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For B2B Marketing Professionals

Bigger B2B Marketing Budgets Come With Great Expectations

Use The Forrester Marketing Flywheel To Assess Budget Allocation

March 22, 2011

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  • By Jeff Ernst
  • with David M. Cooperstein,
  • Matthew Dernoga

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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Tools And Templates

Best Practice Assessments

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  • Pharma And Services Firms Spend More On Technology For Community Marketing

Table of Contents

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

  • Budget Shifts Will Drive A B2B Marketing Makeover

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