You need to keep changing the split
š§The 10/50/40 split isn't fixed. it should move with one number, and more!
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We break down the real strategies, decisions, and plays that actually move the needle in your marketing, and here it for today.
š§The 10/50/40 Split Isn't Fixed. It Should Move With One Number.
Big Swings, New Concepts, Iterations, roughly 10/50/40 as a production split, is a reasonable steady-state target.
Treating it as permanent regardless of where the account actually is misses the part that makes the framework useful: the right ratio shifts with account maturity, and there's a specific signal that tells you when to shift it.
The trigger: trailing 4-week CAC stability.
- CAC swinging meaningfully week to week, still searching for a reliable audience or angle, push Big Swings toward 15-20% temporarily. The account needs more ceiling-finding right now, and the extra iteration volume on an unstable base isn't compounding into anything reliable yet.
- CAC holding steady within a narrow band for 4+ consecutive weeks, the account has found its working formula. Shift toward heavier Iterations, 45-50%, to defend and extract maximum value from what's already proven, while trimming Big Swings back toward 5-8% as pure ceiling-testing insurance.
- CAC drifting up steadily despite stable spend, that's the signal iterations have saturated their audience. Push New Concepts up toward 55-60% to find fresh angles before the account plateaus further.
Most teams set a ratio once, during a planning meeting, and never revisit it against the account's actual trajectory, which means an account that's already found stability keeps burning budget on ceiling-testing it no longer needs, while an account still searching gets starved of the Big Swing volume required to find its footing in the first place.
Check trailing 4-week CAC variance this week before touching the next production calendar. The ratio should follow the account's actual stage, not a framework borrowed from an account at a different one.
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