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FP Collectiv card: "Set the Budget From Revenue Backwards — Last year plus a percent quietly erodes share of voice, and the position that came with it"
How to Set a B2B Marketing Budget When You Don't Have Benchmarks b2b marketing marketing budget marketing fundamentals marketing strategy Jul 10, 2026

The most common approach to B2B marketing budget setting, taking last year's figure and adjusting it by a percentage, almost always produces the wrong number. It anchors to what was historically spent...

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