Sales and marketing budgeting · Marketing
Stop marketing and sales from competing for the same rupee of budget.
Marketing and sales budgets are usually set separately, often by different people. Each function argues for its own share without a shared view of what actually drives revenue between the two. This can mean marketing is starved of budget while a sales incentive scheme goes underused, or the reverse.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Sales and marketing budgeting plans spend across both functions together. It covers marketing campaigns, sales tools, incentives and headcount, as one connected budget tied to revenue targets. This replaces two separate budgets negotiated independently. GullySales builds this jointly, so a rupee is allocated to whichever function needs it most to hit the shared revenue goal.
We build one combined budget, starting from the revenue target and working backward to what marketing and sales genuinely need. Neither function then defends its own historical allocation instead of the shared goal.
This differs from marketing budget optimisation, which reallocates within marketing's own spend. This service sets the split between marketing and sales budgets as a whole, at the planning stage.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“Marketing and sales budgets are set independently”
Each function submits its own budget request based on its own priorities, with nobody checking whether the combined total makes sense against the revenue goal.
“One function is underfunded relative to what actually drives revenue”
Marketing generates strong enquiry volume but sales lacks the tools or incentive structure to convert it, or the reverse, and the budget split does not reflect this imbalance.
“The two functions compete for the same limited budget”
Marketing and sales leaders each argue for a larger share of a fixed total, without a shared framework for deciding what the split should actually be.
“Budget decisions are made without reference to the revenue target”
Spend is set based on what was spent last year, rather than on what this year's specific revenue goal actually requires from each function.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Combined budget model
A single budget plan covering marketing and sales spend, built backward from the revenue target.
Function-level allocation
A recommended split between marketing campaigns, sales tools, incentives and headcount, based on what the goal actually requires.
Scenario planning
A small number of budget scenarios showing the revenue implications of different allocation choices.
Joint sign-off process
A shared approval step so both marketing and sales leadership agree the final budget together, rather than negotiating separately with the owner.
Ongoing budget check
A standing review point to adjust the split as actual results come in against the target.
How the result is measured
- Combined marketing and sales spend against the revenue target
- Budget split by function against what the target required
- Variance between planned and actual spend
- Revenue achieved per rupee of combined spend
Recorded as a baseline before work starts, so every later report has an honest comparison.
Who it is for
This is written for you if these sound familiar.
- Businesses with separate marketing and sales budgets that are never planned together
- Owners setting next year's budget and wanting one rationale covering both functions
- Companies where marketing and sales compete for the same limited pool of money
- Growing businesses formalising budget planning as both functions scale
- Boards or leadership wanting one combined revenue investment plan rather than two departmental requests
Not for
It is not the right fit if.
- Very small businesses where the owner personally manages both budgets informally
- Companies wanting marketing and sales budgets to remain entirely separate by design
- Businesses without a revenue target specific enough to plan backward from
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the work runs
- 1
Understand the revenue target
We start from the specific revenue goal for the period, not last year's combined spend.
- 2
Audit current spend and split
We map exactly where marketing and sales money currently goes and how it was decided.
- 3
Model the combined budget
A budget is built backward from the revenue target, covering both functions as one plan.
- 4
Agree and implement
The split is agreed jointly by marketing and sales leadership before implementation.
- 5
Review and adjust
The budget is checked against results at agreed points in the year and adjusted as needed.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
Hotel Felicity Inn
- Situation
- A traveller compares three hotels on a phone and books one. The website was not built for that.
- What we did
- The site rebuilt around booking
- Photography and one look
- Search work for destination searches
- Content a traveller reads
- Result
- Online bookings increased 35%
- Organic traffic increased 50% within six months
- Positive reviews on Google and TripAdvisor increased 30%
SB Engineering
- Situation
- Buyers searching for laser cutting and sheet metal work in Bengaluru were finding other suppliers first, because the company did not rank for the terms its own customers type.
- What we did
- The site redesigned for mobile
- Search work on the buyer's terms
- Content that shows the work
- Social channels managed
- Result
- Website traffic rose 60% within six months, against a target of 50%.
- High-quality leads rose 45%, with a rise in conversion rates alongside them.
- Fifteen target keywords moved up the rankings, five of them into the top three positions.
Chord Road Hospital
- Situation
- Patients who knew the hospital trusted it. Patients who searched for a department or a treatment in the area did not find it.
- What we did
- Website rebuilt around patient needs
- Search visibility
- Social media on a schedule
- Review management
- Result
- Organic traffic increased 60% within six months
- Online appointment bookings increased 40%
- Social following grew 45%, and engagement on it rose 70%
Also worked with
Curtain Label · Difesa Security Services · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how you sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
How is this different from marketing budget optimisation?
Who needs to be involved in this process?
How often should this budget be revisited?
How is this priced?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
By industry
Sales and marketing budgeting, written for your industry.
Related services
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Read before you buy
- A marketing plan for a small architecture practice, on one pageA marketing plan for a small architecture practice fits on one page: the project type you want, the people who refer it, one published project at a time, and a follow-up log. Here is the plan, filled in.
- How much should an SME spend on marketing?Work the budget backwards from the orders you need, not forwards from a percentage of revenue. Then split it three ways and review it every quarter.
Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.