Budget Insights Checklist
Marketing Budget Planning Checklist. Comprehensive checklist for analyzing your marketing budget plan. What data to visualize, and why.
Before you submit your budget for approval, you need to analyze the numbers on your own. Go through the list below, and if you find any concerns, update the budget plan. These are the questions that might arise from your CEO, CFO, CRO or the Finance Team in general.
Copy-paste these charts into the budget pitch deck. Give proactively the answers to your stakeholders, before they will ask about them.
Must-have marketing budget charts
Chart name | Why it's important |
---|---|
Total Budget vs Conversions YoY | Budget growth must correlate with conversion growth to justify increased spending |
Total Budget QoQ and H1 vs H2 | Shows if budget fluctuations align with business seasonality and planned activities |
Budget for New vs Existing Initiatives | Reveals risk level - too many new initiatives may decrease confidence in hitting targets |
Total Budget Breakdown by Category | Highlights growth in key categories. Be ready to defend if headcount (fixed cost) shows highest growth |
Total Budget Breakdown by Goal | For fast-growing companies, acquisition should be the dominant spending category |
Marketing Budget as % of Revenue | Should stay between 5-20% of revenue and decrease in time. If not, justify why your plan isn't scalable |