It’s budget season, and whether your financial year kicks off in January or April, we need to think about what we are doing next year, especially as various surveys from Forrester, Gartner, and Marketing Profs indicate that B2B marketing teams will need to do more with less, a hackneyed expression that makes it no less true.
So, our host Ian Truscott joins Jeff Clark in the studio to explore 5 ideas for making the most of your marketing budget and the value of investing some time in the deep work of planning.
BTW – Just to be correct on the quote Ian used, it should have been: “Those are my principles, and if you don’t like them… well, I have others” by Groucho Marx. We have no idea how Karl Marx felt on this topic.
Ian then joins Robert in the virtual bar for a post-Thanksgiving holiday cocktail and dives into asking why and how it’s more than that book by Simon Sinek.
Enjoy!
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The Links
The people on LinkedIn:
Mentioned in this week’s episode:
- B2B Go-To-Market Budgets Will Continue To Be Tight In 2025: Here’s What Marketing And Sales Operations Leaders Need To Do About It – Ross Graber, VP, Principal Analyst
- Gartner CMO Survey Reveals Marketing Budgets Have Dropped to 7.7% of Overall Company Revenue in 2024
- B2B Marketing Budget and Spend Trends: 2024 | Survey – Marketing Profs
- Using YAGNI to Drive Marketing Efficiency – Ian’s article on CMSWire
- Tuesday 2¢ – Marketing YAGNI – Ian’s original post on his Tuesday 2¢ blog
- 5 F’in’ Steps to Build Your Personas – Rockstar CMO
- Why ‘Know Your Why’ Is Wrong for Content — and How To Fix It – Robert Rose
- Robert’s new website, Seventh Bear
- Robert firm: The Content Advisory
- Robert’s podcast: This Old Marketing
Rockstar CMO:
- The Beat Newsletter that we send every Monday
- Rockstar CMO on the web, Twitter, and LinkedIn
- Previous episodes and all the show notes: Rockstar CMO FM.
Track List:
- Piano Music is by Johnny Easton, shared under a Creative Commons license
- We’ll be right back by Stienski & Mass Media on YouTube
- Hard Knock Life (Ghetto Anthem) – Jay Z – on YouTube
You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify.
Learn more about your ad choices. Visit megaphone.fm/adchoices
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