How should B2B companies allocate marketing budget

Most B2B teams should allocate marketing budget using a 70/20/10 split: 70 defends, 20 expands, 10 explores. The 70% funds proven fundamentals (demand capture, sales enablement, ABM); the 20% scales channels with early traction; the 10% funds innovation bets like AI tooling and emerging channels. Boards accept this model because each tier maps to a risk profile and a measurable outcome, like pipeline coverage, CAC trend, and learning milestones. Weight the split toward where pipeline actually leaks, using The Starr Conspiracy's Ten Demand States rather than generic funnel stages.