Gartner Research

Ignition Guide to Creating the Annual Marketing Budget

Published: 05 July 2016

ID: G00340800

Analyst(s): Marketing Research Team


Building the annual marketing budget is complex, forcing marketing leaders to make tradeoffs between spending priorities and budget model. This guide will help marketing leaders to create budgets aligned to strategic marketing priorities.

Table Of Contents



Step 1 of 5: Plan for the Budgeting Process

Project Objectives

Roles and Responsibilities

Before You Start

Common Pitfalls and Keys to Success

Step 2 of 5: Initiate the Marketing Budget Process


How to Set Up for Success

Step 3 of 5: Revise the Budget Estimates


How to Set Up for Success

Step 4 of 5: Finalize and Communicate the Marketing Budget


How to Set Up for Success

Step 5 of 5: Monitor Budget Performance

Review Your Performance

Keys to Continued Success

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