Spend Optimization

Marketing Budget ZBB Taxonomy

A full classification of your marketing budget into working versus non-working dollars, with a brand-level scorecard you can track over time.

Under 30 minutes
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GL LINES TO TAXONOMY6120612562106340641064556520Media$9.1MSponsorship$2.3MAgency fees$3.8MProduction$3.2MWorkingNon-workingWORKING VS NON-WORKING62 : 38working share of $18.4M classifiedPeer 65%Working $11.4MNon-working $7.0MBRAND SCORECARDBrandSpend% of revenueWorkingBrand A$8.2M9.4%66%Brand B$6.1M12.1%58%Brand C$4.1M7.8%61%ISSUES LOG7 flagged6455 · likely production, not agency6340 · duplicate charge, $42k6125 · coded to Brand C, spent on BEvery line classified, every dollar labeled working or not.

The old way

Strategy consultancy

Typical cost
$150K-$500K
Typical time
3-6 months

With MorningAI

Under 30 minutes

Included in your MorningAI platform — 5 deliverables, ready to use

What you get

  • Every budget or GL line classified into a standard marketing spend taxonomy
  • A working versus non-working dollar split, reported both as a headline ratio and as a practical view of where the money actually goes
  • A brand-level scorecard with intensity ratios like marketing spend as a percent of revenue
  • An issues log flagging likely misclassifications, duplicate charges, and lines coded to the wrong brand
  • A classified, exportable line-item file you can hand to finance

When to use it

Before a budget-cut planning exercise or agency audit, when leadership asks what share of spend is working versus non-working, or on a recurring quarterly cadence to track the trend.

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