Budget Management

The marketing budget for each iteration is typically fixed ahead of time as part of the wider project budgeting completed by the leadership team (for more information, visit the Back Office page of this playbook). There is some flexibility to adapt to changing needs as implementation occurs and unexpected opportunities arise. In this instance, a case for a transfer in the allocation of funds would need to be made to the head of Finance for approval.

At the highest level, budgets for a campaign in a single iteration can be grouped into 6 key budget areas. Allocations are made based on experiences from previous iterations, and are adjusted for expected changes or pivots in strategy.

Key Budget Areas

In addition, a small sum is usually allocated as a buffer for utilisation as needed across the various budget areas.