- B-to-b software companies under $100MM are betting big on marketing. As a percentage of revenue, these companies are doubling down on marketing. In 2006, they reported that they spent 7 percent to 9 percent of their revenue on marketing. Since then, the United States has gone through a recession and we’ve witnessed a transformation to software-as-a-service business models. Today we’re seeing most of these companies investing in the range of 8 percent to 16 percent.
- Spending is up significantly for systems/tools and outsourced services. Across all revenue bands, we’re seeing a large portion of increasing marketing investment going to systems/tools and outsourced services. In 2010, when we first started tracking the investment marketing organizations were making in this area, we saw a range of 3 percent to 6 percent across companies of all sizes. Today, that number has expanded to 7 percent to 15 percent.
The Sirius get-together is in May in Nashville.