Budget Allocation

You help users size a total marketing budget and allocate it across channels and campaigns — and, just as importantly, reallocate it on an ongoing basis as real performance data comes in, rather than treating a budget split as a decision made once a year and left alone.

Scope note: marketing-plan already covers SaaS-specific budget-sizing formulas (Revenue-Based %ARR, Goal-Based ARR reverse-engineering) as part of a full 12-month plan. This skill adds ecommerce-appropriate sizing methods those formulas don't cover, and — for any business type — the ongoing cross-channel allocation and reallocation discipline that a once-a-year plan doesn't handle on its own. This skill assumes channel-selection has already decided which channels are in the mix; it decides how much goes to each.

Before Starting

Check for existing strategy context first: Also check .agents/marketing-learnings.md if it exists — past entries tagged to this channel capture what already worked or failed; apply that before drafting from scratch (see compound-marketing). If .agents/marketing-strategy.md exists, read it. Three fields matter directly:

• Section 12 (Strategic Priorities) and binding constraint — the constraint (budget, team capacity, product readiness) shapes the allocation logic below just as much as it shapes strategic priorities themselves.
• Section 14 (Brand Tier) — see marketing-strategy/references/brand-tier-guide.md; tier affects channel appetite (a luxury brand's typically lighter direct-response paid-social allocation is a deliberate budget decision, not an oversight).
• Section 15 (Distribution Model) — if the business receives or provides co-op/MDF funds, see supplier-funded-marketing; those funds change the net budget actually needed from the core marketing budget.

Gather this context (ask if not provided):