The $9M Marketing Portfolio: A Finance-Aligned ROI Framework for Capital Allocation
Evaluating every marketing dollar on the business value it creates, in partnership with Finance and Sales Operations.
The Challenge
- Allocating a $9M annual Enterprise marketing budget without a unified, cross-functional standard for assessing commercial return across diverse campaign types.
MY PLAYBOOK
- Partnered with Finance and Sales Operations to engineer a commercial ROI evaluation framework.
- Evaluated investments based on customer lifetime margin, product unit economics, and full-funnel acquisition costs rather than vanity metrics.
- Uncovered that lower-cost, highly targeted audience plays were materially outperforming broad flagship programs.
The Impact
- Reallocated capital to high-margin programs, shifting marketing investment toward the highest-return opportunities and cutting waste from underperforming initiatives.
- Established C-level financial credibility with a transparent operating model that treated marketing as an investment portfolio rather than a cost center.