The Marketing Budget Planner
Size, allocate, track and forecast your startup's marketing budget. Free Excel planner with AAJ's stage bands, CAC guardrails, expense tracking, ROI verdicts and an ARR forecast.
Excel + Google Sheets · Free
What this resource helps you do
Size, allocate, track and forecast your marketing spend — with AAJ's stage bands, a CAC ceiling from your own unit economics, an automatic expense tracker, ROI verdicts, and a new-ARR forecast.
Get the planner from AAJ's free marketing templates library.
More in Analytics, Experiments & Budget
Part of the Analytics, Experiments & Budget hub - see all 26 resources on this topic.
- Playbook: Analytics & Attribution Playbook
- Article: How Much Should a Startup Spend on Marketing? Budget Ranges by Stage
- Article: Incrementality Testing for Startups: Prove Your Ads Actually Work (2026 Guide)
- Free tool: Marketing Budget Calculator
Also useful in Paid Media.