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The proportion of annual revenue that companies spend on marketing and sales varies widely by industry and strategy, according to a recent report from Vital.

The report was based on data from the annual reports of publicly traded companies with year-over-year growth in 2014.

Companies in certain industries—such as SaaS and social media—tend to be big spenders on marketing and sales in relation to revenue, the analysis found.

For example, Salesforce invests 53% of revenue into sales and marketing, and Twitter invests 44%.

Other key findings from the report:

  • LinkedIn spends 35% of annual revenue on marketing and sales.
  • Oracle spends 20%.
  • Apple spends 7%.
  • Google spends 12%.

Check out the infographic for more insights.

About the research: The report was based on data from the annual reports of publicly traded companies with year-over-year growth in 2014.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji