> ## Documentation Index
> Fetch the complete documentation index at: https://b2-b-playbook.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# Budget card

<img src="https://mintcdn.com/b2-b-playbook/8TjYHkeg5vZEv16F/assets/illustrations/worksheet-budget-and-planning.webp?fit=max&auto=format&n=8TjYHkeg5vZEv16F&q=85&s=0c58c0c4fc1c5a957623b244ebfe6194" alt="Two numbers; Definitions (ours, dated); Headcount (monthly)" width="1600" height="900" data-path="assets/illustrations/worksheet-budget-and-planning.webp" />

B2B Playbook working file. Read [budget and planning](../playbooks/09-operations-pipeline-and-measurement/budget-and-planning.md) first.

Iterate with the demand and capacity files. Headcount by month. Do not paste public CAC bands as your SLA. Delete teaching notes.

Copyright © 2026 Ivan Xu. Private operating copy permitted. See LICENSE.

***

## Two numbers

* Top-down (owner, period, new ARR or bookings):
* Bottom-up (link [GTM planning](../playbooks/09-operations-pipeline-and-measurement/gtm-planning.md) reconcile):
* Gap and decision:

## Definitions (ours, dated)

* CAC:
* Payback:
* LTV:
* New ARR / bookings:
* Marketing vs sales share of total CAC:
* Date we will replace any guess:

## Headcount (monthly)

* Fully loaded cost per marketer:
* In-seat by month (or start dates):
* Annualized FTE we refuse to pretend we have:

## Remaining mix

* Paid:
* Programs / events:
* Tools:
* Agencies (internal owner required):

## Steer

* Efficiency diagnostic we will watch (our number):
* Monthly review owner: