Splitting spend evenly across channels feels fair and defensible, but it quietly ignores that some bets are proven and others are pure speculation. Fair is not at all the same thing as effective.
A cleaner frame is to weight it by confidence: a large share to what reliably works, a smaller share to scaling what merely shows promise, and a deliberate slice reserved for experiments that are allowed to fail outright.
That experimental slice is not waste, even when most of it returns nothing. It is precisely how you discover next year's reliable channel before your competitors stumble into the same one and bid the price up.
Takeaway: label every budget line as proven, promising, or exploratory, and size each one honestly to the role it plays.
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A marketing budget is a set of bets, so treat the whole thing like a portfolio
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