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Before · what you sentsample-marketing-budget.xlsx
| Row | A | B | C | D | E | F | G | H |
|---|---|---|---|---|---|---|---|---|
| 1 | Marketing FY2026 Budget — Channel & Program Plan | |||||||
| 2 | Owner: VP Marketing (D. Reyes) · Plan of record v3, approved CFO 2025-12-09 · Targets: $46M pipeline sourced, 3.2x ROMI | |||||||
| 3 | Channel / program | Q1 | Q2 | Q3 | Q4 | FY total | % of budget | Owner |
| 4 | Demand Generation | |||||||
| 5 | Paid search (Google, Bing) | 168,000 | 174,000 | 181,000 | 214,000 | 737,000 | 15.2% | J. Whitfield |
| 6 | Paid social (LinkedIn, Meta) | 142,000 | 148,000 | 152,000 | 176,000 | 618,000 | 12.8% | J. Whitfield |
| 7 | Display & programmatic (ABM tier 1) | 96,000 | 102,000 | 98,000 | 118,000 | 414,000 | 8.6% | R. Nakamura |
| 8 | Content syndication & lead gen | 64,000 | 64,000 | 58,000 | 71,000 | 257,000 | 5.3% | R. Nakamura |
| 9 | Subtotal — Demand Generation | 470,000 | 488,000 | 489,000 | 579,000 | $2,026,000 | 41.9% | |
| 10 | Brand & Content | |||||||
| 11 | Content production (video, reports) | 88,000 | 74,000 | 96,000 | 82,000 | 340,000 | 7.0% | S. Adeyemi |
| 12 | PR & analyst relations retainer | 45,000 | 45,000 | 45,000 | 45,000 | 180,000 | 3.7% | S. Adeyemi |
| 13 | Website, SEO & CRO program | 52,000 | 52,000 | 58,000 | 58,000 | 220,000 | 4.6% | L. Brandt |
| 14 | Subtotal — Brand & Content | 185,000 | 171,000 | 199,000 | 185,000 | $740,000 | 15.3% | |
| 15 | Events & Field | |||||||
| 16 | Apex Summit (flagship conference, Sep) | 40,000 | 95,000 | 610,000 | 55,000 | 800,000 | 16.6% | M. Costa |
| 17 | Industry trade shows (6 shows) | 112,000 | 148,000 | 84,000 | 96,000 | 440,000 | 9.1% | M. Costa |
| 18 | Field & partner events (regional) | 38,000 | 46,000 | 42,000 | 51,000 | 177,000 | 3.7% | T. Oduya |
| 19 | Subtotal — Events & Field | 190,000 | 289,000 | 736,000 | 202,000 | $1,417,000 | 29.3% | |
| 20 | Marketing Operations & Tooling | |||||||
| 21 | Martech stack (MAP, ABM, attribution) | 74,500 | 74,500 | 74,500 | 74,500 | 298,000 | 6.2% | L. Brandt |
| 22 | Data enrichment & intent feeds | 28,000 | 28,000 | 28,000 | 28,000 | 112,000 | 2.3% | L. Brandt |
| 23 | Creative agency retainer | 60,000 | 60,000 | 60,000 | 60,000 | 240,000 | 5.0% | S. Adeyemi |
| 24 | Subtotal — Marketing Operations & Tooling | 162,500 | 162,500 | 162,500 | 162,500 | $650,000 | 13.4% | |
| 25 | TOTAL MARKETING BUDGET | $1,007,500 | $1,110,500 | $1,586,500 | $1,128,500 | $4,833,000 | 100.0% | |
| 27 | Apex Summit spend concentrates in Q3 (venue balance due Jul, production Aug). Q4 paid-media uplift funds pipeline-gap coverage for FY27 Q1 bookings. | |||||||
| 28 | % of budget computed against FY total; quarterly phasing reviewed at each QBR with reallocation authority up to 10% per line without CFO sign-off. | |||||||
| Row | A | B | C | D | E | F | G | H |
|---|---|---|---|---|---|---|---|---|
| 1 | Marketing FY2026 Budget — Channel & Program Plan | |||||||
| 2 | Owner: VP Marketing (D. Reyes) · Plan of record v3, approved CFO 2025-12-09 · Targets: $46M pipeline sourced, 3.2x ROMI | |||||||
| 3 | Channel / program | Q1 | Q2 | Q3 | Q4 | FY total | % of budget | Owner |
| 4 | Demand Generation | |||||||
| 5 | Paid search (Google, Bing) | 168,000 | 174,000 | 181,000 | 214,000 | 737,000 | 15.2% | J. Whitfield |
| 6 | Paid social (LinkedIn, Meta) | 142,000 | 148,000 | 152,000 | 176,000 | 618,000 | 12.8% | J. Whitfield |
| 7 | Display & programmatic (ABM tier 1) | 96,000 | 102,000 | 98,000 | 118,000 | 414,000 | 8.6% | R. Nakamura |
| 8 | Content syndication & lead gen | 64,000 | 64,000 | 58,000 | 71,000 | 257,000 | 5.3% | R. Nakamura |
| 9 | Subtotal — Demand Generation | 470,000 | 488,000 | 489,000 | 579,000 | $2,026,000 | 41.9% | |
| 10 | Brand & Content | |||||||
| 11 | Content production (video, reports) | 88,000 | 74,000 | 96,000 | 82,000 | 340,000 | 7.0% | S. Adeyemi |
| 12 | PR & analyst relations retainer | 45,000 | 45,000 | 45,000 | 45,000 | 180,000 | 3.7% | S. Adeyemi |
| 13 | Website, SEO & CRO program | 52,000 | 52,000 | 58,000 | 58,000 | 220,000 | 4.6% | L. Brandt |
| 14 | Subtotal — Brand & Content | 185,000 | 171,000 | 199,000 | 185,000 | $740,000 | 15.3% | |
| 15 | Events & Field | |||||||
| 16 | Apex Summit (flagship conference, Sep) | 40,000 | 95,000 | 610,000 | 55,000 | 800,000 | 16.6% | M. Costa |
| 17 | Industry trade shows (6 shows) | 112,000 | 148,000 | 84,000 | 96,000 | 440,000 | 9.1% | M. Costa |
| 18 | Field & partner events (regional) | 38,000 | 46,000 | 42,000 | 51,000 | 177,000 | 3.7% | T. Oduya |
| 19 | Subtotal — Events & Field | 190,000 | 289,000 | 736,000 | 202,000 | $1,417,000 | 29.3% | |
| 20 | Marketing Operations & Tooling | |||||||
| 21 | Martech stack (MAP, ABM, attribution) | 74,500 | 74,500 | 74,500 | 74,500 | 298,000 | 6.2% | L. Brandt |
| 22 | Data enrichment & intent feeds | 28,000 | 28,000 | 28,000 | 28,000 | 112,000 | 2.3% | L. Brandt |
| 23 | Creative agency retainer | 60,000 | 60,000 | 60,000 | 60,000 | 240,000 | 5.0% | S. Adeyemi |
| 24 | Subtotal — Marketing Operations & Tooling | 162,500 | 162,500 | 162,500 | 162,500 | $650,000 | 13.4% | |
| 25 | TOTAL MARKETING BUDGET | $1,007,500 | $1,110,500 | $1,586,500 | $1,128,500 | $4,833,000 | 100.0% | |
| 27 | Apex Summit spend concentrates in Q3 (venue balance due Jul, production Aug). Q4 paid-media uplift funds pipeline-gap coverage for FY27 Q1 bookings. | |||||||
| 28 | % of budget computed against FY total; quarterly phasing reviewed at each QBR with reallocation authority up to 10% per line without CFO sign-off. | |||||||
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