Marketing Budget & Channel ROI

What you get

A single Excel workbook that covers annual budget allocation across six marketing channels, full monthly pacing, and per-channel ROI — all in one file. Every channel tracks spend, leads, customers, revenue, CAC, and ROAS, so cross-channel comparisons are immediate and require no manual assembly. Two dedicated tabs handle real-time spend monitoring and an evidence-based recommendation for where the next incremental dollar belongs.

Who it's for

Marketing managers and growth leads at SMBs and startups who own a real budget and need to justify every allocation to a founder or CFO. This template is most useful at the start of an annual planning cycle or at any mid-year inflection point when one channel is draining spend without returning proportionate revenue and a reallocation decision cannot wait.

What's inside

• Annual Budget Allocation tab: set and distribute total spend targets across Content/PR, Paid Search, Paid Social, Influencer, Events, and Email in a single view
• Monthly Pacing Grid: break each channel's annual budget into 12 months with automatic running totals
• Per-Channel ROI Metrics: log spend, leads, customers, and revenue to produce CAC and ROAS for each channel automatically
• Cross-Channel Comparison: a side-by-side ROI summary that makes it immediately clear which channels are earning their allocation
• Spend Tracker tab: record actual spend against the monthly plan; over- and under-pacing surfaces in real time
• Next Dollar tab: ranks all channels by a synthesized efficiency score and outputs a plain-English recommendation for where incremental budget will return the most

How to use it

Open the file in Excel or Google Sheets and enter your total annual budget, then distribute it across the six channels using the Monthly Pacing Grid. As the year progresses, log actual spend in the Spend Tracker tab and update leads, customers, and revenue figures in the ROI Metrics section. The Next Dollar tab recalculates its efficiency scores and recommendation automatically each time performance data is refreshed.