Budget Governance & Investment Allocation Playbook
Decision scope
This playbook structures how growth and marketing capital is split, protected and reallocated under uncertainty.
It defines base investment, controlled bets, approval thresholds and review cadence, so capital moves deliberately rather than reactively.
A decision model for allocating and reallocating growth and marketing spend under uncertainty.
Book a callWhen it is used
Use this playbook when capital allocation decisions are becoming political, reactive or difficult to defend.
Budget pressure and board scrutiny
CAC volatility and unclear payback
Repeated reforecasting without governance
Conflicts between growth ambition and risk tolerance
Inputs
Current budget structure and constraints
Historical performance ranges and volatility
Payback assumptions and risk parameters
Ownership model for budget decisions
Outputs
Budget allocation logic (base vs bets)
Guardrails and approval thresholds
Reallocation cadence and triggers
Decision ownership and forums
A simple decision pack for leadership review
Application
Applied in leadership reviews to prevent repeated budget shifts driven by short-term volatility.
The outcome is a clear allocation logic (base vs bets), predefined guardrails and a predictable reallocation rhythm.
Commercial terms
Terms depend on number of budget lines and governance complexity.