Imagine a retail promotion with $340,000 on the planning sheet. Retail media approved $230,000 for retailer placements. Paid media proposes $50,000 for additional traffic. Brand approved $60,000 for video production and awareness placements. The plan looks fully funded.

But paid media’s contribution still awaits approval, and brand’s activity falls outside the example retailer agreement. The business has $340,000 proposed, $290,000 approved, and $230,000 expected to count toward its retailer commitment.

Funding a full-funnel campaign across these three budgets requires shared goals, clear spending authority, and a plan to track eligible investments and measure results.…