Time to Take Control
How to manage your own marketing resource allocation
When it comes to how to best spend your marketing budget, you are probably not short of advice!
Agencies, media planners, product managers, finance directors and channel managers can all try to influence your decisions, and in some cases dogmatically state what is the ‘right’ approach. The question however is whether they are giving you the best, impartial, and objective advice, and how to know whether they are right or wrong?
There is no doubt that optimising marketing resource allocation is often a minefield for most CMOs, and their planning support team.
This short paper describes the problem, and explains an approach that any company concerned about how they are spending their budget, on above and below the line marketing, can adopt.
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