Planning Guide Report

Planning Guide 2023: B2B Marketing Executives

Certainty Will Be Found In The Spend-Money-To-Make-Money Paradox

August 23rd, 2022
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
Ian Bruce, VP, Principal Analyst
Ian Bruce VP, Principal Analyst
Amy Bills, VP, Principal Analyst
Amy Bills VP, Principal Analyst
Barbie Mattie, null
Barbie Mattie
Susan Macke, null
Susan Macke
Lori Wizdo, null
Lori Wizdo
Jennifer Ross, null
Jennifer Ross
With contributors:
Srividya Sridharan , Christina Schmitt , Mavis Liew , Meta Karagianni , David Parry , Ben Salamin , Shannon Colford , Kate Pierpont

Summary

Budget decisions made in reaction to an unpredictable economy make marketing organizations beholden to achieving short-term goals without consideration of the long-term strategic impact. Offsetting short-term gains can take years and has incalculable ramifications on customers, employees, partners, and the brand. In this report, we guide B2B CMOs on how to reach certainty in the spend- money-to-make-money paradox by using data-driven insights to allocate budget toward customers, employees, and engagement to drive long-term strategic growth.

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