Looking at marketing budget splits by activity tells you a lot about marketing organizations.
Sales-led organizations put a heavy focus on traditional marketing activities like Events, Sales Enablement, PR and Comms.
Marketing-led organizations put a heavy focus on Demand Generation and Content. There's still room for the traditional marketing functions, but the focus on revenue is clear.
Shifting from a Sales-led function to a Marketing-led function does not imply adding additional budget. It can simply involve refocusing the same budget and allocating it towards revenue-driving activities.
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