Sachet Bhatia
CEO and Founder
How to Decide Where to Spend Your Next Marketing Rupee (or Dollar)
A practical framework for making smarter marketing spend decisions by identifying real business constraints instead of chasing channels or trends.
Most marketing spend decisions are reactive.
A platform underperforms, so spend is shifted.
A new trend emerges, so budgets follow.
A competitor tries something, so it’s copied.
This is how money leaks quietly over time.
A better way to decide where to spend is to stop thinking in platforms and start thinking in constraints.
Every business has one or two real growth constraints at any given time:
Awareness
Trust
Conversion
Capacity
Retention
If you don’t identify the constraint, you’ll spend money fixing the wrong problem.
For example:
Spending more on ads when trust is low won’t improve conversion
Investing in branding when awareness is already strong won’t unlock revenue
Scaling traffic when operations are stretched will hurt experience
The right question isn’t:
“Which channel should we invest in next?”
It’s:
“What is currently limiting growth the most?”
Once you identify that, channel decisions become obvious.
Good marketing spend follows three principles:
It removes the biggest bottleneck
It improves learning, not just output
It compounds over time
This is why disciplined businesses often spend less but get more.
They don’t chase ROAS screenshots.
They invest where clarity is lowest and leverage is highest.
Marketing budgets shouldn’t be emotional or trend-driven.
They should be diagnostic tools.
Spend where insight is missing.
Double down where alignment exists.
