Percentage of total annual marketing budget that is personnel related (compensation and benefits)

This measure calculates the percentage of total annual marketing budget that is personnel related (e.g., compensation and benefits). It is part of a set of Supplemental Information measures that help companies evaluate additional variables not covered elsewhere for the "establish marketing budgets" process.

Benchmark Data


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Measure Category:
Supplemental Information
Measure ID:
Total Sample Size:
553 All Companies
25th Median 75th
- - -
Key Performance Indicator:

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Compute this Measure

Units for this measure are percent.

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Percentage of marketing budget allocated to personnel (compensation-related)

Key Terms

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Supplemental information is data that APQC determines is relevant to decision support for a specific process, but does not fit into the other measure categories such as cost effectiveness, cycle time, or staff productivity.

Measure Scope

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Cross Industry (7.3.1)

  • - Confirm marketing alignment to business strategy (10155)
  • - Determine costs of marketing (10156)
  • - Create marketing budget (10157)
  • - Determine projected ROI for marketing investment (17683)