Ep. 36 Why your Marketing Budget is Failing—and How to Fix It

In this MasterMined episode, Mark Scrivner, Jeff Skillen, and Lee Pepper break down what performance-based budgeting really means for behavioral health organizations. From aligning marketing and finance around shared metrics to building budgets from real conversion data—not vibes—this conversation reframes marketing spend as a growth roadmap. Leaders will walk away with practical guidance on accountability, data discipline, and how to plan marketing investments that actually support admissions and capacity. Key Moments 00:00 – Why marketing must claim its seat at the financial table 03:29 – Marketing as a revenue engine, not just an expense 06:05 – Turning the telescope backwards to build a smarter budget 11:51 – Defining "conversion" across the entire funnel 14:05 – Using historical data to forecast realistic growth 21:38 – Applying a portfolio model to emerging marketing channels 23:16 – The "parking lot" method for managing shiny new ideas 32:16 – Why delaying your next budget puts you behind 37:43 – Reframing budgets as roadmaps, not constraints Learn More & Connect Show Notes + Resources: https://snapshotinteractive.com/mastermined Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshotinteractive.com Connect with Jeff Skillen: https://www.linkedin.com/in/jeffskillen | https://www.skillsetenterprises.com Connect with Lee Pepper: https://www.linkedin.com/in/leepepper | https://www.neveroutmatched.com Our Sponsor - Snapshot: https://snapshotinteractive.com