Module 1 free · modules 2–3 with email
Foundation & Planning
Your marketing budget is the foundation everything else builds on. Without a clear budget, you're guessing — and guessing doesn't scale.
The 70-20-10 Rule Allocate your marketing budget using this proven framework:
How to Calculate Your Marketing Budget Most B2B companies spend 6-12% of revenue on marketing. If you're in growth mode, budget closer to 12-15%. Start with your revenue target, work backwards to how many leads you need, then calculate the cost per lead across your channels.
For example: If your target is $1M, average deal is $10K, close rate is 25%, and cost per lead is $50: ($1,000,000 / $10,000) × (1 / 0.25) × $50 = $20,000 marketing budget
Resource Allocation Beyond Money Budget isn't just dollars — it's people and time. Map every marketing activity to a person and a time commitment. If you have a team of 2 and 15 active channels, something has to give. Focus beats breadth every time.
Common Budget Mistakes 1. Spreading too thin across too many channels 2. Not accounting for content production time 3. Ignoring attribution — spending where you can't measure 4. Cutting budget when things slow down (that's when you need it most) 5. Not reserving budget for tools and automation
76% of marketers don't use consumer behavior data for targeting, resulting in wasted budget. This playbook fixes that with frameworks for research, targeting, demand generation, automation, attribution, and scaling your marketing engine.
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