Introducing The Strategic Budget Allocation Process

September 13th, 2024

With contributors:

Cristina De Martini , Tyler Orleans , Ellen Lind

Summary

Realigning marketing spend as strategic goals evolve is critical to sustained business success but can be challenging to implement due to inertia from previous decisions. Although strategic budget allocation can be viewed as a standalone process, it is most effective when deployed in conjunction with marketing and campaign planning. In this report, we introduce the Strategic Budget Allocation Process, a six-phase process marketers can use to improve the strategic focus of marketing spend through a series of cascading budget allocations that target specific marketing goals.

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