Marketing Spend Justification

Campaign Name

Funnel-driven revenue model · Contribution margin waterfall · Probability-weighted NPV/IRR/ROMI · Channel economics · Campaign comparison
1. Objective
2. Funnel & Costs
3. Channels
4. Financial Case
5. Stress Test
Compare
Present
Yellow fields = your inputs — adjust to model your scenario
Strategic Objective OKR
$
Key Results Measurable outcomes

What does success look like? These auto-populate from your funnel and financial inputs, but you can set manual targets here.

$
x
$
x
Scenarios — Best / Base / Worst

Multipliers on base revenue and ramp. Probability weights drive the weighted KPIs.

BestBaseWorst
%
%
%
Financial Parameters
%
%
%
Benchmarks Reference
x
$
x
Acquisition Funnel Drives Revenue
$
%
%
%
$
Funnel output: —/mo peak revenue
Funnel Visualisation
Attribution
%
%
Product Mix Up to 10 products

Enter each product in the campaign with its costs and expected share of sales. The model calculates blended averages automatically.

Product
Unit Cost
Wholesale
RRP
% of Sales
Margin
Contribution Margin Waterfall Per Order

Every cost between revenue and profit. This drives all financial outputs.

$/order
%
$/return
%
$/order
%
%
Customer Economics
%
%
%
Channel Allocation Media Plan

Allocate your total budget across channels. Expected ROMI and payback are your estimates — they feed the channel efficiency analysis.

Channel
% Budget
Est. ROMI
Payback
Channel Economics
Blended Customer Economics
Decision Scorecard
OVERALL
Cash Flow & Payback
Breakeven
Monthly Cash Flow — Base
MoSpendOrdersRevContribNet CFCumul
Scenario Comparison
vs Benchmarks
ROMI: Spend vs Revenue
NPV: Margin vs Ramp Delay
Scenario Envelope
Diminishing Returns
Risk Factors

Campaign Comparison

Save different configurations, then compare side by side.

No snapshots yet. Configure a campaign, then save it here. Add 2–3 to compare.