As VP of Customer Success at Allocadia, I’m lucky to work hand in hand with many of our customers as they work to achieve the highest levels of success of Marketing Performance Management. I’ve learned a few things about how our best in class customers approach planning. Some of these lessons appeared today in Chief Marketer Magazine. Read an excerpt below:
Right now, around the globe, marketing budgets are being planned, and marketers are making the case for what they want to spend in 2017. This might be keeping a few of you up at night—after all, budget dollars are like fuel to marketers; the more we have, the farther we can go. But the task of planning and understanding investments is often ambiguous and increasingly competitive as marketers contend with other functions for limited resources, all while fighting the perception of marketing as an internal cost-center.
In a perfect world, you could simply consider the results you’re aiming for (revenue) and build a plan that supports it. The real budget constraints of every company, however, make this a fantasy.
The best CMOs present plans that show a clear path to revenue, but many organizations struggle to reach this level of clarity and transparency.
To read what leading CMOs are doing differently, read our byline at Chief Marketer Magazine.