Marketing Investment Brief
Make the Case. Get the Funds.
Make the Case for Marketing Investments.
Underfunded marketing teams don't just grow slower. They lose ground to competitors who figured out how to get buy-in.
If you've ever left a budget meeting with less than you needed, the ask itself might be the issue. Executives approve investments. They cut expenses. This tool helps you present yours the right way.
Work through each step and download your completed brief to share with leadership.
STEP 01 OF 06
The Business Context
Set the stage by tying your request to a specific business challenge or growth opportunity. Speak to revenue, market position, or competitive pressure.
STEP 02 OF 06
The Investment Ask
State what you're requesting. Tie each marketing line item to a clear outcome and be specific about what the spend enables.
Choose Your Channels
Paid Search
Paid Social
Email Marketing
Events & Webinars
SEO & Content
Marketing Automation
What's the Primary Outcome?
STEP 03 OF 06
The Metrics That Matter
Use cost- and value-driven metrics that connect directly to revenue. Show where you are today and where this investment will take you.
Initiative / Channel
Current Baseline
Projected Outcome
+ Add Your Metric
STEP 04 OF 06
The Story Behind the Numbers
Hard numbers earn attention, but qualitative context earns trust. Explain why the metrics will move and what the data doesn't yet capture.
+ Add Your Insight
BONUS: AI Objection Playbook
When Someone Asks:
"Can't AI Do That for Free?"
1
AI is a multiplier, not a marketer.
AI can accelerate execution, but it needs a well-defined brand: clear messaging, a distinct voice, the right tone, and a visual identity that means something. Building that takes human expertise.
2
You have to know your buyers.
Understanding buyers on a human level — their language, their hesitations, their motivations — is the insight that makes marketing land. AI can synthesize what exists online about your audience, but it can’t replace listening.
3
AI is only as good as your data.
Before you can use AI to prospect, automate nurture sequences or personalize at scale, you’ll need clean, structured CRM data to start with. If your data is messy, incomplete or inconsistent, AI will amplify those problems.
4
Taste level is a human thing.
Knowing what’s sharp, what’s on-brand, and what will resonate versus what will fall flat takes trained judgment that comes from years of experience. It takes a skilled human to know which 10% is worth using and how to push it further.
5
Strategy is knowing what to prioritize.
AI can produce ideas, content and campaigns at a scale. It can’t tell you where to focus, what will move the needle, or how to allocate your resources for maximum impact. That’s the job of experienced strategists who understand your market, your goals and your constraints.
6
Human creativity is a competitive edge.
AI pulls from what already exists. That means no idea it generates is truly original. Marketing is about standing out, and a feed full of AI-generated sameness won’t do that.
Last Step
Where should we send a copy of your brief?
Enter your work email and your completed brief will download instantly. We'll also send a copy so you can reference or share it with your team.
YOUR BRIEF IS READY
Your Complete Brief
Here's everything you've built. Review your brief, then download it as a formatted PDF to share with your leadership team.
01 — Business Context
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Goal
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Current Gap
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Opportunity
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02 — Investment Ask
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Channels
None selected
03 — Metrics That Matter
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Metrics
None entered
04 — Story Behind the Numbers
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Insights
None entered
05 — Risk Analysis
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If We Don't Invest
Pipeline flat, rising CAC, longer sales cycles, lost share of voice
If We Do Invest
Pipeline growth, improved CAC payback, faster deal close, brand visibility
06 — Clear Next Step
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Initiative
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Start Date
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Budget
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Decision By
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Owner
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07 — AI Objection Playbook
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01
AI is a multiplier, not a marketer.
02
You have to know your buyers.
03
AI is only as good as your data.
04
Taste level is a human thing.
05
Strategy is knowing what to prioritize.
06
Human creativity is a competitive edge.
Ready to present to leadership?
Download your completed brief as a PDF — formatted and ready to share with your executive team.
Kuno helps you tell a stronger story — to leadership and the market.
We align data, strategy and storytelling in a way that speaks to a more expansive narrative of business growth. While building trust with your executives, we build that same trust with your audience.
Connect with us