Budget reviews work when the agenda is predictable
Use the same four-part agenda every cycle: results vs. plan, ROI outliers, risks, and proposed reallocations.
1. Results vs. plan
Compare spend, conversions, and revenue against the approved plan. Flag channels that moved more than an agreed threshold.
2. ROI outliers
Highlight the top two performers and the bottom two performers. Ask whether the gap reflects strategy, creative, audience, or data quality.
3. Risks and missing data
List campaigns with incomplete records or tracking issues before making allocation changes. Bad data should not drive big bets.
4. Proposed reallocations
End every review with specific proposed moves, expected impact, and an owner. Decisions without owners rarely happen.