AI Blocks › Plan your strategy
Know how much to spend on building the brand and how much on sales
Paste your spend and the numbers you track. Get a balanced scorecard and a brand versus sales budget split.
Split your marketing budget between brand and sales is a free AI workflow for the job "Plan your strategy". It guides your AI through several skills in order, passing each step's output to the next.
Free · No account · Made by AI Blocks · Level: advanced · Thinking: high
What it does
Many businesses judge all their marketing on what happened this month. Sales-focused spend wins that contest every time, so the brand-building work that grows the business over years loses its budget. A few years on, prices have to drop to keep sales up and growth slows. This workflow separates the two. It sorts what you measure into short-term and long-term, and flags any number that misleads on its own, such as sales that come from clicks. It then sorts each channel as brand building or sales, compares your split with a starting point of about 60 brand to 40 sales, and checks your share of voice against your market share. It ends with the smallest shift worth testing. The research behind it is The Long and the Short of It, by Les Binet and Peter Field.
You give it
- Your marketing spend by channel and the results you track
- Your brand file, with your voice and positioning (optional)
- Your main competitors and roughly what they spend (optional)
- Brand brain (optional)
- Competitors (optional)
You get
- A scorecard of your numbers, split into short-term and long-term, with what each one tells you and how long it takes to show
- Your current split between brand building and sales, compared with a starting point
- A share-of-voice check and the smallest shift to test, with what the right split depends on for your business
Use it when
- You spend on marketing every month and can't say how much of it builds the brand and how much drives sales.
- Sales are steady but you are pushing more discounts to hold them, and you suspect the brand is slipping.
- You are planning next year's marketing budget and want to defend the split to your boss or partners.
Steps
- Marketing scorecard builder: Paste the numbers you track. Get a scorecard of short-term and long-term measures and what each tells you.
- Brand and sales budget splitter: Paste your ad spend by channel and market numbers. Get a brand versus sales split, a share-of-voice check and what to shift.
How to use it
- Download the handoff pack. It's a zip with HANDOFF.md and every skill file this workflow uses.
- Give the folder to Claude (in Claude Code, or as files in a Claude Project) and say "Follow HANDOFF.md".
- Paste your spend by channel and the numbers you track. Add your brand file and competitors if you have them.
- It works step by step and saves each result. Read the scorecard before you read the split.
- Put the shift it suggests into one channel first, and don't judge it on a short window.