Strategy layer · extends “Fund” in the approach
Fund the motion where the next dollar earns most.
Average return tells you what a channel did. The slope of its curve tells you what the next dollar will do. We read the curves, move money before the quarter closes, and keep reading them, so spend follows return instead of habit.
Where the value leaks
Three ways it goes missing.
- 01
Averages hide saturation
The channel with the best average return is often the one furthest past its knee, where the next dollar buys the least.
- 02
Budgets set once a year
Money allocated in January is defended in October long after the curves have moved.
- 03
Platforms grading their own homework
Each platform reports the return it wants to be credited with, and those reports do not add up to the revenue that was booked.
The leak, shown
Four channels as response curves, today's spend on each, and what moving $25K a month would return at the same total.
Revenue returned for each level of monthly spend
Illustrative$120M B2B manufacturer
● Today ○ After the move ┄ Slope at today’s spend
Channel
Spend
Avg
Next $1
Call
Move $25K a month from search to social
+$0Krevenue a month · same total spend
How we ensure the value
A baseline, a standing control, and proof.
The same three moves on every engagement, so a gain is a number against a starting point, held by a rule with an owner, and reported whether or not it flatters us.
- 1
Baseline
We build response curves for each channel from your spend and outcome history, and fix the starting return, marginal return and budget split.
- 2
Standing control
A standing monthly review with caps and floors per channel, a pre-agreed rule for when money moves, and a log of every change and its reason.
- 3
Proof
Return after each move is read against the curve we predicted and reconciled to finance, so a reallocation is judged by what it earned, not by what a platform says.
What you get
What we hand over.
- Response curves and marginal returns by channel
- A budget reallocation plan with caps and floors
- A monthly cadence for reading and moving spend
- Reconciled return reporting
- A way to test new channels without guessing
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