Input your budget and goals. Get a marketing budget allocation that follows best practices: channel splits, scenario models, and a monthly roadmap.
Describe your total budget, target channels, business goals, and any spend constraints. Juma processes those inputs and builds a complete marketing budget allocation with channel-level dollar amounts, three outcome scenarios, a sensitivity analysis, and a month-by-month spending roadmap. Each output connects so the team can update one variable and see exactly how the full plan shifts.
Provide the new budget total and any performance targets you want to protect. The Flow redistributes spend across channels, flags what to scale back first, and prioritizes channels with the lowest cost-per-lead over even cuts across all channels.
The most common triggers for a mid-quarter rebalance:
The rebalanced plan preserves the structure of the original so the team can compare both versions directly and explain tradeoffs to stakeholders.
Provide the variable and the specific change - for example, a 30% increase in Google Ads CPC or a 15% drop in a channel's conversion rate. The Flow maps the ripple effect across performance targets and recommends how to reallocate spend to stay on track.
Variable changes that commonly trigger a remodel:
Running this step before acting keeps the team from making reactive adjustments without understanding the second-order effects across the full plan.
Provide the full quarterly plan and the Flow converts it into a week-by-week spending guide. Without a pacing guide, teams often discover mid-quarter that spend doesn't match targets - by then the window to course-correct has narrowed.
The weekly pacing guide includes:
Each person on the team gets a concrete weekly number to hit, not just a quarterly total to chase. Use the triggers in the guide to make budget shifts proactively, not after a channel has already underperformed for two weeks.
Marketing budget planning is a recurring engagement. Agencies build quarterly plans, rebalance mid-flight, and model new scenarios for the same client across the year. Without a shared project, every new planning session means re-establishing the client's historical spend, their target KPIs, which channels are non-negotiable, and what's coming up in the calendar. A Juma Project stores that context once. Set it up and every allocation, scenario model, and pacing guide the team builds after that starts from the client's real numbers, not from scratch.
Add a short description to each knowledge item in the project's info field so Juma knows what each file contains and when to use it. For example:
The allocation includes specific dollar amounts for each channel, the percentage split across the total budget, and the reasoning behind each recommendation. It covers digital marketing budget allocation across paid search, paid social, email, SEO, and content, as well as broader mixes that include events, sponsorships, or offline spend.
Each recommendation connects to the goals and constraints you provide at the start. If you flag a minimum ROAS target or a contractual spend floor for a specific channel, the allocation respects those boundaries and works within them.
The reasoning section is as important as the numbers. It explains why a channel received more or less budget relative to your goals, which helps the team defend decisions in reviews and gives a clear rationale for adjusting the split when performance data changes mid-quarter.
How does the three-scenario model work?
The Flow builds three versions of the plan: best case, base case, and worst case. Each scenario maps different outcomes based on variables like cost-per-click, conversion rates, and channel mix. The team sees the full range of possibilities before committing to a single budget direction.
Each scenario covers a specific set of assumptions:
Using three scenarios changes how teams approach the plan. Instead of treating the budget as a fixed commitment, the team has a decision framework. When early data comes in, the team identifies which scenario the quarter is tracking toward and adjusts spend before results fall off target.
The sensitivity analysis identifies which variables have the most impact on your target metrics. Not every budget line carries the same risk - a 20% shift in Google Ads CPC can significantly affect total lead volume, while the same change in display spend might barely register on overall results.
The analysis produces a ranked priority list for the team to monitor:
In practice, this replaces reactive budget fire-fighting with a structured, pre-prioritized response plan. When a variable shifts mid-quarter, the team already knows which inputs matter most and responds with a revised allocation rather than a gut reaction.
Yes. Step 2 of this Flow handles mid-quarter rebalancing. Provide the new budget total and any performance targets to protect, and the Flow redistributes channel allocation while flagging what to scale back first. It prioritizes channels with the lowest cost-per-lead over even cuts across all channels.
The most common triggers for a mid-quarter rebalance:
The rebalanced plan preserves the structure of the original so the team can compare both versions directly. This makes it easier to communicate tradeoffs to stakeholders and explain which channels stayed in the plan and which ones the team chose to pause.
Specific, data-backed inputs produce the best results. Sharing last quarter's channel spend, target KPIs, contractual minimums, and any channels leadership wants to prioritize gives the plan a real baseline. Following marketing budget allocation best practices starts with real performance data rather than assumptions or industry averages.
The most useful inputs to provide:
If you don't have historical data, flag that in the input. The plan notes where assumptions fill gaps rather than treating benchmarks as fact.
