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For CMO Professionals

Bigger B2B Marketing Budgets Come With Great Expectations

Use The Forrester Marketing Flywheel To Assess Budget Allocation

March 22, 2011

By Jeff Ernst with David M. Cooperstein, Matthew Dernoga

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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.

Tags: Acquisition Marketing, B2B Marketing, Brand Tactics, Direct Marketing, Interactive Marketing Strategy and Process, Lead Management, Marketing Measurement, Marketing Organization & Culture, Marketing ROI, Marketing Talent Management, Media Buying, Sales Enablement, Social Marketing, Social Media, Technology Product Strategies
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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

 
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