Video: Market Math calculates the budget you need for the results you want
Start with outcomes, not a number. Market Math sizes budgets from goals backward, so you can plan, defend, and deliver with confidence.
TL;DR
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Flip the script. Begin with revenue or pipeline targets, then work back to a realistic budget.
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Model with data. Use vetted conversion ratios and timelines.
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Align stakeholders. Give marketing, sales, and finance a shared plan to approve and track.
What is Market Math?
Market Math is a goal‑backed budgeting model for B2B campaigns. You enter target outcomes, such as bookings and opportunities, then apply realistic conversion ratios by stage and channel. The model calculates the spend required to reach your goals, plus timelines and scenarios. The result is a budget you can defend.
Most B2B marketing campaigns start with a budget, and marketers do the best they can with it. Is it enough? Too much? There is a better way. Market Math helps you plan and defend the budgets you need to build targeted campaigns that reliably achieve the results you expect.
Watch the video to see how it works.
Key takeaway
Budget from goals, not guesses. Market Math turns targets into defensible plans that align teams and deliver results.
FAQs
What inputs do we need to get started?
Your primary outcome, recent conversion ratios by stage, average deal size, and an initial channel mix. If you lack data, start with ranges and tighten them over time.
How often should we update the model?
Set it at the start of a campaign, then review monthly. Update assumptions after major shifts, such as a new channel or a material change in conversion.
Can Market Math work if we have long sales cycles?
Yes. Extend the time horizon, align expectations with sales, and weight channels that influence depth over volume.
Published November 2023. Updated November 2025.
