Budget Priorities

What are Budget Priorities?

  • An estimate of what investment is needed to deliver your brand’s Marketing Plan - Priorities, Tactics & KPIs

Steps

  • Start with your Priorities, Tactics & KPIs
  • Estimate the Cost of Activities for each Tactic
  • Calculate Total Estimated Budget & Priorities
  • Determine Marketing Budget as % of Revenue
  • Review & Refine

Start With Your Priorities, Tactics & KPIs

Estimate the Cost of Activities

  • Add all Tactics to the “Budget by Tactic” sheet
  • Add estimated costs for the activities needed to execute each Tactic
  • Add notes to explain breakout/costs if needed

Calculate Total Budget & Priorities

  • The “Budget Overview” sheet sums all of the costs = Estimated Budget
  • It also calculates Category % of Total Budget = Priorities

Determine Budget % of Revenue $

  • Add Total Revenue $ for the same period as the Estimated Budget
    • New Brand = 12% to 20%
    • Established Brand = 6% to 12%

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