Tips & Tricks

Top 5 Agile Tips for Marketing Planning in 2021
It’s 2021, but we’re still dealing with the effects from 2020. In-person events are a non-starter and digital is still ruling lives inside and outside of work. As marketers plan their first quarter of the new year, they’re asking themselves a familiar question: “How can I create impact and do...
Three Key Factors to Unlock Your 2021 Marketing Budget
*Hint- it involves your Finance Team In our report, “The 4 Actions of High Growth Marketing Teams,” we found alignment with finance was a key indicator of whether a marketing organization received a post-COVID budget increase. Another important finding was marketing organizations that are viewed as strategic departments by finance...
The Three Problems with Your Investment Data Strategy and How to Fix Them
How do you enable the measurement and evaluation of investment data? Go beyond the “R” in ROI. Visibility into budget data and real-time spend gives marketers the ability to see where dollars are going, and pivot quickly when needed. In our report The 4 Actions of High Growth Marketing Teams,...
Mastering Marketing Data Strategy: The Reason Behind Your Next Raise
To defend their budgets this year, marketing organizations are continuously asked to prove that they’re significant drivers of growth. When we surveyed marketing leaders for our report, The 4 Actions of High Growth Marketing Teams, we found a strong correlation between marketing organizations with a mature data strategy and those...
Bouncing Back in 2021: Increase Growth by Planning Better
Want to boost your company’s growth next year by changing only one internal process? Improve your team’s planning practices.  Marketing organizations with the best planning processes know that even great plans can be derailed unexpectedly. While some organizations were moving toward agile processes before the pandemic, everyone had to change...
Everything Marketers Need to Know About Their Budget
Planning, budgeting and marketing performance are links in a chain: when your team builds its marketing plans more strategically, it can budget with greater confidence, accuracy, and efficiency. These pieces are essential to understanding and fine-tuning your overall marketing performance. You don’t own your marketing budget. You rent it. But...
How to Make Marketing Planning More Agile
Agile is a buzzword marketers have been flirting with for years. Better quality work, bigger impact, and happier marketers? Sign me up! The problem? Implementing a completely new methodology for how work gets done is overwhelming. And time consuming. And it gets pushed further and further down the list of...
Create a Framework to Control Marketing Budget Chaos
When the markets are chaotic and constantly in flux, it’s smart to save money and not spend. Unless you’re a marketer and part of your job is to spend money. What should we do? Marketers need to create a budget framework that reins in the chaos. As our budgets shrink,...
How Agile is Your Budget? The New Trend in Marketing Spend
Every marketer is talking about agility right now – but only in regards to planning. This is a huge mistake. Agile marketing plans are half of the equation. To execute on new plans you need full visibility into your marketing budget and the flexibility to move funds around as scenarios...

To create an agile budget, you need to focus on three interdependent elements: scenario planning, reallocations and transfers, and frequent forecasting.

Planning is No Longer Planning - It’s Marketing Fitness and Agility
And 9 other tips from CMOs on how to lead in a crisis We spoke with an expert panel of marketing leaders to talk through the challenges faced by marketing organizations and how they’re leading through this crisis by adopting a ‘wartime CMO’ mentality. Our CMO Julia Stead hosted and...
Impactful Investing During a Crisis: The Six Tips You Need
This spring, every marketing organization across the globe stepped back and reevaluated their plans. After cancelling any in-person events and direct-mail programs, we all had the same thought: “where are these funds going now?”   Marketing never sleeps – even during an economic crisis, marketers are tied to the mandate of...
How to Master Financial Planning in Times of Chaos
During times of uncertainty, it can be hard to know what to do next – plans are no longer relevant, buying patterns have changed, and hard decisions must be made. In these situations, simplifying and creating clarity is imperative.  A simple, but effective, piece of advice to remember is: “control...
3 Steps to Become a More Agile Marketer Today
Becoming agile is the topic de jour for marketers, with more teams adopting the practices of their development counterparts, especially in today’s uncertain economic climate. Today’s marketers need flexibility in order to pivot programs when faced with the cancelation of all in-person events. With global economies bracing for a recession,...
How to Get Better Data to Make Better Marketing Decisions
The stats don’t lie, 89% of marketers believe data quality drives the right sales and marketing campaigns. Yet 50% are not confident in the quality of their company’s data and 48% of marketers rely heavily on intuition and experience to make marketing decisions. Why is it that marketers know data...
The Ultimate Hierarchy of Marketing Measurements
Imagine you’ve just been hired as VP of Marketing for a division of a Fortune 1000 company, and you’re in the throes of your first week on the job. You’ve met your team and even started to dig into strategy a little. One of the next things you’ll want to...
Three Guiding Factors When Changing Your Data Strategy
Change is inevitable. This undeniable truth is something a forward-thinking marketing leader needs to keep in the back of their mind always. There are going to be changes in their market, with their technology, people shifting roles and a multitude of other developments ranging from disruptive to minute. But a...
Best Practices for Building Out a Marketing Budget
Welcome! This post is part 2 of a three-part series on building and managing a marketing budget: Part 1: Best Practices for Organizing Your Marketing Budget Part 2: Best Practices for Building Out a Marketing Budget [below] Part 3: Best Practices for Managing Your Marketing Budget Note: this guide is...