Trade marketing as a share of sales & marketing staff
Across 3 named companies in 1 industry, the median is 4.2% % of sales & marketing, from 0.1% at International Flavors & Fragrances to 6.1% at The Kraft Heinz Company. Quartiles are published at 8 or more companies; this cut has 3.
Quartiles. Lean and heavy quartiles for this metric are in the $150 cut.
Definition
Counts people whose title places them in the function: an exact count for the org and a floor for the process, since someone in another function may perform part of it.
Also called: sales, ecommerce, revenue operations, account management, advertising, brand management.
Food & CPG companies
Across 3 food & CPG companies, the median is 4.2% % of sales & marketing, from 0.1% at International Flavors & Fragrances to 6.1% at The Kraft Heinz Company. Quartiles are published at 8 or more companies; this cut has 3.
Measured: named-profile census of every person in the function, grossed up for coverage, as of June 2026. The food & CPG benchmark.
| Company | Ticker | Trade marketing headcount | Sales & marketing headcount | Employees | Revenue, $B | % of sales & marketing | Provenance |
|---|---|---|---|---|---|---|---|
| Ingredion | INGR | paid | paid | 11,200 | 7.22 | paid | measured |
| International Flavors & Fragrances | IFF | paid | paid | 21,500 | 10.89 | paid | measured |
| McCormick & Company | MKC | paid | paid | 14,100 | 6.84 | paid | measured |
| The Kraft Heinz Company | KHC | paid | paid | 35,000 | 24.94 | paid | measured |
Company values and headcounts are in the $150 cut.
Get this cut as data
$150 per industry cut adds every named company's value and inputs, lean and heavy quartiles, CSV and a benchmark-format row.
Subscription benchmarks publish this kind of figure as anonymous quartiles; the cut here names every company and dates every number.
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