We’ve all been there. You walk into the budget meeting with brilliant strategies and a reasonable marketing budget request.

Then the CEO or CFO gives you that look.

Let’s talk about how to get your marketing budget approved without losing your mind.

Why Budget Approval Is So Hard

Here’s what you’re up against:

Marketing is seen as a cost centre, not a revenue driver. The CEO wants growth yesterday but also needs to protect cash flow. You’re asking for investment in activities that take time to show results.

Sound familiar?

Speak Their Language: Revenue, Not Reach

Stop talking about impressions and engagement. Start talking about pipeline, revenue, and customer acquisition costs.

Build Your Business Case: The Winning Formula

1. Start With Company Goals

Open with the CEO’s own words. Quote the annual strategy.

“Our goal is £10M revenue, up from £7M. To get there, we need 500 new customers at £6,000 average deal size.”

Now you’re on their side of the table.

2. Show What Revenue You’ll Drive

Work backwards from revenue targets:

“To win 500 customers, we need 5,000 qualified leads at our 10% conversion rate. Current marketing generates 3,200 leads. We need 1,800 more.”

You’ve turned your budget request into a revenue gap that needs closing.

3. Present Industry Benchmarks

CFOs love benchmarks.

“B2B services companies invest 5-8% of revenue in marketing. At £7M revenue, that’s £350K-£560K. We’re currently at £280K (4%). We’re underspending vs competitors.”

Now your request isn’t ambitious. It’s bringing you up to standard.

4. Prove What’s Working

Show your current ROI:

“Last quarter, paid search generated £420K revenue from £35K spend. That’s 12:1 return. Content marketing drove leads at £45 each vs £180 for paid ads.”

Data kills objections.

5. Detail the Competition

Your CEO stalks the competition. Use that.

“Our main competitors outspend us 3:1 in paid search. They rank for 45 key terms we don’t. They’re running campaigns across channels we’re absent from.”

Nothing motivates like competitive threat.

How Much Should You Ask For?

Most businesses invest 5-10% of revenue in marketing.

Your Growth Stage:

  • Steady state: 5-7%
  • Aggressive growth: 10-15%
  • Market disruption: 15-20%+

Industry Benchmarks:

  • B2B Services: 5-8%
  • Technology/SaaS: 10-20%
  • E-commerce: 7-12%
  • Professional Services: 3-7%

Market Position:

  • Market leader: Lower spend maintains position
  • Challenger brand: Higher spend captures share
  • New entrant: Significant investment needed

Break Down Your Budget

Show exactly where money goes:

Digital Marketing (40-60%) Paid advertising with projected ROI, SEO with cost per lead, email marketing with retention value.

Brand Building (15-25%) Design and creative, video content, brand development linked to pricing power.

MarTech Stack (10-20%) CRM and automation, analytics tools, social management.

Traditional/Events (varies) Trade shows with pipeline per event, PR with media value.

Team/Agency Support What capabilities you’re buying and why.

Handling Tough Questions

“Why can’t we do this cheaper in-house?”

“We could, but hiring costs £91K. The agency delivers for £60K and we can scale flexibly.”

“Can’t we just boost our best channel?”

“Paid search is maxed out. We’re bidding on all profitable keywords. Growth requires new channels.”

“What if it doesn’t work?”

“We’ll test with 20% of budget in Q1. If we hit targets, we scale. If not, we pivot. Quarterly reviews built in.”

“Last year didn’t deliver what you promised.”

“True. We projected 4,000 leads and delivered 3,200. But cost per lead dropped 18% and conversion improved from 8% to 12%. We learned to target better quality over quantity.”

The Incremental Approach

Facing resistance? Don’t ask for everything at once.

First Quarter: Request 40% to pilot with clear metrics. Second Quarter : Show results, request next tranche with proven ROI. Quarter 3-4: Scale what’s working.

This reduces risk and builds trust through evidence.

Present Like a Finance Person

Lead with executive summary: One slide with the ask, expected return, timeline.

Show your working: Detailed spreadsheets with clear assumptions.

Include scenarios: Best case, expected case, worst case.

Build in checkpoints: Quarterly reviews with success metrics.

Quantify everything: Tie brand awareness to pricing power and customer lifetime value.

Keep Your Budget: Quarterly Reporting

Getting budget approved is one thing. Keeping it is another.

Show quarterly:

  • Revenue attributed to marketing by channel
  • Cost per lead and acquisition trends
  • Pipeline coverage and quality
  • Competitive share of voice
  • Return on investment

When you prove value consistently, next year’s conversation is easier.

The Bottom Line

Getting marketing budget approved shouldn’t feel like pulling teeth.

Speak their language. Build a bulletproof business case. Show you understand risk. Prove what works and be honest about what doesn’t.

The CFO isn’t your enemy. They’re protecting the business you’re trying to grow. When you frame your budget as an investment in company targets rather than a cost, everything changes.

Need help building a watertight business case? We’ve helped marketing leaders secure the investment they need. Let’s talk.