Tool
Marketing Budget Calculator
Work out what a customer is worth, what you can afford to spend acquiring one, and what that makes your marketing budget. Nothing is sent anywhere; the math runs in your browser.
Lifetime value of a customer
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Gross profit one customer produces across the whole relationship.
You can afford to spend, per customer
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Your target cost to acquire one, at the growth appetite you chose.
Which makes your annual budget
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Sales and marketing combined, to hit that many customers.
This is the same arithmetic I use on a first call. It is a ceiling, not a target: if you can acquire customers for less, the difference is margin. What it replaces is picking a percentage of revenue and hoping.
Talk through your numbers →The other one
What is your brand actually contributing?
The budget question and the brand question are the same question from two directions. One asks what a customer is worth; the other asks how much of that worth exists because of what people think of you.
Brand Value Calculator