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: B2B, Brand Tactics, Branding, Financial Services, Healthcare, Insurance, Manufacturing, Marketing Measurement, Marketing Mix Modeling, Marketing Organization & Culture, Marketing ROI, Media Buying, Medical Devices, Pharmaceuticals & Biotechnology