Thoughtful Strategy

Your Guide to a Strategic Marketing Budget

Create a data-backed budget that sets your company up for success in four steps.

An illustration in black, white, and gold shows a hand reaching into a pie chart that looks like a lattice-crust pie. The hand is taking a slice of pie from the larger pie. In the background is a spreadsheet grid and some geometric shapes.

September is a time for new beginnings, and for marketers, that means tackling the annual budget. While it’s tempting to simply adjust last year’s numbers, a truly strategic marketing budget outlines priorities, resources, and trade-offs. 

Applying these four steps will transform your budget from a stressful spreadsheet into a tool for achieving your goals. 

Step 1: Analyze Last Year’s Data

Don’t just copy it—learn from it. Identify what worked, what didn’t, and where you overspent. This historical analysis will give you the context needed to set performance benchmarks and decide where to invest.

Step 2: Build Your Strategy Using the 70/20/10 Rule

Allocate 70% of your budget to performance channels that drive measurable results. The next 20% should go toward building brand awareness and long-term preference. Reserve the final 10% for experimentation to discover new opportunities. The 70/20/10 rule balances short-term growth with long-term brand value. 

Step 3: Prioritize Your People

Before deciding on which fresh initiatives you want to pursue this year, always prioritize your people. Your team, along with trusted marketing partners, is the most important part of your budget. Begin by calculating your total headcount cost, including salaries and benefits, then subtract this from your overall budget. The remaining funds can be allocated to campaigns, content, and tools following the 70/20/10 framework.

Step 4: Create Consistent Rhythms

A budget is a dynamic system, not a static spreadsheet. Track your spend weekly or biweekly to maintain real-time visibility. With consistent rhythms, you can adjust your approach based on what data reveals. This approach shows how your spending supports broader business goals, building trust and credibility within your company.


Looking for a way to differentiate your brand and achieve new goals in the changing marketplace? At Fig Industries, we are makers of meaningful and strategic brand development that elevates ideas, changes perceptions, and transforms businesses. Let’s work together to create a plan that brings new life to your brand, setting you up for a year of growth.