Tag Archives: Budget
CMO: If You Had 10 Percent More Budget, Where Would You Spend It?
- 17th August 2012
In a recent study, SiriusDecisions asked b-to-b CMOs and senior marketing leaders the following question: “If you were given 10 percent more budget, where would you spend it?” In some ways the responses simply raised more questions.
Continue Reading....Is Your PO Process Costing You Precious Marketing Dollars?
- 8th August 2012
Marketing regularly loses a portion of its budget to an insidious financial management process known as “Open PO Reconciliation.” It’s not unusual to see b-to-b organizations lose 5 percent or more of their budgets to the reconciliation monster. However, with just a bit more attention to detail and building a good relationship with the finance team, this money can be recovered and utilized.
Continue Reading....Get Out the Green Eyeshades: Budget Season Looms
- 11th July 2012
Every year we go through the process of setting the next year’s marketing budget. Even though we know it’s coming, we are seldom prepared. As a result, the budgeting process becomes a defensive scramble to justify spend, and often the way it’s approached is to open this year’s budget spreadsheet and click on “File/Save As” to create next year’s template. Besides the fact that the document you just copied is probably not an accurate reflection of spend to date, just re-spinning last year’s model isn’t going to help drive your marketing organization to greater levels of efficiency and effectiveness. Here are a few suggestions for getting the budgeting process off to a better start.
Continue Reading....A Tale of Two Benchmarks
- 27th March 2012
Here’s a tale of two benchmarks, both SiriusDecisions customers. We recently benchmarked their marketing and sales budgets; both have annual revenue of less than $50 million, are primarily software vendors, ...
Continue Reading....Taking Calculated Risk With Marketing Investments
- 22nd December 2011
Just as with purchasing a stock or mutual fund, investments in marketing have an expected return and associated risk. These investments can range from launching a new product to acquiring ...
Continue Reading....Learning From Outliers
- 19th September 2011
While we’ve all become accustomed to seeing footage of coastal areas being battered by hurricanes, Irene had a surprising impact recently on the northeastern United States. Some places got hit ...
Continue Reading....Private Equity’s Impact on B2B Marketing
- 12th April 2011
B2B firms are no strangers to private equity and the immense financing opportunities it provides. Many start-ups and small companies — especially those in the high-tech space with high growth ...
Continue Reading....Salesforce Intends to Acquire Radian6
- 30th March 2011
This post was written by Jonathan Block and Joe Galvin. Salesforce intends to acquire social media monitoring vendor Radian6 for $326 million. Given the pace of acquisitions of social monitoring ...
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