Marketing budget audit and allocation strategy

Your marketing budget is an investment portfolio. We diagnose how it's structured and where capital can be better allocated. We work with finance to build a P&L structure that both marketing and the CFO can use to make better investment decisions.

What We Do

BRINGING FINANCIAL DISCIPLINE TO MARKETING DECISIONS

Most marketing budgets underperform not because they're too big, but because no one looks at the budget as a whole and challenges how it's built to operate. We look at marketing with the lens of an investor: is the total budget structured correctly, sequenced in the right order, and supported by an operating model that can actually execute against it?

Services Offered

STRUCTURING YOUR MARKETING BUDGET TO PERFORM LIKE A PORTFOLIO

We look at the total marketing budget (media, agencies, technology, operations, headcount) and assess whether it's structured to deliver, sequenced in the right order, and supported by a P&L that Finance can stand behind.

Budget transparency audit

We map every dollar across the total marketing budget: media, tech, agencies, operations, headcount. The full picture becomes visible for the first time.

Budget transparency audit

We map every dollar across the total marketing budget: media, tech, agencies, operations, headcount. The full picture becomes visible for the first time.

Budget transparency audit

We map every dollar across the total marketing budget: media, tech, agencies, operations, headcount. The full picture becomes visible for the first time.

Allocation Diagnostic

We assess how the budget is allocated, where structural imbalances exist, and what's being funded by habit rather than by business case.

Allocation Diagnostic

We assess how the budget is allocated, where structural imbalances exist, and what's being funded by habit rather than by business case.

Allocation Diagnostic

We assess how the budget is allocated, where structural imbalances exist, and what's being funded by habit rather than by business case.

Sequencing and Prioritization

We evaluate whether spending is sequenced correctly. Allocation is only half the equation. Returns depend on whether the right dollars are deployed at the right time, in the right order.

Sequencing and Prioritization

We evaluate whether spending is sequenced correctly. Allocation is only half the equation. Returns depend on whether the right dollars are deployed at the right time, in the right order.

Sequencing and Prioritization

We evaluate whether spending is sequenced correctly. Allocation is only half the equation. Returns depend on whether the right dollars are deployed at the right time, in the right order.

Marketing P&L Design (with Finance)

We work alongside finance to build a P&L structure that both the CMO and CFO can read, trust, and use to make reallocation decisions together.

Marketing P&L Design (with Finance)

We work alongside finance to build a P&L structure that both the CMO and CFO can read, trust, and use to make reallocation decisions together.

Marketing P&L Design (with Finance)

We work alongside finance to build a P&L structure that both the CMO and CFO can read, trust, and use to make reallocation decisions together.

Efficiency Measurement

We build the measurement framework that tracks real marketing efficiency across the full budget, not just media performance metrics.

Efficiency Measurement

We build the measurement framework that tracks real marketing efficiency across the full budget, not just media performance metrics.

Efficiency Measurement

We build the measurement framework that tracks real marketing efficiency across the full budget, not just media performance metrics.

LET'S BUILD A MARKETING FUNCTION THAT COMPOUNDS.

We help marketing leaders get more from their total budget by building the right structure underneath it.

LET'S TALK

LET'S BUILD A MARKETING FUNCTION THAT COMPOUNDS.

We help marketing leaders get more from their total budget by building the right structure underneath it.

LET'S TALK

LET'S BUILD A MARKETING FUNCTION THAT COMPOUNDS.

We help marketing leaders get more from their total budget by building the right structure underneath it.

LET'S TALK

Other Services

All Services

Agency + Tech: RFI, RFP & Transition

Your agency roster and your tech stack are both capital decisions, not just operational ones. We define what you actually need before vendors tell you what they offer, run the RFI and RFP against criteria designed to protect your interests, and stay through the transition to make sure the strategy holds up in execution.

Get clear on what you need

RFI (request for information)

RFP (request for proposal)

Transition

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Agency + Tech: RFI, RFP & Transition

Get clear on what you need

RFI (request for information)

RFP (request for proposal)

Transition

Learn More

Operating model transformation

A strategy is only as good as the organization that delivers it. We redesign governance, processes, and accountability so teams can execute consistently, move faster, and make decisions with confidence.

Current-state diagnostic

Governance design

RACI and process mapping

Implementation & handoff

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Operating model transformation

Current-state diagnostic

Governance design

RACI and process mapping

Implementation & handoff

Learn More

Martech adoption and capability building

Martech stacks are often bought faster than they're adopted. We audit what's actually being used against what's being paid for, close the gap between purchase and adoption, and build the internal capability so your team runs the stack without needing us in the room.

Map what you really need

Platform selection

Configuration

Training & onboarding

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Martech adoption and capability building

Map what you really need

Platform selection

Configuration

Training & onboarding

Learn More