It is budgeting time for many companies. Marketing typically has one of the more complex budgets in the organization with lots of different technology systems, vendors, and programs whose costs need to be forecasted. Using the past year’s actual expenses often is a good starting point. However, if your organization is growing quickly and your needs are changing then historical…
For decades, Chief Marketing Officers have measured their self-worth and stature by the size of their budgets and the number of people who work for them. In 20th century marketing, a bigger budget meant you could buy more advertising; you could buy a bigger trade show booth; and you could buy more leads. But times are changing. In the 21st…
There is an old adage that is often repeated by business owners – “I know half of my advertising is working. I just don’t know which half.” CEOs have been repeating this expression for over 100 years without much disagreement. But I would disagree with one aspect of the statement – that the percentage that of most company’s marketing investments…
