Marketing Budget Allocation

Model Structure

Drivers (10)

Total Marketing BudgetPaid Search AllocationPaid Social AllocationEvents AllocationTotal AttendanceEvents MQL RatePaid Search CPCPaid Social CPCPaid Search MQL RatePaid Social MQL Rate

Outputs (14)

Events BudgetPaid Social BudgetPaid Search BudgetUn-Allocated BudgetEvents MQLsEvents CPLPaid Search ClicksPaid Social ClicksPaid Search MQLsPaid Search CPLPaid Social MQLsPaid Social CPLTotal MQLsBlended CPL

Congratulations, you've set your Marketing budget. Now where do you allocate those dollars to drive the most cost-efficient impact to the business? Given a fixed dollar budget, this model shows the impact of your marketing spend across 3 main categories: Paid Search, Paid Social, and Events. How effective those channels are for your business determines the Total Marketing Qualified Leads (MQLs) and Blended Cost per Lead (CPL) generated from your budget. If your planned Marketing spend isn't yielding the Top-of-Funnel results to meet your goals, which channel is worth doubling down on?

Other Paths

Balance Sheet Ratios

When measuring the financial health of a business, Balance Sheet ratios sit closer to be lagging indicators than P&L ratios. This is because they reflect the consequences of operational decisions — how revenue is collected, how inventory is managed, how the business is financed — rather than the decisions themselves These ratios are a standard part of financial analysis in any capital-intensive or credit-sensitive business. In many cases, the most scrutinized ratios are the liquidity ones ( Current and Quick Ratio) because lenders and counterparties use them to assess default risk before extending credit or trade terms. If you're monitoring balance sheet ratios in your business, anchor your working capital assumptions (Days Sales Outstanding, Days Inventory Outstanding, and Days Payable Outstanding) to actual collections and payment data rather than contract terms. Also track Return On Assets and Return On Equity together: a rising ROE driven by leverage rather than improving ROA is a warning sign, not a win.

Updated May 17, 2026

FTE vs. Contractor

Most teams already have an opinion on this trade-off. Few have done the math. This model converts a salary into what your company actually pays, making the FTE and Contractor costs genuinely comparable. The output isn't just a cost comparison. It's the starting point for a broader conversation about where full-time commitment is worth the premium. Run it twice: once with the low-end of your compensation bands, once with the high-end. The range between those two outputs is your uncertainty — and your negotiating room.

Updated Apr 29, 2026

Real Estate

In Real Estate, the revenue drivers are the units available for rent, along with the sale value of the asset. Market dynamics affect these drivers more regularly than other business models. This creates a need to stay up to date & re-run your numbers when there's a shift. Use this model to know when is a good time to hold the property and collect rent or entertain offers to sell.

Updated Apr 29, 2026

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