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Establecerlo desde el principio, en lugar de improvisar campaña a campaña, permite al equipo financiero controlar el gasto, anticipar desviaciones y demostrar el retorno de cada euro invertido. En esta guía verás cómo determinar el importe adecuado, qué partidas incluir y cómo gestionar y controlar esos gastos una vez aprobado el presupuesto del plan de marketing.",{"type":117,"attrs":118,"content":120},"heading",{"level":119,"textAlign":55},2,[121],{"text":122,"type":60},"En resumen",{"type":124,"content":125},"bullet_list",[126,135,143,151,159],{"type":127,"content":128},"list_item",[129],{"type":53,"attrs":130,"content":132},{"textAlign":55,"key":131},"p-1",[133],{"text":134,"type":60},"Un presupuesto de marketing es el dinero que destinas a promocionar tu empresa; su tamaño depende de tus objetivos y de la fase en la que se encuentre el negocio.",{"type":127,"content":136},[137],{"type":53,"attrs":138,"content":140},{"textAlign":55,"key":139},"p-2",[141],{"text":142,"type":60},"Como referencia orientativa, las startups pueden destinar inicialmente entre el 12% y el 20% de sus ingresos al marketing y reducir ese porcentaje hasta situarlo entre el 6% y el 12% cuando las ventas empiezan a despegar; la media general se situó en el 7,7% de los ingresos, según la encuesta CMO Spend de Gartner.",{"type":127,"content":144},[145],{"type":53,"attrs":146,"content":148},{"textAlign":55,"key":147},"p-3",[149],{"text":150,"type":60},"Las principales partidas que debes presupuestar son el personal, interno o externo, las herramientas de automatización, las campañas y la creación de contenido.",{"type":127,"content":152},[153],{"type":53,"attrs":154,"content":156},{"textAlign":55,"key":155},"p-4",[157],{"text":158,"type":60},"Para no perder el control, centraliza todos los gastos de marketing y asigna tarjetas con límites individuales que registren cada pago en tiempo real.",{"type":127,"content":160},[161],{"type":53,"attrs":162,"content":164},{"textAlign":55,"key":163},"p-5",[165],{"text":166,"type":60},"Las tarjetas virtuales aportan una capa adicional de seguridad en los pagos online, donde hoy se concentra buena parte del gasto de marketing.",{"type":117,"attrs":168,"content":169},{"level":119,"textAlign":55},[170],{"text":171,"type":60},"¿Cómo determinar tu presupuesto de marketing?",{"type":53,"attrs":173,"content":175},{"textAlign":55,"key":174},"p-6",[176,178,183,185,193],{"text":177,"type":60},"El presupuesto de marketing es la ",{"text":179,"type":60,"marks":180},"cantidad de dinero de que dispones para promocionar tu empresa",[181],{"type":182},"bold",{"text":184,"type":60},". El importe de este presupuesto depende totalmente de ",{"text":186,"type":60,"marks":187},"tus objetivos",[188],{"type":189,"attrs":190},"link",{"href":191,"uuid":55,"anchor":55,"target":192,"linktype":41},"https://www.spendesk.com/es/blog/objetivos-financieros/","_blank",{"text":194,"type":60},". Por eso es importante definirlo con detenimiento.",{"type":117,"attrs":196,"content":198},{"level":197,"textAlign":55},3,[199],{"text":200,"type":60},"La mejor estrategia: un presupuesto fijo establecido desde el principio",{"type":53,"attrs":202,"content":204},{"textAlign":55,"key":203},"p-7",[205],{"text":206,"type":60},"¿Alguna vez has ideado una buena campaña que te ha costado una determinada cantidad? A partir de ahí, puede resultar tentador invertir de vez en cuando esa misma cantidad en otras campañas, con la expectativa de repetir el éxito. Aunque esta forma de invertir pueda parecer una manera de \"no gastar más de lo necesario\", también puede verse desde otra perspectiva. Una acción espontánea como esta no siempre da los resultados deseados.",{"type":53,"attrs":208,"content":210},{"textAlign":55,"key":209},"p-8",[211,213,217,219,223],{"text":212,"type":60},"Si estableces un presupuesto de marketing, significa que estás ",{"text":214,"type":60,"marks":215},"prestando atención a tu estrategia de marketing",[216],{"type":182},{"text":218,"type":60},". Dedica tiempo a averiguar qué necesitas y qué puedes permitirte. Calcula cuánto te costará, aunque sea de forma aproximada. Establecer desde el principio un presupuesto y un plan de marketing aumenta considerablemente las ",{"text":220,"type":60,"marks":221},"posibilidades de obtener buenos resultados",[222],{"type":182},{"text":224,"type":60},".",{"type":117,"attrs":226,"content":227},{"level":119,"textAlign":55},[228],{"text":229,"type":60},"¿Cuánto dinero hay que dedicar al presupuesto de marketing?",{"type":53,"attrs":231,"content":232},{"textAlign":55,"key":56},[233],{"text":234,"type":60},"Una regla habitual es fijar el presupuesto de marketing como un porcentaje de los ingresos ajustarlo según dos factores:",{"type":124,"content":236},[237,248],{"type":127,"content":238},[239],{"type":53,"attrs":240,"content":241},{"textAlign":55,"key":131},[242,246],{"text":243,"type":60,"marks":244},"Los ingresos anuales",[245],{"type":182},{"text":247,"type":60},", estimados o brutos: el presupuesto se calcula como un porcentaje de esa cifra.",{"type":127,"content":249},[250],{"type":53,"attrs":251,"content":252},{"textAlign":55,"key":139},[253,257],{"text":254,"type":60,"marks":255},"La antigüedad de la empresa",[256],{"type":182},{"text":258,"type":60},": una empresa más joven gastará más en marketing para acelerar su crecimiento.",{"type":53,"attrs":260,"content":261},{"textAlign":55,"key":147},[262,264,270],{"text":263,"type":60},"Como referencia orientativa, ",{"text":265,"type":60,"marks":266},"Baremetrics",[267],{"type":189,"attrs":268},{"href":269,"uuid":55,"anchor":55,"target":192,"linktype":41},"https://baremetrics.com/academy/how-to-create-a-marketing-budget-for-your-startup",{"text":271,"type":60}," recomienda que las startups destinen inicialmente entre el 12% y el 20% de sus ingresos brutos o previstos al marketing y reduzcan ese porcentaje hasta situarlo entre el 6% y el 12% cuando las ventas empiezan a despegar.",{"type":53,"attrs":273,"content":274},{"textAlign":55,"key":155},[275,277,283],{"text":276,"type":60},"Como referencia externa, según la ",{"text":278,"type":60,"marks":279},"encuesta CMO Spend de Gartner",[280],{"type":189,"attrs":281},{"href":282,"uuid":55,"anchor":55,"target":192,"linktype":41},"https://www.gartner.com/en/newsroom/press-releases/2024-05-13-gartner-cmo-survey-reveals-marketing-budgets-have-dropped-to-seven-point-seven-percent-of-overall-company-revenue-in-2024",{"text":284,"type":60},", el gasto medio en marketing se situó en el 7,7% de los ingresos de la empresa, frente al 9,1% de 2023 y a aproximadamente el 11% de los cuatro años anteriores a la pandemia.",{"type":53,"attrs":286,"content":287},{"textAlign":55,"key":163},[288,290,294,296,300,306],{"text":289,"type":60},"En cualquier caso, el marketing debe servir de ",{"text":291,"type":60,"marks":292},"palanca para seguir creciendo",[293],{"type":182},{"text":295,"type":60},". Y esta es una decisión propia de cada empresa. Antes que nada, piensa en tu estrategia, tu mercado y la opinión de la dirección. A partir de ahí, determina el importe e ",{"text":297,"type":60,"marks":298},"identifica las posibles ",[299],{"type":182},{"text":301,"type":60,"marks":302},"**partidas de gastos**",[303],{"type":189,"attrs":304},{"href":305,"uuid":55,"anchor":55,"target":192,"linktype":41},"https://www.spendesk.com/es/blog/tipos-de-gastos/",{"text":224,"type":60},{"type":117,"attrs":308,"content":309},{"level":119,"textAlign":55},[310],{"text":311,"type":60},"Las claves para calcular correctamente los gastos de marketing",{"type":53,"attrs":313,"content":314},{"textAlign":55,"key":174},[315,317,321],{"text":316,"type":60},"Ya has establecido tus objetivos. Ahora debes decidir cómo alcanzarlos, es decir, ",{"text":318,"type":60,"marks":319},"qué actividades y recursos debes incluir en tu presupuesto",[320],{"type":182},{"text":322,"type":60},", y en qué momentos. Ten en cuenta que es probable que tu presupuesto de marketing fluctúe en función de la época del año. Una acción de marketing durante un acontecimiento especial puede ayudarte a aumentar tu reputación y tus ingresos. No pierdas de vista estas oportunidades.",{"type":53,"attrs":324,"content":325},{"textAlign":55,"key":203},[326,328,332],{"text":327,"type":60},"El marketing puede variar mucho de una empresa a otra. Por ejemplo, algunas empresas tienen su propio personal cualificado, mientras que otras deben recurrir a empresas externas. En cualquier caso, deberás tener en cuenta ",{"text":329,"type":60,"marks":330},"estos gastos básicos: personal, herramientas, estrategias y campañas",[331],{"type":182},{"text":224,"type":60},{"type":117,"attrs":334,"content":335},{"level":197,"textAlign":55},[336],{"text":337,"type":60},"¿Personal interno o externo? Esa es la cuestión…",{"type":53,"attrs":339,"content":340},{"textAlign":55,"key":209},[341,343,347],{"text":342,"type":60},"Es difícil hacer marketing sin profesionales especializados. Estamos de acuerdo, ¿no? Es habitual que, al crear una empresa, el equipo de marketing esté formado por apenas una o dos personas. A veces, incluso es el director general quien se ocupa de estas tareas. Sin embargo, es esencial que tu ",{"text":344,"type":60,"marks":345},"equipo crezca al mismo ritmo que el negocio",[346],{"type":182},{"text":224,"type":60},{"type":53,"attrs":349,"content":351},{"textAlign":55,"key":350},"p-9",[352,354,360,362,366],{"text":353,"type":60},"¿Cuántas personas debe tener el departamento de marketing? No podemos darte un número fijo. Depende de ",{"text":355,"type":60,"marks":356},"tu presupuesto",[357],{"type":189,"attrs":358},{"href":359,"uuid":55,"anchor":55,"target":192,"linktype":41},"https://www.spendesk.com/es/blog/control-presupuestario/",{"text":361,"type":60}," y de tu estrategia general. También puedes optar por externalizar el servicio. Muchas empresas recurren a ",{"text":363,"type":60,"marks":364},"agencias o autónomos externos para crear contenidos SEO",[365],{"type":182},{"text":367,"type":60},", gestionar las redes sociales y realizar otras tareas relacionadas con la publicidad. En algunos casos, les resulta más conveniente que contratar a alguien a tiempo completo. Haz tus números y tenlo en cuenta en tu presupuesto de marketing.",{"type":117,"attrs":369,"content":370},{"level":197,"textAlign":55},[371],{"text":372,"type":60},"Un gasto básico y fundamental: las herramientas de automatización",{"type":53,"attrs":374,"content":376},{"textAlign":55,"key":375},"p-10",[377,379,383],{"text":378,"type":60},"La ",{"text":380,"type":60,"marks":381},"automatización del marketing",[382],{"type":182},{"text":384,"type":60}," facilita mucho el trabajo en este ámbito y es fundamental. Cada vez hay más datos que procesar. Analizar cada página visitada y cada interacción con un cliente potencial es muy útil para orientar mejor tu estrategia.",{"type":53,"attrs":386,"content":388},{"textAlign":55,"key":387},"p-11",[389,391,395,397,403,405,411],{"text":390,"type":60},"Al igual que las aplicaciones de contabilidad, las ",{"text":392,"type":60,"marks":393},"herramientas de marketing son indispensables",[394],{"type":182},{"text":396,"type":60}," para tu equipo. Tendrás que incluir su coste en tu presupuesto de marketing digital. Herramientas como ",{"text":398,"type":60,"marks":399},"HubSpot",[400],{"type":189,"attrs":401},{"href":402,"uuid":55,"anchor":55,"target":192,"linktype":41},"https://www.hubspot.es/",{"text":404,"type":60}," o ",{"text":406,"type":60,"marks":407},"Marketo",[408],{"type":189,"attrs":409},{"href":410,"uuid":55,"anchor":55,"target":192,"linktype":41},"https://business.adobe.com/es/products/marketo/adobe-marketo.html",{"text":412,"type":60}," son tan eficaces que hoy cuesta imaginar trabajar sin ellas. Y, como son conscientes de su importancia, no son precisamente baratas.",{"type":117,"attrs":414,"content":415},{"level":197,"textAlign":55},[416],{"text":417,"type":60},"Las campañas de marketing y la creación de contenido, otros gastos que debes prever",{"type":53,"attrs":419,"content":421},{"textAlign":55,"key":420},"p-12",[422,424,428],{"text":423,"type":60},"Las suscripciones y compras de diversas herramientas de marketing digital no son suficientes. Tampoco basta con el trabajo de los empleados o de una agencia externa. Para tener éxito y dar visibilidad a tu negocio, es importante ",{"text":425,"type":60,"marks":426},"lanzar campañas de marketing offline y online",[427],{"type":182},{"text":429,"type":60},", además de crear contenido.",{"type":53,"attrs":431,"content":433},{"textAlign":55,"key":432},"p-13",[434,436,440],{"text":435,"type":60},"Por ejemplo, lanzar una campaña en redes sociales o con Google Ads requiere un presupuesto específico. Establece una partida mensual para ello. Ten en cuenta, sin embargo, que puede surgir una oportunidad y que tengas que actuar con rapidez para lanzar otra campaña. Lo mismo ocurre con la creación de contenido. Es otro ",{"text":437,"type":60,"marks":438},"gasto de marketing que debes prever",[439],{"type":182},{"text":441,"type":60}," e incluir en tu presupuesto.",{"type":53,"attrs":443,"content":445},{"textAlign":55,"key":444},"p-14",[446,448,452],{"text":447,"type":60},"Por último, piensa también en los gastos relacionados con tu participación en una feria, por ejemplo. Necesitarás tarjetas de visita y folletos para repartir entre los posibles clientes. Así que no descuides los ",{"text":449,"type":60,"marks":450},"gastos de impresión en tu presupuesto",[451],{"type":182},{"text":453,"type":60}," de marketing.",{"type":117,"attrs":455,"content":456},{"level":119,"textAlign":55},[457],{"text":458,"type":60},"Una gestión eficaz de los gastos de marketing",{"type":53,"attrs":460,"content":462},{"textAlign":55,"key":461},"p-15",[463,465,469],{"text":464,"type":60},"Ya lo hemos visto: con el desarrollo del marketing digital, los gastos de este departamento han aumentado. El equipo de contabilidad debe gestionar un ",{"text":466,"type":60,"marks":467},"volumen importante de facturas, recibos e informes",[468],{"type":182},{"text":470,"type":60}," de gastos y, como consecuencia, puede verse desbordado. Además, los gastos de marketing pueden pagarse con una tarjeta de empresa compartida. Pero esta pasa de una persona a otra, puede perderse y dar lugar a pagos duplicados.",{"type":53,"attrs":472,"content":474},{"textAlign":55,"key":473},"p-16",[475,477,483,485,489],{"text":476,"type":60},"Cuando los procedimientos de ",{"text":478,"type":60,"marks":479},"gestión del gasto",[480],{"type":189,"attrs":481},{"href":482,"uuid":55,"anchor":55,"target":192,"linktype":41},"https://www.spendesk.com/es/blog/gestion-de-gastos/",{"text":484,"type":60}," son ineficaces, se desperdician tiempo, energía y dinero. Demasiadas empresas no tienen en cuenta este aspecto y, por tanto, no saben cómo hacer frente a la situación cuando llega el momento. 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Suscríbete a nuestro Newsletter para mantenerte informado.",[2172,2173],"08873884-f99d-46d2-9481-0563134fdd37","2ef12409-8f14-46b2-a8d0-0175290269ec",[2175],{"cta":2176,"_uid":2177,"items":2178,"heading":2292,"reverse":24,"component":758,"sectionSettings":2313},[],"1320905c-cdee-41a4-bbec-6d93ca2e4e3f",[2179,2235],{"_uid":2180,"title":2181,"component":677,"description":2182},"dfc0accd-ab64-464a-8597-b76754748f04","¿Qué es la gestión del gasto?",{"type":50,"content":2183},[2184,2189,2215,2220,2225,2230],{"type":53,"attrs":2185,"content":2186},{"textAlign":55},[2187],{"text":2188,"type":60},"El gasto empresarial incluye diferentes tipos de gasto:",{"type":2190,"attrs":2191,"content":2193},"ordered_list",{"order":2192},1,[2194,2201,2208],{"type":127,"content":2195},[2196],{"type":53,"attrs":2197,"content":2198},{"textAlign":55},[2199],{"text":2200,"type":60},"El gasto estratégico suele estar centralizado y gestionado por ejecutivos de alto nivel con responsables de gasto dedicados. Se puede gestionar a través de facturas, transferencias bancarias y órdenes de compra.",{"type":127,"content":2202},[2203],{"type":53,"attrs":2204,"content":2205},{"textAlign":55},[2206],{"text":2207,"type":60},"El gasto discrecional y operativo también está centralizado, pero lo realizan los directivos y empleados durante su vida profesional diaria. Incluye compras con tarjeta, pagos de suscripciones, anuncios digitales, eventos, pedidos de oficina y viajes de negocios.",{"type":127,"content":2209},[2210],{"type":53,"attrs":2211,"content":2212},{"textAlign":55},[2213],{"text":2214,"type":60},"Los gastos, a diferencia del gasto estratégico, representan una cantidad significativa de pequeñas compras que pueden ser difíciles de rastrear. Estos incluyen pagos con tarjeta, reclamaciones de gastos, beneficios para el equipo y gastos de viaje.",{"type":53,"attrs":2216,"content":2217},{"textAlign":55},[2218],{"text":2219,"type":60},"La gestión del gasto es el proceso mediante el cual las empresas gestionan los gastos empresariales. 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Esta se envía directamente a su superior para su validación y, a continuación, al equipo financiero.",{"type":53,"attrs":2263,"content":2264},{"textAlign":55},[2265,2269,2270],{"text":2266,"type":60,"marks":2267},"Para los equipos financieros",[2268],{"type":182},{"type":2098},{"text":2271,"type":60},"Cada empleado tiene su propio perfil de Spendesk y su tarjeta de débito para gastos. Así, a diferencia de lo que ocurre con las tarjetas de crédito de empresa, siempre se sabe quién está gastando el dinero de la empresa.",{"type":53,"attrs":2273,"content":2274},{"textAlign":55},[2275],{"text":2276,"type":60},"La plataforma permite a los controladores crear límites de gasto y aprobaciones previas. Los ejecutivos de nivel C o los gerentes tendrán un nivel de gasto preaprobado diferente al del resto del personal. Si un miembro del equipo necesita superar su presupuesto preaprobado, puede solicitarlo a su gerente a través de la aplicación móvil o la plataforma en línea.",{"type":53,"attrs":2278,"content":2279},{"textAlign":55},[2280],{"text":2281,"type":60},"Cuando se realiza un gasto con una tarjeta Spendesk, el empleado simplemente toma una foto del recibo en el momento de la compra. Esto significa que ya no se pierden los recibos.",{"type":53,"attrs":2283,"content":2284},{"textAlign":55},[2285],{"text":2286,"type":60},"Los equipos financieros pueden ver los gastos de la empresa en tiempo real y hacer un seguimiento de los recibos o facturas que faltan enviando recordatorios a los empleados a través de la plataforma.",{"type":53,"attrs":2288,"content":2289},{"textAlign":55},[2290],{"text":2291,"type":60},"La revisión de los gastos también es más fácil, ya que los equipos financieros pueden agruparlos y asignarles los tipos de IVA y las cuentas de gastos adecuados antes de exportarlos fácilmente a sus herramientas de contabilidad.",[2293],{"cta":2294,"_uid":2295,"title":2296,"eyebrow":2303,"subtitle":2306,"component":117,"textAlign":33,"sectionSettings":2312,"breakLineOnMobile":24,"subtitleLeftBorder":24,"customTitleFontSize":33},[],"3a4e21f5-9dd8-421d-b801-700d2fd12756",{"type":50,"content":2297},[2298],{"type":117,"attrs":2299,"content":2300},{"level":119},[2301],{"text":2302,"type":60},"Empezar con Spendesk",{"type":50,"content":2304},[2305],{"type":53},{"type":50,"content":2307},[2308],{"type":53,"content":2309},[2310],{"text":2311,"type":60},"Descubre por qué más de 3500 directores financieros, interventores, contables y administradores financieros confían en Spendesk.",[],[],"Otros artículos","Enlaces rápidos",[2317,2447,2586,2706,2810,2960,3104],{"name":2318,"created_at":2319,"published_at":2320,"updated_at":2321,"id":2322,"uuid":2323,"content":2324,"slug":2435,"full_slug":2436,"sort_by_date":55,"position":2437,"tag_list":2438,"is_startpage":24,"parent_id":763,"meta_data":55,"group_id":2439,"first_published_at":2440,"release_id":55,"lang":68,"path":55,"alternates":2441,"default_full_slug":2442,"translated_slugs":2443},"Análisis de las desviaciones presupuestarias: fórmula, umbrales, métodos y control","2026-09-14T09:05:49.730Z","2026-09-21T13:41:51.862Z","2026-09-21T13:41:51.880Z",219902565332399,"3a5ce2d6-448f-4b22-af8f-4dcc452132bd",{"_uid":2325,"title":2318,"topics":2326,"noIndex":24,"category":2335,"language":2344,"component":635,"heroMedia":2345,"metaTitle":2346,"publishedAt":2347,"readingTime":661,"redirectUrl":33,"listingImage":2348,"metaDescription":2357,"bottomArticleCta":2358,"componentsAfterTheArticle":2359},"a47a18e3-5e66-465d-8cfd-ec780eabf862",[2327],{"name":80,"created_at":81,"published_at":82,"updated_at":83,"id":84,"uuid":85,"content":2328,"slug":95,"full_slug":96,"sort_by_date":55,"position":97,"tag_list":2329,"is_startpage":24,"parent_id":99,"meta_data":55,"group_id":100,"first_published_at":101,"release_id":55,"lang":68,"path":55,"alternates":2330,"default_full_slug":103,"translated_slugs":2331,"_stopResolving":77},{"_uid":93,"name":80,"component":94},[],[],[2332,2333,2334],{"path":103,"name":55,"lang":73,"published":55},{"path":103,"name":55,"lang":75,"published":55},{"path":103,"name":55,"lang":68,"published":55},{"name":622,"created_at":623,"published_at":624,"updated_at":625,"id":626,"uuid":627,"content":2336,"slug":635,"full_slug":636,"sort_by_date":55,"position":637,"tag_list":2338,"is_startpage":24,"parent_id":639,"meta_data":55,"group_id":640,"first_published_at":641,"release_id":55,"lang":68,"path":55,"alternates":2339,"default_full_slug":643,"translated_slugs":2340,"_stopResolving":77},{"_uid":629,"icon":2337,"name":622,"component":634},{"id":631,"alt":632,"name":33,"focus":33,"title":33,"filename":633,"copyright":33,"fieldtype":38,"is_external_url":24},[],[],[2341,2342,2343],{"path":643,"name":55,"lang":73,"published":55},{"path":643,"name":55,"lang":75,"published":55},{"path":643,"name":55,"lang":68,"published":55},[68],[],"Análisis de las desviaciones presupuestarias: fórmula, umbra","2026-09-08 00:00",[2349],{"_uid":2350,"link":2351,"asset":2352,"caption":33,"component":657},"5d1a7f51-c6fc-4ad3-b748-500eb409e695",{"id":33,"url":33,"linktype":802,"fieldtype":42,"cached_url":1814,"prep":77},{"id":2353,"alt":33,"name":33,"focus":33,"title":33,"source":33,"filename":2354,"copyright":33,"fieldtype":38,"meta_data":2355,"is_external_url":24},222446742539680,"https://a.storyblok.com/f/146026/1672x941/286881765d/analisis-de-desviaciones-presupuestarias.png",{"size":2356},"1672x941","Aprende a realizar un análisis de desviaciones presupuestarias: fórmula, umbrales de materialidad, presupuesto estático y flexible, y revisión mensual.",[],[2360],{"_uid":2361,"items":2362,"heading":2413,"component":758},"4cb8663b-b696-4813-82a2-bc155e58d9ef",[2363,2373,2383,2393,2403],{"_uid":2364,"title":2365,"component":677,"description":2366},"9f2eb119-8fc1-492d-bb11-469c3479256c","¿Una desviación presupuestaria favorable siempre es positiva?",{"type":50,"content":2367},[2368],{"type":53,"attrs":2369,"content":2370},{"textAlign":55},[2371],{"text":2372,"type":60},"No necesariamente. Un gasto inferior al previsto puede reflejar eficiencia, pero también un retraso, una actividad menor o una inversión que todavía no se ha ejecutado. La explicación depende del contexto y de la previsión para los períodos siguientes.",{"_uid":2374,"title":2375,"component":677,"description":2376},"1a4d5fa3-1a2c-46db-9753-5b06b16eb2db","¿Cada cuánto se deben revisar las desviaciones presupuestarias?",{"type":50,"content":2377},[2378],{"type":53,"attrs":2379,"content":2380},{"textAlign":55},[2381],{"text":2382,"type":60},"Una revisión mensual permite detectar problemas operativos y decidir acciones con rapidez. Una revisión trimestral puede centrarse en las tendencias, la previsión de cierre y la necesidad de ajustar los supuestos del presupuesto.",{"_uid":2384,"title":2385,"component":677,"description":2386},"0af364b4-f6f3-4b26-add0-9cf50895adc0","¿Cuál es el umbral de materialidad habitual para investigar una desviación?",{"type":50,"content":2387},[2388],{"type":53,"attrs":2389,"content":2390},{"textAlign":55},[2391],{"text":2392,"type":60},"No existe un umbral único válido para todas las empresas. Lo más útil es combinar un criterio porcentual con un importe absoluto y ajustarlo según el tamaño, la volatilidad, la recurrencia y el riesgo de cada partida.",{"_uid":2394,"title":2395,"component":677,"description":2396},"a9112f9e-e1bf-4248-b0e6-22f1fd414e49","¿Cuál es la diferencia entre un presupuesto estático y uno flexible?",{"type":50,"content":2397},[2398],{"type":53,"attrs":2399,"content":2400},{"textAlign":55},[2401],{"text":2402,"type":60},"El presupuesto estático mantiene las cifras fijadas al inicio del periodo. El presupuesto flexible ajusta determinadas partidas al nivel de actividad real, lo que ayuda a distinguir entre una desviación causada por el volumen y otra relacionada con los precios, la eficiencia o la planificación.",{"_uid":2404,"title":2405,"component":677,"description":2406},"b5b33f3d-1f8c-4588-b4fc-57add53c3784","¿Cómo puede ayudar Spendesk a controlar las desviaciones presupuestarias?",{"type":50,"content":2407},[2408],{"type":53,"attrs":2409,"content":2410},{"textAlign":55},[2411],{"text":2412,"type":60},"Spendesk permite centralizar presupuestos, pagos con tarjeta, solicitudes, notas de gastos y facturas, con seguimiento en tiempo real según la configuración de la empresa. Esto ayuda a los responsables a consultar el estado del presupuesto antes de aprobar nuevos gastos y facilita la revisión posterior.",[2414],{"cta":2415,"_uid":2416,"title":2417,"eyebrow":2423,"subtitle":2428,"component":117,"textAlign":33,"flexibleSection":2433,"sectionSettings":2434,"displaySeparator":24,"breakLineOnMobile":24,"subtitleLeftBorder":24,"customTitleFontSize":33},[],"66c09807-454a-4486-a1db-9c131cb60ede",{"type":50,"content":2418},[2419],{"type":117,"attrs":2420,"content":2421},{"level":119,"textAlign":55},[2422],{"text":745,"type":60},{"type":50,"content":2424},[2425],{"type":53,"attrs":2426,"content":2427},{"textAlign":55},[],{"type":50,"content":2429},[2430],{"type":53,"attrs":2431,"content":2432},{"textAlign":55},[],[],[],"analisis-de-desviaciones-presupuestarias","es/blog/analisis-de-desviaciones-presupuestarias",-3450,[],"a5872084-7cf6-410e-8dab-83fcb37a894c","2026-09-14T09:05:49.783Z",[],"blog/analisis-de-desviaciones-presupuestarias",[2444,2445,2446],{"path":2442,"name":55,"lang":73,"published":55},{"path":2442,"name":55,"lang":75,"published":55},{"path":2442,"name":55,"lang":68,"published":55},{"name":2448,"created_at":2449,"published_at":2450,"updated_at":2451,"id":2452,"uuid":2453,"content":2454,"slug":2574,"full_slug":2575,"sort_by_date":55,"position":2576,"tag_list":2577,"is_startpage":24,"parent_id":763,"meta_data":55,"group_id":2578,"first_published_at":2579,"release_id":55,"lang":68,"path":55,"alternates":2580,"default_full_slug":2581,"translated_slugs":2582},"Flujo de caja: cómo construir y leer el estado de tesorería de tu empresa","2026-08-27T10:05:47.852Z","2026-09-10T12:48:23.439Z","2026-09-10T12:48:23.473Z",213547204048720,"59e8d522-0d9e-48f4-8516-3a3c5f1e6fbb",{"_uid":2455,"title":2448,"topics":2456,"noIndex":24,"category":2465,"language":2474,"component":635,"heroMedia":2475,"metaTitle":2476,"publishedAt":2477,"readingTime":2478,"redirectUrl":33,"listingImage":2479,"metaDescription":2486,"bottomArticleCta":2487,"componentsAfterTheArticle":2488},"e53ba4dd-df21-4b02-a075-469a60d77938",[2457],{"name":80,"created_at":81,"published_at":82,"updated_at":83,"id":84,"uuid":85,"content":2458,"slug":95,"full_slug":96,"sort_by_date":55,"position":97,"tag_list":2459,"is_startpage":24,"parent_id":99,"meta_data":55,"group_id":100,"first_published_at":101,"release_id":55,"lang":68,"path":55,"alternates":2460,"default_full_slug":103,"translated_slugs":2461,"_stopResolving":77},{"_uid":93,"name":80,"component":94},[],[],[2462,2463,2464],{"path":103,"name":55,"lang":73,"published":55},{"path":103,"name":55,"lang":75,"published":55},{"path":103,"name":55,"lang":68,"published":55},{"name":622,"created_at":623,"published_at":624,"updated_at":625,"id":626,"uuid":627,"content":2466,"slug":635,"full_slug":636,"sort_by_date":55,"position":637,"tag_list":2468,"is_startpage":24,"parent_id":639,"meta_data":55,"group_id":640,"first_published_at":641,"release_id":55,"lang":68,"path":55,"alternates":2469,"default_full_slug":643,"translated_slugs":2470,"_stopResolving":77},{"_uid":629,"icon":2467,"name":622,"component":634},{"id":631,"alt":632,"name":33,"focus":33,"title":33,"filename":633,"copyright":33,"fieldtype":38,"is_external_url":24},[],[],[2471,2472,2473],{"path":643,"name":55,"lang":73,"published":55},{"path":643,"name":55,"lang":75,"published":55},{"path":643,"name":55,"lang":68,"published":55},[68],[],"Flujo de caja: cómo construir y leer el estado de tesorería ","2026-08-26 00:00","13",[2480],{"_uid":2481,"asset":2482,"caption":33,"component":657},"f303499c-ab17-4964-a49e-9d2994c7f5d5",{"id":2483,"alt":33,"name":33,"focus":33,"title":33,"source":33,"filename":2484,"copyright":33,"fieldtype":38,"meta_data":2485,"is_external_url":24},218541575241457,"https://a.storyblok.com/f/146026/1672x941/bd6cce0a37/flujo-de-caja-es.png",{"size":2356},"Aprende qué es el flujo de caja, cómo construir un presupuesto de tesorería en Excel y cómo leerlo para anticipar tensiones de liquidez.",[],[2489],{"_uid":2490,"items":2491,"heading":2552,"component":758},"a7dda334-4112-420f-a19d-5adb1a97aa87",[2492,2502,2512,2522,2532,2542],{"_uid":2493,"title":2494,"component":677,"description":2495},"b973dc75-bb68-4f42-acc4-d08565ea73a8","¿Puede una empresa con beneficios tener un flujo de caja negativo?",{"type":50,"content":2496},[2497],{"type":53,"attrs":2498,"content":2499},{"textAlign":55},[2500],{"text":2501,"type":60},"Sí. 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Si la empresa tiene mucha actividad o atraviesa una etapa de tensión de liquidez, puede ser útil actualizarlo con mayor frecuencia.",{"_uid":2513,"title":2514,"component":677,"description":2515},"9c422bb1-6acc-4fe8-848f-e265e7affaa5","¿Qué diferencia hay entre un presupuesto de tesorería y un seguimiento de caja?",{"type":50,"content":2516},[2517],{"type":53,"attrs":2518,"content":2519},{"textAlign":55},[2520],{"text":2521,"type":60},"El presupuesto muestra los cobros y pagos previstos. El seguimiento incorpora los movimientos reales, compara ambos datos y explica las desviaciones.",{"_uid":2523,"title":2524,"component":677,"description":2525},"0fea39f0-0c4f-41db-a576-9135682e51f3","¿Cómo se incluye el IVA en un presupuesto de tesorería?",{"type":50,"content":2526},[2527],{"type":53,"attrs":2528,"content":2529},{"textAlign":55},[2530],{"text":2531,"type":60},"Los cobros y pagos deben registrarse por el importe que realmente entra o sale de la cuenta. Las liquidaciones periódicas de IVA deben reflejarse como movimientos de caja independientes en la fecha prevista, evitando duplicar el IVA ya incluido en facturas cobradas o pagadas.",{"_uid":2533,"title":2534,"component":677,"description":2535},"256ee792-6f3d-491e-bd8d-157ceb66a51f","¿Qué herramientas pueden ayudar a gestionar el flujo de caja?",{"type":50,"content":2536},[2537],{"type":53,"attrs":2538,"content":2539},{"textAlign":55},[2540],{"text":2541,"type":60},"Excel puede ser suficiente para empezar. Cuando aumenta el volumen de facturas, tarjetas, solicitudes y pagos, una solución de gestión del gasto puede ayudar a centralizar los datos y mantener actualizada la información que alimenta el presupuesto.",{"_uid":2543,"title":2544,"component":677,"description":2545},"c291cd54-fb0f-40b3-a0bf-f369443c4354","¿Cómo ayuda Spendesk a gestionar el flujo de caja?",{"type":50,"content":2546},[2547],{"type":53,"attrs":2548,"content":2549},{"textAlign":55},[2550],{"text":2551,"type":60},"El presupuesto de tesorería es tan fiable como los datos de gasto que lo alimentan. Spendesk centraliza tarjetas, facturas y solicitudes de gasto desde que se producen, permite configurar presupuestos con esa misma estructura y muestra el impacto de cada pago sobre lo planificado antes de que se ejecute. 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Controlar costes abarca el análisis de todos los recursos consumidos, incluidos los que no generan un pago directo ese mes, como la amortización de un activo. Un sistema maduro integra ambos conceptos.",{"_uid":2643,"title":2644,"component":677,"description":2645},"b551ef4c-1e3a-48bf-8fc1-ebbc731b8e9d","¿Es suficiente una hoja de cálculo para el control de costes?",{"type":50,"content":2646},[2647],{"type":53,"attrs":2648,"content":2649},{"textAlign":55},[2650],{"text":2651,"type":60},"Puede serlo para algunas empresas pequeñas, con una sola entidad, pocos centros de coste, un volumen reducido de operaciones y procesos sencillos. A medida que aumentan las transacciones, los aprobadores, las dimensiones analíticas y las necesidades de información, la conciliación y el mantenimiento manual pueden consumir más tiempo y aumentar el riesgo de error. 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