How to ask for more money when your marketing budget gets cut

This week at TFM&A in London, we launched the findings of a piece of research conducted by the CMO Council (and sponsored by us) entitled Calibrate How You Operate. The headline was that ‘Marketing is the most challenged and most complex business unit’ – it’s already being picked up– Customer Strategy and Adweek and it highlights the battle marketers need to be ready for this year. “Demonstrating to the board that if marketing doesn’t get investment it needs to sort out the complexity, put more robust integration in place, and be able to analyse customers more effectively, competiveness, … [Read more...]