Commentary

Companies Expect Increased Marketing And Sales Budgets In 2004

Companies Expect Increased Marketing And Sales Budgets In 2004

Mac McIntosh, publisher of Sales Lead Report, released the results of a survey of more than 3,900 senior marketing and sales professionals that showed that both departments are anticipating increased budgets in 2004 compared to 2003. Some of the data included in the release showed that:

  • 50% reported that their Sales budget would increase somewhat
  • 7.7% expected a significant increase
  • 7.7% said that their Sales budget would decrease somewhat
  • 3.8% expect a significant decrease
  • 50% said that their Marketing budget would increase somewhat
  • 3.8% felt the Marketing budget would increase significantly
  • 7.7% said their Marketing budget would decrease significantly
  • 47% of the respondents said that they will create their 2004 budget utilizing zero sum as the starting point.
  • 35% reported using their 2003 budget as the starting point to determine their 2004 budget,
  • 15.4% used a percentage of projected sales to determine their budget
  • 3.8% used a percentage of this year's sales to determine their next year's budget

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    About the Author

    Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.