Budget Allocation by Stage
Use this skill when allocating paid budget by stage — testing vs scaling vs retargeting, and how the split shifts as spend grows.
How to use it
Claude Code
- Run the line below. It pulls the whole folder into
~/.claude/skills/ads-budget-allocation. - Describe your job in plain words. Claude Code follows the skill from there.
Claude Code — installs the whole folder, not just SKILL.md
npx degit swan-gtm/gtm-skills/skills/ivan-falco/ads-budget-allocation#main ~/.claude/skills/ads-budget-allocationFor one project only, change the path to .claude/skills/ads-budget-allocation.
Claude (web or desktop app)
- On this page open ⋯ → Download .md.
- Save it as SKILL.md in a folder, zip the folder, then Customize → Skills → + → Create skill → Upload a skill.
- Pick the file and Save. Claude shows the name and description and runs a security scan.
- Check the skill is switched on.
- Start a new chat and describe your job in plain words. The AI follows the skill from there.
ChatGPT or another app
- ChatGPT: make a Project and paste it into Instructions.
- Neither? Paste it at the top of a new chat — it works for that chat.
Not working?
- Check which app you pasted it into — the steps above name the right one.
- Some skills need the paid tier of Claude or ChatGPT.
Paste into Claude, ChatGPT or Cursor.
Source of Budget Allocation by Stage
Show the full text43 lines
| name | title | description | category |
|---|---|---|---|
| ads-budget-allocation | Budget allocation by stage | Use this skill when allocating paid budget by stage — testing vs scaling vs retargeting, and how the split shifts as spend grows. | Ads |
Budget Allocation by Stage
Strategic Mindset
Strategy is a series of strategic bets. Work from bottom of the 5-Stage Demand Engine up for quickest ROI (Expand --> Create).
Stage Investment Characteristics
| Stage | Budget Required (Audience Size) | Estimated ROI Timeline | Estimated Difficulty |
|---|---|---|---|
| Create | High | > 90 days | High - requires strong content strategy and unique POV |
| Capture | Moderate | < 45 days | High - usually stiff competition & expensive costs |
| Accelerate/Activate | Low | Varies based on sales cycle | Low - familiar with your product and considering it |
| Revive | Low | < 45 days | Low - familiar with your brand and expressed interest in the past |
| Expand | Low | < 60 days | Medium - existing customers, hard to scale due to small audience sizes |
Fictional Examples
Product Hero (Product-Led Startup)
- Early stage, Series A, large TAM, $30k/month budget
- Focus: Create & Capture (scale net-new and brand)
- Allocation: $15,000 Create (Problem Aware) + $10,000 Capture (Solution Aware) + $5,000 Capture (Product Aware)
Sales Hero (Sales-Led Startup)
- Growth stage, Series C, small TAM, $30k/month budget
- Focus: Create, Capture & Accelerate (ABM, penetrate top 50 accounts)
- Allocation: $20,000 Create (Problem Aware) + $5,000 Capture (Product Aware) + $5,000 Accelerate (Offer Aware)
Key Insight: Product-led companies typically spread budget across Create and Capture. Sales-led companies with small TAM should invest more heavily in Create (brand/thought leadership) and Accelerate (helping sales close deals).
Important Notes
Budget will change over time - these are starting points. As your data improves and you understand what's working, you'll adjust allocations based on performance and business priorities.
| 1 | |
| 2 | name "ads-budget-allocation" |
| 3 | title "Budget allocation by stage" |
| 4 | description "Use this skill when allocating paid budget by stage — testing vs scaling vs retargeting, and how the split shifts as spend grows." |
| 5 | category Ads |
| 6 | |
| 7 | |
| 8 | # Budget Allocation by Stage |
| 9 | |
| 10 | ## Strategic Mindset |
| 11 | |
| 12 | Strategy is a series of strategic bets. Work from bottom of the 5-Stage Demand Engine up for quickest ROI (Expand --> Create). |
| 13 | |
| 14 | ## Stage Investment Characteristics |
| 15 | |
| 16 | | Stage | Budget Required (Audience Size) | Estimated ROI Timeline | Estimated Difficulty | |
| 17 | |-------|----------------------------------|------------------------|----------------------| |
| 18 | | Create | High | > 90 days | High - requires strong content strategy and unique POV | |
| 19 | | Capture | Moderate | < 45 days | High - usually stiff competition & expensive costs | |
| 20 | | Accelerate/Activate | Low | Varies based on sales cycle | Low - familiar with your product and considering it | |
| 21 | | Revive | Low | < 45 days | Low - familiar with your brand and expressed interest in the past | |
| 22 | | Expand | Low | < 60 days | Medium - existing customers, hard to scale due to small audience sizes | |
| 23 | |
| 24 | ## Fictional Examples |
| 25 | |
| 26 | ### Product Hero (Product-Led Startup) |
| 27 | |
| 28 | Early stage, Series A, large TAM, $30k/month budget |
| 29 | Focus: Create & Capture (scale net-new and brand) |
| 30 | Allocation: $15,000 Create (Problem Aware) + $10,000 Capture (Solution Aware) + $5,000 Capture (Product Aware) |
| 31 | |
| 32 | ### Sales Hero (Sales-Led Startup) |
| 33 | |
| 34 | Growth stage, Series C, small TAM, $30k/month budget |
| 35 | Focus: Create, Capture & Accelerate (ABM, penetrate top 50 accounts) |
| 36 | Allocation: $20,000 Create (Problem Aware) + $5,000 Capture (Product Aware) + $5,000 Accelerate (Offer Aware) |
| 37 | |
| 38 | **Key Insight:** Product-led companies typically spread budget across Create and Capture. Sales-led companies with small TAM should invest more heavily in Create (brand/thought leadership) and Accelerate (helping sales close deals). |
| 39 | |
| 40 | ## Important Notes |
| 41 | |
| 42 | Budget will change over time - these are starting points. As your data improves and you understand what's working, you'll adjust allocations based on performance and business priorities. |
| 43 |
Discussion
Ad campaign analyzerAnalyze ad campaign performance data (Google, Meta, LinkedIn) to identify what's working, what's wasting budget, and specific cut/scale/test recommendations. Runs statistical analysis, funnel diagnostics, and multi-channel budget reallocation with specific dollar-amount shift recommendations and scenario modeling.Startup financial modelingBuild comprehensive 3-5 year financial models with revenue projections, cost structures, cash flow analysis, and scenario planning for early-stage startups. Use this skill when creating financial projections, calculating burn rate or runway, modeling fundraising scenarios, or preparing investor-ready financials for a seed or Series A raise./cs:cfo-review — CFO Forcing Questions/cs:cfo-review <plan> — Numerate-skeptic interrogation of any plan that touches money. Unit economics, runway, dilution, capital allocation. Use when a plan commits meaningful spend — e.g. a hiring wave, a fundraise decision, or a new channel budget.Cfo advisorFinancial leadership for startups and scaling companies. Financial modeling, unit economics, fundraising strategy, cash management, and board financial packages. Use when building financial models, analyzing unit economics, planning fundraising, managing cash runway, preparing board materials, or when user mentions CFO, burn rate, runway, fundraising, unit economics, LTV, CAC, term sheets, or financial strategy.
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