For CMO Professionals

Bigger B2B Marketing Budgets Come With Great Expectations

Use The Forrester Marketing Flywheel To Assess Budget Allocation

    Why Read This Report

    After several years of making cuts, B2B marketing leaders have larger budgets in 2011, but they come with a catch: more scrutiny and greater expectations for results. Budgeting is no longer an annual event; it is an ongoing opportunity for marketing leaders to shift investment to the highest-performing activities. Marketing leaders should look at their budget allocation as a flywheel that when properly balanced can energize and smooth the execution of the sales and product/service portfolio teams.

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    TABLE OF CONTENTS

    • B2B Marketers Are In Growth Mode
    • Use The Marketing Flywheel To Assess Budget Allocation
    • WHAT IT MEANS

      Budget Shifts Will Drive A B2B Marketing Makeover
    • HOW FORRESTER CAN HELP

      Use The Marketing Flywheel For Budget Planning And Tuning
    • Supplemental Material
    • Related Research Documents

    TOOLS & TEMPLATES

    • Best Practice Assessments:

      Pharma And Services Firms Spend More On Technology For Community Marketing