How to Build a Marketing Budget You Can Actually Defend

If You Had $10 Million More Tomorrow, Would You Know Where to Put It?

Most marketing budgets don't fail because they're too small. They fail because they're inherited: channel splits, market weightings, and brand hierarchies nobody has re-tested in years.

This white paper makes the case for a different kind of budget conversation, one grounded in Marketing Mix Modeling, where marketing and finance work from the same model instead of negotiating from different assumptions.

Inside, you'll find:

• Why finance and marketing keep speaking past each other and what actually fixes it
• Real reallocation case studies, including a 57% lift in incremental sales with no new spend, and a 22% ROI gain from reallocating budget across a brand portfolio
• The 90/10 framework for balancing proven performance with structured experimentation
• Where the next window for first-mover advantage is opening and how to get there before it closes

Download the white paper