Why Read This
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, Digital Marketing, Direct Marketing, Lead Management, Marketing Measurement, Marketing Organization & Culture, Marketing ROI, Marketing Talent Management, Media Buying, Sales Effectiveness, Social Marketing, Social Media, Technology Product Strategies