{"id":1732978,"date":"2026-07-23T10:00:07","date_gmt":"2026-07-23T17:00:07","guid":{"rendered":"https:\/\/www.fintelconnect.com\/?page_id=1732978"},"modified":"2026-07-23T10:00:07","modified_gmt":"2026-07-23T17:00:07","slug":"financial-marketing-budgets-start-with-last-years-number","status":"publish","type":"page","link":"https:\/\/www.fintelconnect.com\/fr\/guides\/financial-marketing-budgets-start-with-last-years-number\/","title":{"rendered":"Why a Percentage of Last Year&#8217;s Budget Doesn\u2019t Work as a Strategy"},"content":{"rendered":"<h1>Why a Percentage of Last Year&#8217;s Budget Doesn\u2019t Work as a Strategy<\/h1>\n<p><img decoding=\"async\" src=\"\/wp-content\/uploads\/2026\/05\/WordPress-MiniGuide-Budgets.png\" alt=\"Fintel Connect mini guide cover showing why financial marketing budgets still start with last year's number, with a tablet preview of the guide on shifting from historical budgeting to outcome-based bank marketing investment\"><\/p>\n<div>\n<p>From Historical Budgeting to Outcome-Based Marketing Investment<\/p>\n<h4>Stop Budgeting on Autopilot<\/h4>\n<p>Marketing is expected to drive growth, but most financial institutions are still funding it the same way they did a decade ago: start with last year&#8217;s budget, adjust by a few points based on the&nbsp;rate environment or executive priorities, and repeat. According to new research from Cornerstone Advisors and Fintel Connect, 56% of financial institutions are doing exactly this, and it&#8217;s costing them.<\/p>\n<\/div>\n<div>\n<p>    <script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script><br \/>\n<script>\n  hbspt.forms.create({\n    portalId: \"21389375\",\n    formId: \"c70a2bf5-046f-4375-b9de-6088cc82ff55\",\n    region: \"na1\"\n  });\n<\/script>\n<\/div>\n<div>\n<h4>What Marketing and Growth Leaders Will Get:<\/h4>\n<ul>\n<li><strong>The benchmark reality check:<\/strong>&nbsp;How 126 senior U.S. bank and credit union executives actually set marketing budgets, and why the dominant approach is a strategic liability.<\/li>\n<li><strong>The attribution gap your CFO needs to see:<\/strong>&nbsp;Not one institution surveyed could reliably attribute results across all measured outcomes. 31% believe they&#8217;re crediting the wrong source more than 25% of the time.<\/li>\n<li><strong>Where the money goes vs. where the ROI comes from:<\/strong>&nbsp;Paid search captures 46% of budgets but ranks below email and affiliate on ROI. The highest-performing acquisition channel receives the least funding.<\/li>\n<li><strong>A four-step outcome-based framework:<\/strong> Stop presenting a spend request. Start arriving at budget season as a growth leader with a cost-per-outcome model your finance team can hold you accountable to.<\/li>\n<\/ul>\n<\/div>\n<p><p>\n        <a href=\"#download\">Email me my free report <\/a>\n    <\/p>\n<\/p>\n<p><!--more--><br \/>\n<!-- {\"type\":\"layout\",\"children\":[{\"type\":\"section\",\"props\":{\"image_height\":1548,\"image_position\":\"center-right\",\"image_width\":2650,\"media_visibility\":\"m\",\"style\":\"muted\",\"title_breakpoint\":\"xl\",\"title_position\":\"top-left\",\"title_rotation\":\"left\",\"vertical_align\":\"\",\"width\":\"default\"},\"children\":[{\"type\":\"row\",\"props\":{\"column_gap\":\"large\",\"layout\":\"1-2,1-2\"},\"children\":[{\"type\":\"column\",\"props\":{\"image_position\":\"center-center\",\"position_sticky_breakpoint\":\"m\",\"width_medium\":\"1-2\"},\"children\":[{\"type\":\"headline\",\"props\":{\"content\":\"Why a Percentage of Last Year's Budget Doesn\u2019t Work as a Strategy\",\"image_align\":\"left\",\"image_margin\":\"xsmall\",\"title_element\":\"h1\",\"title_style\":\"h4\"}},{\"type\":\"image\",\"props\":{\"image\":\"wp-content\/uploads\/2026\/05\/WordPress-MiniGuide-Budgets.png\",\"image_alt\":\"Fintel Connect mini guide cover showing why financial marketing budgets still start with last year's number, with a tablet preview of the guide on shifting from historical budgeting to outcome-based bank marketing investment\",\"image_svg_color\":\"emphasis\",\"margin_bottom\":\"default\",\"margin_top\":\"default\"}},{\"type\":\"text\",\"props\":{\"column_breakpoint\":\"m\",\"content\":\"\n\n<p>From Historical Budgeting to Outcome-Based Marketing Investment<\/p>\n\n\\n\n\n<h4>Stop Budgeting on Autopilot<\/h4>\n\n\\n\n\n<p>Marketing is expected to drive growth, but most financial institutions are still funding it the same way they did a decade ago: start with last year's budget, adjust by a few points based on the&nbsp;rate environment or executive priorities, and repeat. According to new research from Cornerstone Advisors and Fintel Connect, 56% of financial institutions are doing exactly this, and it's costing them.<\/p>\n\n\",\"margin_bottom\":\"default\",\"margin_top\":\"default\"}}]},{\"type\":\"column\",\"props\":{\"image_position\":\"center-center\",\"media_background\":\"#022658\",\"position_sticky_breakpoint\":\"m\",\"width_medium\":\"1-2\"},\"children\":[{\"type\":\"html\",\"props\":{\"class\":\"uk-section-primary uk-light uk-padding\",\"content\":\"<script charset=\\\"utf-8\\\" type=\\\"text\/javascript\\\" src=\\\"\/\/js.hsforms.net\/forms\/embed\/v2.js\\\"><\/script>\\n<script>\\n  hbspt.forms.create({\\n    portalId: \\\"21389375\\\",\\n    formId: \\\"c70a2bf5-046f-4375-b9de-6088cc82ff55\\\",\\n    region: \\\"na1\\\"\\n  });\\n<\/script>\"}}]}]},{\"type\":\"row\",\"children\":[{\"type\":\"column\",\"props\":{\"image_position\":\"center-center\",\"position_sticky_breakpoint\":\"m\"},\"children\":[{\"type\":\"text\",\"props\":{\"column_breakpoint\":\"m\",\"content\":\"\n\n<h4>What Marketing and Growth Leaders Will Get:<\/h4>\n\n\\n\n\n<ul>\\n\n\n<li><strong>The benchmark reality check:<\/strong>&nbsp;How 126 senior U.S. bank and credit union executives actually set marketing budgets, and why the dominant approach is a strategic liability.<\/li>\n\n\\n\n\n<li><strong>The attribution gap your CFO needs to see:<\/strong>&nbsp;Not one institution surveyed could reliably attribute results across all measured outcomes. 31% believe they're crediting the wrong source more than 25% of the time.<\/li>\n\n\\n\n\n<li><strong>Where the money goes vs. where the ROI comes from:<\/strong>&nbsp;Paid search captures 46% of budgets but ranks below email and affiliate on ROI. The highest-performing acquisition channel receives the least funding.<\/li>\n\n\\n\n\n<li><strong>A four-step outcome-based framework:<\/strong> Stop presenting a spend request. Start arriving at budget season as a growth leader with a cost-per-outcome model your finance team can hold you accountable to.<\/li>\n\n\\n<\/ul>\n\n\",\"margin_bottom\":\"default\",\"margin_top\":\"default\"}}]}]},{\"type\":\"row\",\"props\":{\"column_gap\":\"large\"},\"children\":[{\"type\":\"column\",\"props\":{\"image_position\":\"center-center\",\"position_sticky_breakpoint\":\"m\"},\"children\":[{\"type\":\"button\",\"props\":{\"grid_column_gap\":\"small\",\"grid_row_gap\":\"small\",\"margin_bottom\":\"medium\",\"margin_top\":\"medium\"},\"children\":[{\"type\":\"button_item\",\"props\":{\"button_style\":\"secondary\",\"content\":\"Email me my free report \",\"dialog_layout\":\"modal\",\"dialog_offcanvas_flip\":true,\"icon_align\":\"left\",\"link\":\"#download\",\"link_title\":\"Get the guide \"}}],\"name\":\"CTA Button\"}]}]}],\"name\":\"Hero\"},{\"type\":\"section\",\"props\":{\"image_position\":\"center-center\",\"style\":\"default\",\"title_breakpoint\":\"xl\",\"title_position\":\"top-left\",\"title_rotation\":\"left\",\"vertical_align\":\"middle\",\"width\":\"default\"},\"children\":[{\"type\":\"row\",\"children\":[{\"type\":\"column\",\"props\":{\"image_position\":\"center-center\",\"position_sticky_breakpoint\":\"m\"}}]}]}],\"version\":\"5.0.32\",\"yooessentialsVersion\":\"3.0.7\"} --><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why a Percentage of Last Year&#8217;s Budget Doesn\u2019t Work as a Strategy From Historical Budgeting to Outcome-Based Marketing Investment Stop Budgeting on Autopilot Marketing is [&hellip;]<\/p>\n","protected":false},"author":43,"featured_media":1732969,"parent":1721936,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"class_list":["post-1732978","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why a Percentage of Last Year&#039;s Budget Doesn\u2019t Work as a Strategy | Fintel Connect<\/title>\n<meta name=\"description\" content=\"56% of banks still budget based on last year&#039;s spend. 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