Aim high, and ask for more than you think you'll need - but not by more than 15-20%. People will always be your biggest budget line item in PMM - we're the most valuable asset because structured thinking and positioning can't really be outsourced or delegated to software.However, key items that I would examine for fit in your budget:
Sales Enablement: Can you co-fund sales training and methodology off-cycle from SKO?
Great question. Looks like you've captured a lot of the big rocks that normally go into the budget, but a few additional things to consider:
These are just a few ideas, but hopefully they help create a full picture of what you'll need to think about for your budget. Keep in mind this is an art and a science so work with leadership and plan effectively, and learn quarter over quarter to ensure you have the resources needed for success of your team and the overall business.
This is a good list to start with. I will add a couple:
PS - I presume you mean your “2021/2022” budget
Love what you have already! Do you have budget for qual research incentives? This is a huge gift if you can offer $100 to target personas to provide feedback on messaging, or to prospects for win/loss interviews, etc. Also consider a recruiting tool like Respondent.io if you are running out of low-hanging fruit from networking / site pop-ups / LinkedIn recruiting.
You have all the right line items! In addition, I'd recommend:
I would recommend doing a listening tour with your key stakeholder teams in the organization (product, sales, growth, enablement, partner) to help inform your priorities, as budget items could be almost limitless. It's also important to understand the state of your product and where it might need the most help, to help prioritize your asks. E.g you might need to invest more in awareness / thought leadership content or third party validation research, or maybe you have needs lower in the funnel such as demo and video creation.
Some good buckets could be: content creation (white papers, webinars, etc.), videos / demos, customer evidence, event sponsorships, research (pricing, naming, thought leadership, competitive, etc.), sales readiness (decks, demos, sales process / methodology guidance and training, RFP templates), launch (could be captured in other buckets but may include 1st party events, press events, content creation).
A few other things to consider:
I think that list is correct and you should prioritize this list depending on your business. In addition to the above, I would advise getting a tool like Chorus.ai or Gong.io. Chorus or Gong will help you scale as your team scales in getting customer feedback both on the new business side as well as current business. In reality, you can't be on all the great calls as that is physically impossible.