Playbook
Marketing Budget ZBB Taxonomy
Outcome: A full classification of your marketing budget into working versus non-working dollars, with a brand-level scorecard you can track over time.
Classify every line of your marketing budget into a zero-based taxonomy, split spend into working versus non-working dollars, and produce a brand-level scorecard with intensity ratios you can track over time.
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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