The blog

Finance, explained like a friend would

Plain-language guides to budgets, ROAS, ROI and the questions your CFO will ask. No jargon, no judgement - just the numbers side of marketing, one step at a time.

• Marketing budgets in plain English: how to build one your CFO will approve

  A plain-language guide to building a marketing budget: where to start, what to include, how to phase spend across the year and how to defend it in front of your CFO.

  6 min read

• ROAS explained: what it tells you, and what it quietly leaves out

  ROAS (return on ad spend) is the metric every ad platform shows you. Learn what it actually measures, see a worked example, and understand what it leaves out - margin, incrementality and full costs.

  5 min read

• Marketing ROI in plain English (and why it is not the same as ROAS)

  A friendly introduction to marketing ROI: what it really measures, how it differs from ROAS, and the three questions to ask before quoting any ROI number.

  5 min read

• The questions your CFO will ask about marketing spend (and how to answer them)

  Ten questions CFOs ask marketers about budgets and spend - from 'what did we get for that?' to 'what happens if we cut it?' - with plain-language guidance on how to answer each one.

  7 min read