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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
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 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 4, 2010
Accelerate Your Marketing Impact with Longer Term Thinking
Many marketing efforts are designed for long-term impact; advertisements build brand as well as a customer base and, in turn, market share...
Read MoreFebruary 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...
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