Marketing Budget Calculator
Recommended marketing spend as % of revenue depends on stage. Pre-PMF: 25–60% revenue (acquisition-heavy). Post-PMF: 15–30%. Scale: 10–20%. SaaS averages 10–20% lower than D2C. The right number depends on growth target and runway.
- Pre-PMF: 25–60% of revenue.
- Post-PMF: 15–30%.
- Scale-stage: 10–20%.
Spend = Revenue × Stage% × Type-adjustment × Growth-adjustment- Pick your business stage honestly.
- Type adjusts for gross-margin reality.
- Growth target shifts within the stage band.
- Revisit quarterly as you transition between stages.
Frequently asked questions
Why does pre-PMF need more spend as % of revenue?
Pre-PMF revenue is small; absolute spend stays similar to post-PMF but as % of revenue is higher. The math reflects the discovery cost.
Should I include all marketing or only ad spend?
All marketing — including team salaries, tooling, content, agencies, paid. % of revenue makes most sense as fully-loaded marketing spend, not just media.
Yes. SaaS has higher gross margin (75%+), so % of revenue can be higher without breaking unit economics. D2C with 35-50% gross margin is more constrained.
How does stage shift over time?
Pre-PMF lasts 12-24 months typically. Post-PMF transition signals: 30%+ organic growth, repeat-purchase signals (D2C) or NRR > 100% (SaaS). Scale stage: predictable acquisition + sustainable unit economics.
Want this applied to your business?
The tool gives the model. The audit applies it to your specific stage, ICP, and unit economics. Free 30 minutes.