Marketing spend is a big deal.
In order to win, marketers need to own the forecast and budget, and set a variety of benchmarks, continually analysing, adjusting, improving and investing.
Despite the efficiency and flexibility offered by forecasting marketing spend – and, increasingly, ‘zero-based budgeting’ – there is still a large gap between those that forecast properly and those that are just being handed budget to spend.
- Forecasting and allocation,
- Evaluation and allocation,
- Performance and ROI,
- Benchmarking and attribution
Find out if you are a legend or laggard and click the download button below.