Product marketers often manage a budget — either directly or through other groups — for direct mail, print advertising, mass media, channel programs, collateral, events, and other marketing activities. Here, marketing consultant Guy R. Powell of DemandROMI explains the importance of targeted marketing spending and provides a Microsoft Office Excel 2003 template that can help you prepare your marketing budget. Evaluate your return on marketing investment for six areas: marketing to existing customers, up-selling to existing customers, "rescuing" customers (preventing customer churn), winning new customers, branding, and marketing infrastructure.

• Target your marketing budget to company objectives (Article)
  Learn to create a marketing budget that supports company objectives.
• Targeted budgeting tool (Template)
  Use this Excel 2003 template to determine how best to put your marketing dollars to work.
• Add, change, or remove conditional formats (Article)
  Learn to customize elements of the Targeted Budgeting Tool template.
• IF (Article)
  Learn more about the logical function IF, used in the Targeted Budgeting Tool template.
• About cell and range references (Article)
  Find out about using data from different parts of a worksheet in one formula or using the value from one cell in many formulas.