"Where Should I Spend My Sales & Marketing Budget?"
James Brown
Realistic Sales & Marketing Strategy | Head of Positioning and Content @ Friday Solved
That’s the question every founder asks, and too many get wrong.
Why? Because they’re trying to do everything, everywhere, all at once:
The result? Burnt-out teams, wasted budgets, and slow progress.
Here’s how to spend smarter and focus your budget where it counts.
Know When to In-House vs Outsource
The art of letting go is one of the best lessons I’ve learned in my career. Just because you can do something doesn’t mean you should.
For example, recently at Friday Solved, we needed some quick design work. Now, with my experience, I could’ve done it myself. But the reality?
I was swamped with client work (the stuff that keeps the business growing) and our team was focused on core priorities.
So we outsourced it.
? It got done faster.
? It didn’t cost much.
? It saved stress, time, and distraction.
The Rule: Keep your A-team focused on what they’re best at – the day-to-day, high-value work. Outsource quick fixes, specialist jobs, or anything that would pull them away from their strengths.
Double Down on What’s Already Working
Here’s the thing, most businesses waste time trying to do everything at once.
Social media, SEO, ads, newsletters, community-building... it’s overwhelming.
Instead, strip it all back. Look at your data. Look at where your leads, sales, or clients come from.
Double down there.
For example:
Pause the distractions. Focus on progress. It’s better to go all-in on what’s working than spread yourself too thin across platforms that aren’t delivering.
Use Tools to Streamline, Not Replace
Your team’s time is valuable. So let tools and tech take care of the boring, manual work but don’t let them replace real the human approach.
Here’s how to use tools wisely:
Remember: Tools are there to make you faster and sharper. They don’t replace your strategy or creativity.
Avoid the Common Budget Mistakes
Founders are often their own worst enemies when it comes to spending smart. Here’s what to watch out for:
?? Cheap Hires Without Guidance
Hiring young, affordable talent can be great, but without leadership, they’ll struggle.
?? Ignoring Insights From Younger Team Members
Platforms and trends evolve every minute. If you’re a 30+ founder, you might not live and breathe certain platforms like your younger team.
Listen to them. They’ll keep you informed. Combine their insights with your experience to make smart decisions for your customers.
?? Skipping Personal Branding
Especially in B2B, people buy from people, not businesses. If you’re not marketing yourself, you’re invisible to the people who matter.
Build your voice in a way that feels authentic to you. Every day you’re not visible, you’re missing out on growth opportunities.
Small businesses can move fast. Don’t let fear hold you back.
The Smart Way to Spend Your Budget
The smartest budgets are focused, intentional, and practical.
Here’s the framework:
?? Keep your team sharp: In-house what matters most. Outsource the rest.
?? Double down on results: Look at your data. Focus on what works.
?? Streamline with tools: Use tech to speed up the boring stuff and free up time.
You don’t need a massive budget to see results – you just need to spend smart.
Small businesses and startups have a unique advantage: speed. Use it. Focus your energy, tools, and talent on what matters most, and you’ll see progress faster than the competition.
Where are you focusing your budget this quarter? If you’re not sure, start with what’s already working.