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I Need To...
Build a better business case for my current budget or budget recommendations.
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
February 1, 2010
How to Avoid a "Holey War" of Spending
January 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 ...
Read MoreJanuary 11, 2010
How Do You Know if it's Time to Spend MORE?
December 17, 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 MoreDecember 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 MoreI Need To...
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