Bottom up budget setting

I often talk about the need to move from a top-down budget setting agenda and methodology to a bottom-up approach.

Church of the Customer blog (courtesy of a Bastiaan shout out) posts the encouraging news via Carl Howe at Blackfriars Communications that non-traditional marketing now makes up about 14% of marketing budgets (the third highest category)

I'd certainly like to find out more about Carl's methodology/base for this assertion. What are the other two categories (besides "traditional")? Carl?