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Kara Wallace Kara Wallace, director of marketing for Mortenson Construction, treats the budgeting process like a marketing campaign. She builds an evidence-based business case that helps decision makers connect marketing tactics to goals and to projected outcomes. Wallace spoke with BMA Buzz about her strategy, which will be the focus of her July 17 BMA Minneapolis presentation, “Rock your budget: Getting what you need (and even what you want).

Results Of The Q3 2013 Forrester/Business Marketing Association Joint Budget Study Business-to-business (B2B) firms expect marketing budgets to rise on average in 2014, with the majority of B2B firms entering the new year with a positive outlook after meeting or exceeding revenue goals last year. According to the Forrester Research/Business Marketing Association study “Focus B2B Marketing Budget Gains On Business Outcomes To Succeed In 2014,” marketing executives expect budgets to increase by 6% on average, with a total of 32% of surveyed marketers expecting some budget increase this year. But despite this cautious optimism, many marketers still face ongoing pressure to justify their budgets: More than half of those surveyed said they feel challenged to connect marketing goals to business objectives in ways that defend budget requests, or find it difficult to attribute marketing activity directly to revenue results as another means to justify budgets.



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