Playbook
The Marketing Budget Playbook
Set your marketing budget from your growth goal instead of an industry average: why percent-of-revenue is a description rather than a decision, the five-step arithmetic from revenue gap to spend, how to split capture from create, what to cut first when it tightens, and a worksheet to land on your number.
What’s inside
01 · Why the average is the wrong number
- Percent-of-revenue is a description, not a decision
- Work backwards from the goal instead
- The number this produces is a floor
02 · Splitting it, and cutting it
- Capture and create are different budgets
- What to cut first when it tightens
- Worksheet: your number
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