Trends Report

Bigger B2B Marketing Budgets Come With Great Expectations

Use The Forrester Marketing Flywheel To Assess Budget Allocation

March 22nd, 2011
Jeff Ernst, null
Jeff Ernst
With contributors:
Matthew Dernoga , David Cooperstein

Summary

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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