Get Out the Green Eyeshades: Budget Season Looms
Every year we go through the process of setting the next year’s marketing budget.
Even though we know it’s coming, we are seldom prepared. As a result, the budgeting process becomes a defensive scramble to justify spend, and often the way it’s approached is to open this year’s budget spreadsheet and click on “File/Save As” to create next year’s template.
Besides the fact that the document you just copied is probably not an accurate reflection of spend to date, just re-spinning last year’s model isn’t going to help drive your marketing organization to greater levels of efficiency and effectiveness.
Here are a few suggestions for getting the budgeting process off to a better start
