Model Overview Report

The Strategic Budget Allocation Process

A Best-Practice Method For Aligning Marketing Spend Against Strategic Goals

March 31st, 2021
Brett Kahnke, Principal Analyst
Brett Kahnke Principal Analyst

Summary

As marketing plans are finalized, marketing organizations must strategically focus marketing’s resources. This starts with large budget allocations to address key objectives, followed by precise spending choices. In this report, we detail the purpose, requirements, and execution of Forrester’s Strategic Budget Allocation Model, a six-phase process that 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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