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In many companies, the monthly budget allocation is determined by simply dividing the annual budget by twelve. For example, if the annual advertising budget is $60,000, the monthly budget will be $5,000. If your company uses this approach, be aware it has some serious disadvantages if the business somehow depends on seasonality—if you experience alternating periods of falling demand and increasing demand. First, in the “dead” months there may be a budget underspend. Secondly, during hot months, the budget may run out too quickly.This means you’ll miss a lot of leads at the best time of the year for sales. In this article, we’ll explain why it’s important to make sure your monthly budget reflects the seasonality of your business. We’ll also show you, step by step, how to do accurate calculations that will help you boost leads without any additional spending.

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