proof is a gamechanger in this respect.”

DELL Chief Evangelist, Data & Analytics
Person 4

“Proof has delivered a powerful suite of self-serve MRM and MMM analytics that enable full-scale campaign planning, budgeting, digital asset management, collaboration, compliance and approvals, and Marketing Mix Modeling — all on the Salesforce platform and all at a price that makes it impossible for marketing teams to not say Yes to.”

Donovan Neale-May
Executive Director of the Chief Marketing Officer (CMO) Council and Business Performance Innovation Network
Person 5

“Marketing consumes a lot of a company's cash. In B2B, it can take months to see a return. Marketers have a real responsibility to every other part of the business who also wanted that budget money; not just to make it count but to prove that they made it count.”

Global Director of Business Transformation
Person 6

“For years, marketers and business leaders have struggled to work as #OneTeam. It’s one of the longest-lasting feuds in the business world. Proof MRM on Salesforce solves this longstanding problem by delivering a best-in-class MRM platform native on Salesforce, coupled with accurate, easily understood Marketing Mix Modeling analytics.”

Sangram Vajre
Best-selling author, B2B CMO, ABM Leader
Chris Talago 1

“Rooted in more than a decade of award-winning work, Proof Analytics is a transformative software solution that proves the business impact of marketing and communications. Proof has been recognized by industry analysts, customers and business leaders for its innovation and technical excellence. Really well done.”

Chris Talago
AWS director of communications, EMEA and APJ
kelli-parsons_tcm-37316 1
“Proof Analytics combines rapid data integration, advanced pattern recognition, and automated analytics to help business and functional teams know what to invest in, how much to invest, and what the business impact is – even in long-cycle situations. Proof delivers real accountability and transparency while showing very clearly how marketing and communications are jet engines of growth.”  
Kelli Parsons
Global Chair, Corporate Affairs and Advisory, Hill & Knowlton / WPP
Cathy Lanning 1-1
“Today’s challenging market conditions mean that Accountability, Transparency and Proof of Impact have never been more important for marketing teams. Proof MRM on Salesforce is the only marketing resource management tool built natively on Lightning and available through the AppExchange, delivering full-power functionality plus fast set up, all at a price that fits comfortably into today’s budget realities. What’s more, Proof has integrated its award-winning, automated Marketing Mix Modeling analytics into the platform. Proof MRM on Salesforce is the crucial piece for modern marketing teams.”   
Cathy Lanning
Managing Director, Salesforce Industry Business Consulting

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