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Allocate spending to achieve the best results by product, channel, segment, etc.
Got a feeling that your budget dollars may not be flowing to the right places? Is there more politics than insight driving resource allocation? Here are some articles and resources to help you think about allocating smarter by product, channel, geography, and/or customer segment.
Articles and Posts
August 10, 2010
Dashboards - Huge Value or Big Expense?
Exploring the reasons why there are far fewer comprehensive dashboards in use by Global 1000 companies than thought. Is the view worth the climb?
Read MoreAugust 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 22, 2010
Twitter Metrics? Why Bother?
There's plenty of buzz about how to measure Twitter, but the right question is "SHOULD we measure the value of the tweets we're producing every day?" For the majority of companies out there, probably not...
Read MoreJune 16, 2010
Meeting of the Minds: What is the Bang for your Offline and Online Buck? (archived webcast)
Koen Pauwels from Ozyegin University demonstrates how managers can use buying process data to quantify cross-channel and long-term effects of marketing actions on profits, offline and online...
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 MoreJune 4, 2010
How to Make a Strong Business Case for Marketing
More than ever before, the approval of any significant marketing iniative is dependent upon a compelling business case. While the recipe to create the best business case isn't simple, it is straight forward and easy to follow. We'll walk you through the steps you need to build one for your marketing efforts...
Read MoreMay 25, 2010
Strategic Marketing Resource Allocation: When Process Trumps Politics
Resource allocation processes are often very complex. This case study provides an overview of an effective solution that helped one global marketing organization align behind a SMRA framework across its entire business portfolio, working with limited data at hand...
Read MoreFebruary 20, 2010
The Cost of NOT Branding
When saving money becomes the goal instead of a guideline, something big always suffers... usually the brand...
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