Marketing Budget Zero-Based Planning

Create a zero-based marketing budget for [Company Name] with annual revenue of [Revenue]. Rather than adjusting last year's budget, justify every dollar from zero. Structure: 1) Revenue targets and required pipeline — work backward from revenue goal to determine required leads, MQLs, SQLs by channel. 2) Channel-by-channel allocation — for each channel (paid search, paid social, SEO, content, email, events, partnerships, PR), provide: historical CAC, expected CAC improvement, projected leads, budget ask with justification. 3) Technology stack costs — MAP, CMS, analytics, design tools with alternatives analysis. 4) Team costs — headcount vs agency vs freelancer analysis for each function. 5) Testing budget — 10-15% experimental allocation with hypothesis for each test. 6) Quarterly rebalancing triggers — what metrics would cause budget shifts. 7) Scenario modeling — conservative (0.8x), base (1x), aggressive (1.5x) spend scenarios with projected returns. Output as a detailed spreadsheet-ready framework.