Effective budget planning is critical for B2B marketing leaders, particularly in a highly competitive and ever-changing market. Balancing between driving growth, aligning with corporate strategy, and managing operational constraints requires a thoughtful approach to budget allocation and management. To that end, let’s break down five fundamental principles that must guide B2B marketing leaders, including benchmarking, allocation, ROI, and the flexibility needed to respond to market shifts.
Category: Street Knowledge
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Five Steps for CMOs to Get Aligned on Metrics
Inspired by a recent conversation on the podcast with six-time CMO and former boss Grant Johnson about his Marketing Performance Index (MPI) framework, in this article Jeff Clark asks if we now have a framework for what CMOs should report, how do you get to the point where this reporting strategy is accepted?
The Hard Knocks: Martech Lessons Learned
We’ve covered the best practices for marketing tech, which have come from our experience and lessons learned. These are often hard knocks that we can’t forget. Jeff Clark shares some of his experiences.
Marketing Ops: Is Your Machine in Tune?
Jeff Clark asks whether you know if your machine needs lubrication, more oxygen or an overhaul, rather than the duct tape you’ve been using, to put your marketing team on the track.
Time to Start Your School of Rock?
In this article, Ian Truscott takes a look at educational content marketing as a strategy and goal, what you can do to engage the big bucket of future buyers and how we measure success.
Stop Me if You’ve Heard This One Before
As content marketers, we want to be useful, and educational content can be useful. But how do you get the balance right with a knowledgeable buyer between helping them or treating them like bloody idiots?
Beware of the ROI Rabbit Hole
Jeff Clark shares 5 ROI fundamentals, hard-earned from decades of exec team meetings and a few conversations that went down a rabbit hole.
Five F’in’ Fundamentals of Budget Planning
An F’in’ practical set of Fundamentals to prepare for a new budget year from Jeff Clark.
5 F’in’ Steps to Build Your Personas
A simple model for creating personas, the essential insight you need to differentiate and help your audience buy your products and services.
5 F’in’ Fundamentals: Marketing Operations
Next up in our series of 5 F’in’ Fundamentals Jeff Clark has some advice for tuning up your marketing machine.
Building Trust with Brand Values
Here on Rockstar CMO, we love to talk about the mission of marketing to create ART – Awareness, Revenue and Trust. In this guest article, Megan Isola shares how brand values build customer trust.
5 Principles for Setting Marketing Goals
Created your OKRs? Jeff Clark takes us through the next step to get us started on creating a marketing metrics dashboard…