Marketing mix: ROMI & channel budget

Return on marketing investment and channel budget allocation benchmarks

ROMI: 100%

Gross-margin profit60 000
VerdictROMI > 100% — scale while watching CAC

Channel budget benchmarks

  • Performance (search/ads)

    40–60% — captures existing demand

  • Content/SEO

    15–25% — slow cycle, lowest long-term CAC

  • Email/CRM

    5–10% — retention costs 5× less than acquisition

  • Brand/PR

    10–20% — for long decision-cycle categories

  • Experiments

    5–10% — new channels, fixed experiment cap

ROMI is computed on gross-margin profit, not revenue: revenue × margin − spend. ROMI 100% means a unit of margin per unit of spend. Compute ROMI per channel — the portfolio average hides loss-makers.