Guides and Templates

Marketing budget spreadsheet template

An integrated marketing budget spreadsheet for annual planning and monthly monitoring

Who is this resource aimed at?

A budget tracker is a key planning tool in the armoury of marketers, be it for a small start-up business or a large multi-national.

We have designed this budget template to be suitable for startups, small and medium businesses looking to refine their budgeting processes as they expand to include a comprehensive range of investment categories for Modern marketing including both online and offline channels.

It could also be suitable for larger businesses to review your approach. It has been used in all these situations for different types of businesses by the authorl. You can use it for setting up a budget 'from scratch' or for reviewing your budget categories you have created for the year ahead - to avoid any 'nasty surprises' and embarrassing conversations in the year ahead with your boss or finance director.

What does the Excel budget spreadsheet contain?

The budget template contains a readme to explain how the budgeting process works, and 8 different spreadsheet templates, each an Excel worksheet:

  • Budget summary and monthly budget tracker
  • Acquisition media spend
  • Creative & Studio spend
  • Content Marketing & SEO activities
  • PR & events
  • Research, Insights & Tools investment
  • Team or staff costs
  • Website and infrastructure costs

We have three different versions - (British pounds, Dollars and Euro currency) of the spreadsheet available in a Zip file for marketers working in different currencies. These can be modified if you don't work in these currencies.

Running successful marketing combining both online and offline channels to reach and influence your audience requires excellent planning. Budgeting is a key part of this to ensure you’re investing in the right marketing activities to get the biggest possible impact. Failing to model costs and track spend against target will mean you’re ‘marketing in the dark’ and will be unable to be flexible during the year or campaign.

Getting budgeting right isn’t easy since you have to devise the right set of activities to track spend in and group them in such a way you can see the big picture. This set of spreadsheets will help you create a well thought out budget and track your spend across the year. It can also serve as a checklist to ensure you’ve considered and planned for all the key channels and media available to you.

Of course, there are other free budgeting spreadsheets available online, but they’re often too simple to reflect the reality of running modern marketing activities AND they haven’t been created by marketing professionals.

This Smart Insights budgeting spreadsheet template has been created to provide a comprehensive checklist of modern marketing activities you need to budget for including managing digital experiences (mobile and web), content marketing and traditional offline channels.

Resource Details

  • Author: Experienced Digital Marketing Manager and Consultant Jonathon Paget
  • Format: Single summary worksheet you can use on its own or as a roll-up of  8 Excel worksheets covering all modern marketing activities. We have defined around 100 types of spend/investment needed by the modern marketer to give a comprehensive coverage to manage budget investment, but each is optional, so can be left blank if you don’t use it.
  • Companion spreadsheets: Digital Marketing planning spreadsheet – a conversion model spreadsheet to define target online visits leads, sales, revenue and profit.

About the author

Jon Paget

Jon Paget

Jon Paget is a content strategist with agency and client side experience. His recent roles have focused on coordinating international marketing campaigns at TUI Travel and STA Travel, across a number of international markets. He’s most interested in the role that content and social media play in the customer experience as well as the evolving nature of both customer service and targeted customer acquisition. Based in London, he now works as a freelance content strategist. You can contact Jon directly on LinkedIn or his page.


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