Accounting firms across the country want to know what other firms spend on marketing activities as a percent of firm revenue. This common marketing management question was once difficult to answer because there wasn’t reliable industry peer data. Thanks to the Association for Accounting Marketing, this data is now available. The 2015 Marketing Budget Benchmark Study is an apples-to-apples comparison of spending within firms by firm size, market size and growth rate.
Inside Marketing Budgets
The average firm spends 2.2 percent of firm revenue on marketing, including staff compensation. Firms without marketing staff only spend 1.9 percent of revenue.
And when it comes to staff, firms have one marketer (FTE) per every 65 employees. Personnel costs account for more than one-fourth of dollars spent. Additionally, all but the smallest firms are investing in the use of outside consultants to supplement their marketing.