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Build better business cases for my current or proposed investments.
Credibility is at the heart of every business case. That’s because every business case is based on assumptions. Here are a few articles and resources to help you construct a more comprehensive, thoughtful, and credible business case that will reflect as well on you as it does the program you’re analyzing.
Articles and Posts
December 14, 2009
Meeting of the Minds: Effective Marketing for the Economic Recovery
In the latest installment of our Meeting of the Minds webcast series, Professor Dave Reibstein shared his learnings on effective marketing during an economic recovery...
Read MoreOctober 30, 2009
The 5 Questions That Kill Marketing Careers
How will you answer these five questions as we approach the 2010 (and even 2011) planning cycle?
Read MoreOctober 16, 2009
Is your Mix Model Leading you Astray?
While mix models are well established, there are limitations to these tools that tend to be ignored. Now is the time for a closer look...
Read MoreOctober 15, 2009
How the Best Marketers Do More with Less
Why is it that "do more with less" seems to bring out the very best in some companies, while others find it a struggle against a downward spiral?
Read MoreJuly 17, 2009
How to Mess Up your 2010 Plan in One Simple Step
Think the same process used in times of great continuity will still work now? Better take a closer look...
Read MoreJuly 14, 2009
Walking Naked Through Times Square
I’m not sure if you'd get a high ROI on walking naked through Times Square, but imagining that option helps fuel creativity and underscores the importance of measuring strategic relevance, not just tactical performance.
Read MoreJune 16, 2009
10 New Resolutions for the 2010 Planning Process
Reflections on last year's planning cycle and thoughts on how to do better this year
Read MoreMay 27, 2009
Building the Best Business Case for Marketing (video webcast)
If you're looking to build a credible, financially sound business case for your marketing investments, this webcast offers step by step instruction that will not only impress both the CFO and CEO, but will build credibility for you and the overall role of marketing.
Read MoreMay 20, 2009
10 New Resolutions for the 2010 Planning Process
As we approach the 2010 planning season, it's time to take a few moments and reflect on the horrors of last year's planning cycle, making some commitments on how I can do it better this year...
Read MoreMay 11, 2009
Making the “Best” Business Case for Your Marketing Investments
More than ever before, the approval of any significant marketing initiative is dependent upon a compelling business case. A good one is meant to function as a logical framework for the organization of all of the benefit and cost information about a given project or investment. Here's how to build a credible, financially sound business case for your marketing investments...
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