What’s the right amount to invest in marketing? Invest too little, and your brand’s voice goes unheard. Overspend, especially on the wrong things, and ROI tanks. So don’t start with dollars. Start with goals. How much revenue will it take to generate the profit you need? How many new customers (or how much new business from present customers) will it take to generate that amount of revenue? Next, how can you gain that number you need? Now, how much money will it take to land that many customers or that much new business? Review, adjust, repeat. That’s the only path to a thoughtful and realistic marketing budget that’s lean but not skimpy.