The Science of Budget Setting
Update: 2025-08-26
Description
Marketing budgets are a mess right now, says Mark Ritson. His solution? A simple, three-step system inspired by triple-cooked chips: spend 5-10% of revenue, balance long and short-term investment, and measure each piece properly.
This week, Elena, Angela, and Rob tackle one of the trickiest questions in marketing: how do you set a budget that actually drives growth? They explore Ritson's budgeting system, why marketers struggle to secure investment, and the frameworks needed to justify balanced spending.
Topics covered:
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2022 MarketingWeek Article: https://www.marketingweek.com/ritson-triple-cooked-chips-marketing-budgets/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
This week, Elena, Angela, and Rob tackle one of the trickiest questions in marketing: how do you set a budget that actually drives growth? They explore Ritson's budgeting system, why marketers struggle to secure investment, and the frameworks needed to justify balanced spending.
Topics covered:
- [01:00 ] Mark Ritson's three-step budgeting system
- [04:00 ] High-growth companies spend far more than 5-10%
- [11:00 ] The 60/40 rule and why most brands fall short
- [15:00 ] Setting measurement expectations for brand vs performance spend
- [20:00 ] How performance backgrounds shape budgeting approaches
- [26:00 ] Keeping unallocated budget for real-time opportunities
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2022 MarketingWeek Article: https://www.marketingweek.com/ritson-triple-cooked-chips-marketing-budgets/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
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