BUD_PROTOCOL_01 // PROTOCOL_SPEC
Revenue Yield Modeling
Allocate budget by revenue yield per account cluster—not CPC—so spend follows pipeline creation, progression, and closed-won outcomes.
CPC Optimization Creates Cheap Noise
Most paid teams optimize to efficiency metrics that do not predict revenue. Yield modeling ties spend to the downstream value produced per segment, tier, and stage—so budget goes where it returns cash.
CRITICAL FAILURE MODES
- ✕ Spend shifts toward low-cost clicks with low sales acceptance rates
- ✕ High-ACV segments get underfunded because they look 'expensive' on a per-click basis
- ✕ Teams can't explain why budget moved beyond 'in-platform performance was better'
Yield Modeling Logic
YIELD INPUTS
Opportunity yield by segment
Win-rate lift (Exposed vs Control)
Deal size impact (ACV Delta)
Velocity impact (Days Saved)
Spend by channel + segment
→
YIELD OUTPUT
Revenue Yield Score
Logic: (Opp Yield × Win-Rate × ACV) ÷ Spend → Yield Score
Artifacts You Receive
- ✓Revenue Yield Score Model (by segment + channel)
- ✓Budget Recommendation Table (Scale/Hold/Cut)
- ✓Yield-Based KPI Definitions
- ✓Decision Log Template (Why spend moved)
Implementation Steps
WK 1
Define yield components and normalize spend + revenue inputs across all platforms.
WK 2
Compute yield scores by segment/channel and validate against historical outcomes.
WK 3
Operationalize yield-driven budget recommendations and decision logs for the team.