Marketing Decisions: Why Companies Stall At Investing In Marketing

Ilene Rosenthal

Committing to a new marketing investment can be tough. There are two questions we are often asked:

     "What will it take to make growth happen?"

And right on the heels of that first question:

     "Will it work?"

The decision also comes with uncertainty about how much to spend. Invest too much, and it hurts the bottom line. Invest too little, and the lead pipeline shrinks. So CEOs everywhere ask these questions, and rightfully so.

It helps to have a process for making marketing investment decisions. We use a strategic perspective to set marketing budgets, and a marketing metrics framework to build confidence in the outcome.

Hopefully, this process will help you to get moving. 

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Topics: marketing metrics and ROI, marketing strategy

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