Here's a thought: as you're looking to organize your marketing budget for 2011, why don't you build a mini-marketing plan around each key persona you're trying to target?
Think about it. How much more targeted can you get than that? If you know which personas make up what percentage of your revenue, then you can invest your marketing using that same weight.
Persona #1 actually reads emails, hates print mail and does not want to interact with sales people.
Persona #2 finds information mostly thru web searches as well as what's being discussed in the blogs they follow.
Persona #3 already knows what they want...they just need a kick-ass ROI story to get the project approved and get it approved with YOUR SOLUTION!
Imagine how easy would it be to build a marketing budget as well as the ease to track the results based on each persona...