Marketing Staff and Budgets Growing, but Not Universally

Marketing budgets and staff continue to grow, but many still struggle with resource constraints. On average, companies spent 1.4% of 2015 services revenue on marketing staff and programs.

Julie Schwartz

by Julie Schwartz

February 17, 2016

Marketing budgets and staff continue to grow, but many still struggle with resource constraints. On average, companies spent 1.4% of their 2015 services revenue on marketing staff and programs. The range of spending, however, was wide — from a low of 0.001% to a high of 8%.

In 2016, the estimated growth rate for services marketing budgets is 3.8%, with 43% of marketers expecting to see marketing budget increases. Marketing staff growth is estimated at 6.1%, with 50% of marketers expecting to see headcount increases.

Of course, there is a flip side to these numbers. A sizeable number of marketing organizations aren’t getting budget and headcount increases. A handful are even seeing decreases. Thus, many marketers will continue to be challenged to do more with less, resulting in a less-than-desired cycle of incremental change when the market environment calls for rapid transformation.

 

Learn more about the current state of marketing budgets (and find out how your organization compares) in our 2016 Services Marketing Budget Allocations and Trends Study.

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Marketing Staff and Budgets Growing, but Not Universally

Marketing budgets and staff continue to grow, but many still struggle with resource constraints. On average, companies spent 1.4% of 2015 services revenue on marketing staff and programs.