BUDGETING5 MIN READ
Walk the Campaign Increase
Evaluate a growth-spend increase by moving through driver, contribution, payback, and variance gates.
Growth pressure Demos rose 28%, but the team wants spend to rise 65%. The risk is funding activity before contribution and payback are proven. Growth budget gate Driver -> conversion -> contribution -> payback Each gate turns a marketing signal into a budget decision. Skip one and a forecast can look better than cash will feel. Scale demos Activity treated as economics. Stage spend where payback clears the gate. Growth spend is a budgeted investment with release conditions. 01 Driver 02 Economics 03 Gate Define the driver Gate 1
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