B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
40%
40% -- sales activation budget share for Marketing investment allocation to short-term sales activation (2013-2017)
Les Binet and Peter Field's IPA research found that allocating roughly 40% of marketing investment to short-term sales activation produced optimal commercial results.
- Rough/starting point ratio that varies by category, business stage, and buying cycle
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
40%
Unit
Percentage
Data Vintage
2013-2017
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Institute of Practitioners in Advertising (IPA)
Primary
Tier C
https://barakah.agency/barakah/long-term-brand-building ↗
Source Article
Long-Term Brand Building: The 60/40 Discipline
Long-term brand building is the discipline most quarterly dashboards quietly punish — and the discipline that separates the brands still standing in ten years from the ones whose growth chart looks impressive right up until it doesn't. This is a working guide to the research, the frameworks, and the…
Original Research
Institute of Practitioners in Advertising (IPA)
· Original study ↗
Methodology
Complementary share of the Binet & Field 60/40 optimal marketing investment split, from IPA effectiveness award data as cited by the source.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Marketing investment allocation to short-term sales activation: 40% sales activation budget share. Source: Institute of Practitioners in Advertising (IPA) (2013-2017). Via Lighthouse Intelligence -- https://lighthousedata.io/data/binet-field-sales-activation-budget-share
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<blockquote cite="https://lighthousedata.io/data/binet-field-sales-activation-budget-share" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>40%</strong> -- sales activation budget share for Marketing investment allocation to short-term sales activation<br><small>Source: Institute of Practitioners in Advertising (IPA) (2013-2017) · <a href="https://lighthousedata.io/data/binet-field-sales-activation-budget-share" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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