Let’s say you want to introduce a new product – online commercial account opening for example. Being the savvy bank marketer that you are, you already advised your team that you will need a $30,000 budget to hit the required reach and penetration that your product team desires. Now, as the product is getting ready for testing, you have to decide how best to spend the budget. Do you send it all at once, spend it over a quarter or spend it over a longer period? The answer lies in understanding your marketing cadence.