“Everyone in our sector spends about 5%.”
An industry average says nothing about your growth target, distribution, margin, brand status or commercial capacity.
BrandQs Lab / interactive decision tool
Marketing Budget Planner
No magical percentage of revenue, but scenarios built around growth ambition, margin, competitive pressure, brand maturity and availability headroom.
Scenario planner
Budget is not a percentage from a table.
This planner makes assumptions visible. It translates revenue, growth ambition, competitive pressure, brand maturity and commercial headroom into a range — not a pseudo-precise answer.
01Growth ambition02Commercial reality03Brand × demand balance
Indicative investment range
€160,466 – €230,914per year
Midpoint €195,690 · 6.5% of revenue · balanced
Difference vs current budget+9%
Brand building53%
Demand & activation37%
Learning & experimentation10%
Question 1Can operations deliver what marketing sells additionally?
Question 2Is your distribution/search/conversion capacity strong enough?
Question 3Which 10% of the budget is meant to reduce uncertainty?
Work with scenarios, assumptions and decision triggers.
Increase or decrease budget as evidence on incrementality, brand health, availability and sales capacity changes.
Educational scenario tool. Not financial advice, a forecast or a benchmark database. Investment decisions should also model contribution margin, payback, media efficiency, incrementality, category economics and capacity.