The Perils of Managing a Marketing Budget
During my recent travels, I met up with a CMO of a large company. We were commiserating about how non-marketing executives immediately dive down to the tactical level when inquiring about marketing spend and effectiveness. They usually say things like “how much do we spend on events?” or “we should be spending more on whitepaper” or “Are we spending enough on advertising”. We both agreed that marketing executives need to not only be more transparent about how we’re investing