Our digital marketing agency, TopRank Marketing, works with some very smart client marketers who have invaluable insights and perspectives. I’m happy to share the following sage advice from Jon Miller, VP Marketing and co-founder of Marketo, and author of Modern B2B Marketing blog on something important to all marketers: keeping the CEO on track with your marketing budget for next year.
Now is the time when marketing executives everywhere are going through the annual dance of building and then cutting their marketing budgets for the year. The process typically looks like this:
- The CEO asks each department to come up with a proposed budget for the next year
- The CMO pulls together a budget based on his or her best calculation of what is actually needed to achieve next year’s goals