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Know how much I should spend on marketing.
Despite the ready availability of better tools and processes, marketers are still left wondering exactly how much they should be spending on marketing efforts. Here are some thoughts that will provide some fresh perspective and hopefully a few new avenues to reach your goals.
Articles and Posts
August 2, 2010
Strategic Marketing Resource Allocation: When Process Trumps Politics
While politics is still the name of the game for most businesses when it comes to where/how much to spend on marketing, you can develop more objective ways to align your team behind a productive budgeting process. Find out how.....
Read MoreJuly 12, 2010
How Do You Know to Spend LESS or MORE? – Measure Your Leverage
To make smarter budgeting decisions and build credibility with the rest of the senior management team, you need to set a strong foundation with your recommendations. In other words, you need better leverage. Find out how you can get it...
July 8, 2010
How Do You Know to Spend LESS or MORE? – Measure Your Leverage
Discussions with CMOs and CFOs seem to confirm that the most common methods of determining marketing spending levels are still based on how much was spent previously and average industry spending. CMO thoughts are once again turning to these metrics as they consider the prospect of spending increases...
Read MoreJune 8, 2010
How to Get the Budget You Need
As 2011 planning season approaches, here are a few things you can do to increase the probability that you’ll get the resources you need for marketing to help drive the business goals. Before you go in with your request, work your way down this checklist:
Read MoreMay 24, 2010
Standardized Marketing Metrics = Herding Cats
If we could rate all marketing organizations on some common set of metrics, we could compare their performance side-by-side and see which ones are doing a better job, right? Wrong...
Read MoreMarch 30, 2010
Memo from CFO: Ad Metrics Not Good Enough
A sanitized version of an actual email from a CFO to a CMO in a global 1000 company on the effectiveness of marketing...
Read MoreMarch 23, 2010
Question of the Week: How do you determine what the right metrics are to give real insight into marketing performance?
Dear Dave,
We’re having some difficulties getting our marketing measurement process nailed down. There is enthusiasm across both our marketing and finance teams for getting to the right set of metrics, but a bit of a battle forming between two camps on which metrics we should be focusing on....
March 19, 2010
Meeting of the Minds: The Pros and Cons of Customer Based Measurement
In the latest installment of our Meeting of the Minds webcast series, Professor Don Lehmann of Columbia Business School will discuss the emergence of customer lifetime value (CLV) as a key performance metric - what it is and how to measure it...
Read MoreFebruary 19, 2010
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance
Dave Reibstein, shares his thoughts on the Second Edition of Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, the book that’s largely been considered the best resource on the topic of marketing metrics.
Read MoreJanuary 13, 2010
Meeting of the Minds: 50+ Metrics Every Marketer Should Master (an Update)
In the latest installment of our Meeting of the Minds webcast series, Professor Paul Farris offered an update on the new 2nd edition of 50+ Metrics Every Marketer Should Master ...
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