The Marketing Budget:
Planning for Healthy Growth Amid a Shifting Economy
With annual planning cycles underway, business leaders often want to know how much to allocate to their marketing budget. But there’s no easy answer and no universal formula that works for all companies due to varying factors, such as industry, business model, market conditions, appetite for investment, and the maturity of the existing marketing programs.
Another common scenario occurs when leaders say their marketing budget is unlimited as long as the marketer can guarantee ROI for each dollar spent. But this sentiment often comes with unrealistic expectations about the effort, time, and expenditure needed to develop a consistent, ROI-yielding marketing engine.
Both scenarios result in a recurring cycle of trial and error: invest → get frustrated by the unclear ROI → pull the plug (and abandon any progress) → pick a new tactic → start again.
To help businesses overcome this pattern of random acts of marketing, they must set realistic goals within a plan that aligns with their business and stays within a reasonable budget. But how do you know where to start?
Join us for a live webinar conversation, featuring a panel of experienced sales and marketing leaders, as we share insights to help growing companies set a plan and budget that shifts from short-term activities and costly cycles of experimentation to long-term value creation.
Now available on-demand!
Attendees to the webinar will learn:
- The basic formulas for determining a marketing budget aligned with business goals;
- What metrics and data points are needed to inform a reasonable marketing budget;
- How to build a strong case for marketing investments;
- How to create a flexible budget that can respond to market shifts;
- Why you should engage your agency / freelance partners in your planning process.