Here is an alternative, work out what is really important to the business like say the website or customer experience (or ideally which customers), invest in the resource to optimise the hell out of all the customer initiated touch-points. Organic search, call centre, collateral, CRM, loyalty then think how you can waste the rest of your budget. Interestingly b2b organisations tend to get this more right than consumer facing brands. Main reason is they have less money, so they don't have the get out of jail free big budget card. But also they don't have as hungry a call centre to feed.
PS don't forget to measure it.