Need
Describe the outcome to fund.
The line is not justified by history.Structured template · MOD-09
Zero-based marketing budget to download: fields and controls
Decision question
What would we fund if no historical line were automatically renewed?
Editable CSV file
The template’s required fields.
This file is used to fund, reduce, test or remove each budget line. The related guide page explains the method. Here, the scope is limited to the columns, checks and example needed to complete the deliverable.
Minimum option
Show a less expensive alternative.
The service gap is explicit.Full cost
Include purchases, team and dependencies.
The conventions are consistent.Decision
Record the retained amount.
What is given up is visible.Example structure
A concrete reading before completing the file.
| Need | Minimum | Target | Decision |
|---|---|---|---|
| Acquisition | €70k | €110k | €90k |
| Customer research | €15k | €30k | €15k |
Checks before use
- No implicit renewal
- Alternative described
- Full cost
- Trade-off recorded
Counter-example
Completing “Need” without satisfying “The line is not justified by history.” creates a present but unacceptable deliverable. The row must remain blocked until corrected.
Editable resource
Download the template and retain its history.
Editable CSVDownload the zero-based budget↓Review the example and acceptance criteriaOriginal planning template. The example values are neither a benchmark nor an automatic recommendation. Adapt units, thresholds and ownership to the scope that was actually decided.
Template traceability
Editorial revision of this page.
Revision 1.1
- Reviewed on 22 August 2026
- Editorial owner: Marketing Plan in Action
- Counter-example, blocking check and visible history added.
- This revision describes the page; the CSV retains its own version field when present.
Explore the method