Resources

Learn to speak CEO and CFO.

Frameworks, templates and worked examples for marketing leaders who have to defend a number — whether or not you ever use Revup.

Featured
Guide

The CFO-ready marketing budget: a planning-season playbook

How to build next year's number so it survives the first round of cuts — mapping programs to business goals, pricing non-revenue outcomes, and pre-modeling the three scenarios you will be asked about.

32 pages·PDF + XLSX template
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Articles & frameworks

Sharing Budget Ownership Within Marketing Teams Maximizes Business Impact
Article 6 min read
Sharing Budget Ownership Within Marketing Teams Maximizes Business Impact
Give owners real accountability for their lines and the whole team starts spending like it's their own money.
Strong Marketing Performance Increases a Startup’s Valuation
Article 9 min read
Strong Marketing Performance Increases a Startup’s Valuation
Two methods for translating marketing strength into the dollars investors actually price into your multiple.
The B2B CMO’s Guide to Marketing Budget Planning
Article 8 min read
The B2B CMO’s Guide to Marketing Budget Planning
A start-to-finish framework for a budget that maps to business goals and survives the first round of cuts.
Is marketing a cost center or a revenue center?
Article 6 min read
Is marketing a cost center or a revenue center?
Why framing marketing as spend to be minimized guarantees it loses the budget fight — and how to reframe it.
CMOs Need to Manage Expenses to Be Taken Seriously
Article 5 min read
CMOs Need to Manage Expenses to Be Taken Seriously
Committed, spent and available — the numbers every CMO needs cold before finance asks.
How to Quantify the Business Value of Marketing
Article 10 min read
How to Quantify the Business Value of Marketing
A defensible method for pricing the outcomes attribution can't see: brand, enablement, retention, market access.
Maximize Growth with a Marketing Plan Cycle
Article 7 min read
Maximize Growth with a Marketing Plan Cycle
Treating the marketing plan as a living cycle, not an annual document, keeps spend aligned to goals all year.

Marketing finance glossary

The vocabulary the board is already using. Borrow it.

ROMI
Return on marketing investment — total business value delivered divided by total marketing spend, not just attributed revenue.
Equivalent financial value
A priced value placed on an achieved key result that has no direct revenue line, using an agreed and auditable proxy.
Committed vs. spent
Money contractually promised versus money actually paid. The gap is where most budget surprises live.
Unaligned spend
Budget that cannot be traced to a business goal or key result. The first thing a CFO finds, and the first thing cut.
Scenario planning
Modeling alternative budgets side by side with their performance expectations and ROI impact attached.
CAC payback
Months of gross profit needed to recover the cost of acquiring a customer. The number the board tracks, not MQLs.

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