Budget Planning (Global)

A budget is not a fixed number — it is a decision tool: where you place bets and when you pull back. The leader must know total spend, ROI per channel, what to increase, and what to cut. Run 10-reverse-kpi-global first to derive the minimum budget from the revenue target before allocating anything.

Information gathering

Read .agents/product-marketing-context-global.md, the marketing plan, and the previous period's report if available. If missing, ask up to 4 questions:

1. Total budget and planning period? How much, for a month, a quarter, or a year (USD)?
2. Revenue target for the period? Needed to compute marketing as a percent of revenue and the minimum viable budget.
3. Active channels and last period's ROI? Meta / TikTok / Google / email + SMS / affiliates / agency — which has the best ROAS or CPA?
4. Any large campaign needing a reserve? Launch, Black Friday / Cyber Monday, or another seasonal peak.

Principles