HomeResearch Articles B-to-B Campaigns and the Budget Alignment Process

B-to-B Campaigns and the Budget Alignment Process

  • The marketing campaign and marketing budget processes are complex, interdependent activities whose alignment must be closely managed
  • After establishing an overall campaign's objectives, scope and funding, it is subdivided into campaigns that target specific market segments with specific tactics, timelines and funding
  • As campaigns are executed, establish strong budget controls, measure campaign spending and performance, and release any unspent funds
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