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Free Download: Marketing Budget Spreadsheet

Built around a $5M example, works at any size.

Enter your revenue target, margins and win rate to see how much you can spend winning new customers, then plan where the money goes across the year.

Tab 1: revenue to budget calculator. Tab 2: 12 month spend plan.

Worked example

$5M target, 40% margin, 25% win rate = $100,000 a year to spend on new customers.

$1Mnew-customer revenue neededGrowing from $4M to the $5M target
40new customers to winAt $25K revenue each
160qualified opportunitiesAt a 25% win rate
$2,500to spend winning each customer$10K gross profit at 40%, less $7,500 kept for overhead and profit

Run through the spreadsheet's own formulas. Put in your numbers and it works out yours.

What is inside

01
Your business assumptions
Enter 7 inputs for one 12 month period: current revenue, your revenue target, revenue from existing customers, revenue and gross margin per new customer, what to keep for overhead and profit, and your win rate.
02
The calculation, step by step
From the revenue gap to the new customers and qualified opportunities you need, the gross profit each new customer brings and the acquisition allowance that leaves.
03
Your proposed budget
The annual and monthly budget, the share that goes to winning new customers, and how much of the modelled allowance your plan uses.
04
Where the money goes
The year's costs in 7 lines: agency services, paid media, production, tools and data, internal time, website projects and an uncommitted reserve, each with its share for new customers.
05
Quarterly timing
An optional split of the year by quarter, so launches and seasonal campaigns line up with the budget.
06
Where investment can help
Prompts to check follow-up, conversion and retention before adding spend, and to test new activity against your customer economics.