{"id":2031,"slug":"derived-owned-digital-share-of-revenue-range","title":"Derived \"owned digital\" share of revenue — ~0.5%-2% (Directional-Speculative)","kind":"reference","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["paid-vs-owned-digital-split","smb-seo-budget-norms"],"reference_body":"**Claim:** Stacked-multiplier derivations of \"owned digital share of revenue\":\n\n- **SEO channel alone:** 8.9% (of digital) × 61.1% (digital share) × 7.7% (of revenue) ≈ **0.42% of revenue** — channel/media spend only, NOT labor.\n- **Owned/earned digital total** (SEO + email + influencer + sponsored + SMS): 31% × 61.1% × 7.7% ≈ **1.5% of revenue**.\n- **Stripped of quasi-paid lines** (SEO + email + SMS only): ≈ **0.9% of revenue**.\n\nNet defensible range: **~0.5%-2% of revenue** for owned digital (website/SEO/content) — **Directional-Speculative.**\n\n**Critical caveats:**\n\n1. Inputs are **enterprise-skewed** (Gartner ~$5.7B-revenue companies). SMB tilt is unknown.\n2. **Channel ≠ cost to execute.** Labor + agency to produce content sit in SEPARATE buckets, so true \"cost of owned digital\" is higher than channel share implies.\n3. **Martech is a separate resource bucket** ([[gartner-cmo-survey-martech-share]]) — adding tools ≈ doubles the owned-digital footprint.\n\n**Why this matters for Candid:** If the widget MUST show a percentage, show this range with explicit Directional confidence — never as a point estimate. This is the only defensible number, and it is mostly defensible because the floor and ceiling are wide. See [[rule-output-tiers-not-percent-of-revenue]].","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"gartner-2025-marketing-7-7-percent-revenue","title":"Gartner 2025 CMO Spend Survey — marketing = 7.7% of revenue (flat YoY, down from ~11% pre-pandemic)","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"gartner-2025-digital-share-61-percent","title":"Gartner 2025 — digital = 61.1% of total marketing budget (highest since 2013)","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"gartner-2025-paid-owned-69-31-split","title":"Gartner 2025 — paid online = 69% of digital, owned/earned = ~31% (declining 9% YoY)","kind":"reference","scope":"business","link_type":"depends-on"},{"slug":"gartner-2025-digital-channel-allocations","title":"Gartner 2025 — digital channel allocations: SEO 8.9%, Email 7.4%, etc.","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"research-brief-smb-widget-spend-benchmarks-june-2026","title":"Research brief: SMB widget spend benchmarks — feasibility of a \"digital-minus-ads\" % of revenue (June 2026)","kind":"reference","scope":"business","link_type":"relates-to"},{"slug":"rule-output-tiers-not-percent-of-revenue","title":"Rule — Output tiers, NOT a hard percentage-of-revenue, for digital-minus-ads spend","kind":"rule","scope":"business","link_type":"depends-on"}]},"created_at":"2026-06-23T19:16:01.940Z","updated_at":"2026-06-23T19:16:01.940Z"}