Build your allocation
Enter your own mix. Percentages must total 100%. Inputs stay in this page.
Use a budget as a constraint
Begin with an amount the business can afford to commit for a defined period. The calculator divides that amount across five workstreams: customer evidence, content and creative, acquisition and programs, operations and measurement, and contingency. Rename the workstreams in your own plan if another structure better fits the work.
All allocation fields begin at zero so the page does not imply a recommended mix. Enter percentages totaling 100. The calculation stays in the browser and sends no inputs to NCMC. Use the reset button to clear the scenario.
What belongs in each workstream?
| Workstream | Items to consider |
|---|---|
| Customer evidence | Interviews, recruitment and research analysis |
| Content and creative | Useful explanations, proof and production |
| Acquisition and programs | Distribution, events or campaign activity in scope |
| Operations and measurement | Workflow, definitions, tracking and reporting |
| Contingency | A reserve for justified changes or uncertainty |
These are organizational categories, not required purchases. Include internal effort where the purpose is a fully loaded investment plan, and avoid counting the same cost in more than one category.
Equations and rounding
Each amount equals total budget × allocation percentage ÷ 100. The total allocation must equal 100% within a small rounding tolerance. Inputs must be finite, nonnegative values, and no category can exceed 100%.
The displayed amounts use two decimal places. The final category absorbs any rounding remainder so the displayed amounts reconcile exactly to the entered total. Currency labels change formatting; the tool performs no exchange-rate conversion.
Work a simple scenario
If a hypothetical $10,000 budget assigns 20% to each of five categories, each receives $2,000. That example checks the arithmetic. It does not suggest that an equal allocation is appropriate for your business or that $10,000 is a typical marketing budget.
Review the plan behind the numbers
For each allocation, identify the work, owner and decision it supports. A budget can total correctly and still fund an incoherent plan. If customer evidence is weak, investigate whether acquisition spending is premature. If suitable enquiries already exceed follow-up capacity, consider the operating constraint before increasing reach.
Without JavaScript, use the equation above in your preferred spreadsheet. The downloadable checklist and GTM template can help connect the allocation to evidence, responsibilities and review gates.