PMM budget allocation template

This template is your go-to tool for planning and managing your product marketing budget across key areas like launch campaigns, messaging and positioning, sales enablement, and more. 

It’s structured to give you a clear overview of where your money’s going, when you’re spending it, and how it aligns with your strategic priorities.

We’ve built in flexibility so you can adjust spending by scenario, shift timing by month, and keep everyone – from finance to product – on the same page. 

Who is it for?

This template is made for product marketers who need to budget like pros – even if Excel isn’t their love language.

Whether you’re the solo PMM at a startup, part of a growing GTM team, or leading a department at scale, this tool helps you:

• Justify budget asks with clarity
• Plan for launches, enablement, research, and more
• Align cross-functional teams on what PMM is doing (and funding)

How to use the template

Start with the Budget overview tab to map out your total spend across key product marketing categories. Use the notes column to explain what’s driving each budget line – that context is gold when you're syncing with leadership or finance.

Then, head over to the Monthly breakdown tab. This helps you phase spend across the year so you’re not blowing your budget in Q1 (unless, of course, you’re launching something big).

This template is designed to be a living document, not a static spreadsheet. Use it to plan ahead, communicate your priorities, and adjust course as launches shift or new needs pop up. It’s flexible enough to grow with you, whether you're mapping out next quarter or revisiting your strategy mid-year.

Grab your product marketing budget allocation template

Product marketing budget allocation template

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