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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
May 6, 2009
How do you Know if it's Time to Spend More (8 min. video blog)
Thinking of spending more deep into the recession to gain competitive advantage?
Read MoreMay 1, 2009
10 Things Your CFO Should Know About Measuring Marketing Effectiveness
Topics to make CFO/CMO interactions more productive
Read MoreMarch 23, 2009
What to Cut: Four Strategic Frameworks for Budget Cutting
New thinking on how to cut smarter when you're forced to cut.
Read MoreMarch 23, 2009
What NOT to Cut: Use a Scalpel not a Chain Saw
Be sure you don't cut any of these marketing lifelines for competing effectively.
Read MoreFebruary 25, 2009
Thinking of Spending More on Marketing? Consider the Following...
Are you currently thinking about spending MORE on marketing? STOP. Consider the following
Read MoreJanuary 18, 2009
Thinking of Spending More to Grow Market Share During Hard Times? Consider These Key Risks First
If you’re thinking about recommending that your firm should be spending MORE on marketing during a down market, stop and consider the following.
Read MoreNovember 23, 2008
Recipe For Survival In A Down Market: Customer Franchise Value Bridges Short- and Long-Term Investments
How to bridge short- and long-term payback more effectively.
Read MoreNovember 15, 2008
Budgeting Allocation Revisited
Numerous articles have been written about new methods and techniques for budget allocation. Here we take a closer look at the response-curve approach and the specific and valuable guidance it can offer for the budget allocation process.
Read MoreNovember 15, 2008
Taking Guesswork out of Budgeting
Marketers want an understanding of the potential range of financial risk when making decisions about how to spend the marketing budget. Find out how risk assessment is now being applied to the budgeting process.
Read MoreJune 3, 2008
Finding a Cure
Is your marketing measurement effort stalled? We offer some common symptoms and cures....
Read More
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