The Problem

Underfund marketing and you will constrain revenue growth. Overfund marketing and your profits will suffer. Peanut butter spread a marketing budget across all segments, accounts and buyers and you will run out of money quickly without showing results. Revenue growth requires embracing objective-based budgeting and the precise allocation of your marketing dollars.


The Solution

  • Budget method
    • Percentage of revenue
    • Competitive based method
    • Objective method
    • Affordable method
  • KPI mapping to objectives
  • Return on Marketing Investment (ROMI)
  • Approved budget
  • Approved headcount
  • Budget dashboards


To learn more about the next phase of the marketing strategy process, visit Phase 9: Marketing Organizational Design.