Tips & Tricks

3 Hot Tips from Marketing Leaders on the ROI Journey
If only there was just one ROI metric that mattered.  Unfortunately, there’s no one right number or even one strategy to measure ROI. Each marketing organization’s journey to measuring, understanding, and ultimately acting on ROI data is unique. We spoke with marketing leaders at Genpact and Visier to get their...
How to Prove Marketing ROI
“What’s the ROI on that?” If that question makes you panic, you’re not the only one. In our new data report, How Today’s CMO Can Leverage ROI to Prove Growth, 84% of marketing leaders say they’re under pressure to prove marketing ROI to justify their investments and any requests for...
5 Ways to Optimize Your Marketing Budget
It seems as though the days of COVID-induced turbulence are numbered. And yet, marketers are still dealing with decreased budgets and how to make the most of their marketing spend. The right tools can drive impact despite budget cuts.  Now is the time for precision and focused initiatives. A smaller...
Three Best Practices of Marketing Budget Allocation
How many times in the last year did your marketing budget either delay or completely halt your plans? Instead of bringing your strategy to life, it was an anchor weighing everyone down.  Your marketing plans are only as agile as your budget. Realigning investments to meet evolving strategic goals is...
Three Tips to Master Performance-Based Marketing Planning
“What’s the ROI on that?” If that question makes you panic, you’re not the only one. A startling 65% of marketers don’t have confidence in their ability to measure the impact of their marketing investments.  This is because marketers get distracted in the hunt for that elusive “right” ROI number...
4 Ways to Leverage Zero-Based Budgeting Tactics to Improve Productivity
Zero-Based Budgeting (ZBB) isn’t new, but its popularity continues to increase as companies aim to efficiently manage their budgets. What exactly is ZBB? Despite the name, it’s more than a spend management practice where budgets always start from zero.  ZBB is a process that rigorously reviews every dollar in the...
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 are left asking themselves a familiar question: “How can I create impact and do more with limited resources?” To drive revenue...
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. But it really took off after spring 2020 when all non-agile marketers came face-to-face with the glaring flaws of the traditional planning processes. Better quality work, bigger impact, and happier marketers? Sign me up! In our newly released data...
Create a Framework to Control Marketing Budget Chaos
When the markets are chaotic, it’s smart to save money and not spend. Unless you’re a marketer and part of your job is to make smart investments that deliver results. 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...