Why a Marketing Spend Review is Essential for Sussex SMEs

Every business leader faces the same question: “Are we getting the most from our marketing spend?”

For many Sussex SMEs, the honest answer is no.

It’s not that marketing isn’t happening - in fact, most companies are busier than ever. Money goes into Google Ads, LinkedIn campaigns, content production, events, tools, and agencies. But the results often feel disappointing, unclear, or inconsistent.

The problem isn’t necessarily the amount being spent. It’s how it’s being spent.

That’s why a marketing spend review can be one of the smartest moves a business can make.

What is a Marketing Spend Review?

A marketing spend review is a focused audit of where your budget is going - and what it’s delivering in return. Done properly, it helps you:

• Identify waste (spend that looks busy but delivers little).

• Spot duplication (tools, subscriptions, or agencies doing the same thing).

• Re-allocate budget towards channels with higher ROI.

• Align spend with business goals rather than scattergun activity.

In short, it’s about making sure every pound you invest in marketing is working as hard as possible.

Why Sussex Businesses Struggle with Spend

From working with local companies, three common issues stand out:

1. Hidden costs in tools and tech - many SMEs are paying for martech platforms they don’t use to full potential. Research shows that companies use, on average, only 42% of the capabilities in their martech stack (Gartner, 2023). That’s wasted budget.

2. Agency and freelance spend without oversight - agencies can be fantastic partners, but only if they’re managed strategically. Without clarity on KPIs, agency output often drifts away from business needs.

3. Activity over outcomes - too often, marketing spend is justified on the basis of doing things (publishing content, running ads) rather than delivering results (pipeline growth, customer retention, revenue).

The Benefits of a Spend Review

A professional marketing spend review provides clarity and confidence. For Sussex SMEs, the benefits include:

• More effective budgeting - cut waste and redirect spend into channels that actually deliver.

• Improved ROI - focus on results-driven activity rather than vanity metrics.

• Better agency performance - align partners to strategy, with clear goals and accountability.

• Smarter planning - ensure next year’s budget is based on evidence, not guesswork.

According to Gartner survey, only 52% of marketers can prove the long-term impact of their spend. A structured review is the first step to closing that gap.

Why Work With a Sussex Marketing Consultant?

Local knowledge matters. A Sussex-based marketing consultant understands the challenges of businesses in the region - from Brighton tech scale-ups to Chichester professional services, Crawley manufacturers, and Worthing creative agencies.

By combining this regional insight with 20+ years of B2B and B2C marketing leadership, I help businesses:

• Audit spend and uncover waste

• Improve ROI from campaigns and tools

• Align marketing to business strategy

• Build sustainable growth plans

Marketing budgets are under more pressure than ever. Economic uncertainty means every investment needs to show value - and fast. But cutting spend blindly isn’t the answer. The smartest move is to review, realign, and refocus.

If your Sussex business feels like it’s spending more on marketing than you’re getting back, now is the perfect time for a marketing spend review.