Many B2B marketing managers believe that their primary customer is the Sales VP, or perhaps the end-customer, or even the CEO. While these are very important constituencies, you shouldn’t forget the person who may have the most influence over your career – the CFO. My last blog post talked about how to get your share […]
The press release announcing Gartner’s 2016-2017 Chief Marketing Officer (CMO) Spend Survey showed that marketing budgets rose for the third straight year. Marketing budgets increased to 12 percent of company revenue in 2016, up from 11 percent in 2015. Fifty-seven percent of marketing leaders surveyed expect their budgets will increase further in 2017. Only 14 […]
The transition to a new year can be a perilous time for B2B marketing organizations. Sales managers, finance people and CEOs are gathered in rooms or on conference calls having tough conversations about priorities and funding for the new year. The output of these meetings can wreak havoc on the unsuspecting marketing department, especially when […]
In a recent discussion on the Chief Marketing Officer (CMO) LinkedIn network, Art Hyde asked this question: How do you keep your marketing budget from being cut by the CFO while every other line-item is untouched? There is a lot of interest about this issue in the B2B marketing community, for good reason. No one […]