Planning and budgeting

What is zero-based budgeting and how can it help you?

The ability to develop an efficient and effective budgeting and forecasting process requires extensive experience and on-the-job training that can take years before your boss finally – if ever – says, “You don’t need me anymore.” Accurate forecasting (even close to being in the ballpark) is the hallmark of the great marketers I have worked …

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How effective marketing planning can boost productivity

A five-step plan to marketing productivity One of the recurring observations I’ve found in all the different roles and organizations in which I’ve worked is the inconsistency of marketing planning. In some companies, planning was conducted on an ad hoc basis, whilst in others, there was no discernable plan at all! As an idealistic marketing …

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8 easy to use annual marketing plan and budgeting templates

How to strategically manage your marketing budget with 8 integrated marketing budget templates Setting strategic and channel direction, working toward commercial objectives and KPIs and monitoring success is great, but if you’re not tracking budget or ROI per channel it’s hard to understand how much money you’ve had to spend to see a return. This is …

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What’s Between Your Two Bookends? A Marketer’s Guide to Working With Science

If art is beauty, is science the beast?   Many corporations think so, judging from the way they silo their marketing and technology teams. Rarely do CMOs and CDOs bring the brains of both teams to bear on the company’s marketing.   In an era when 38% of marketing professionals admit to underutilizing data for content strategy, …

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Key components of an effective paid media marketing playbook

How to optimize your marketing and media priorities for the year ahead Smart Insights have launched their first ‘playbook’ in response to our members’ feedback. Download Premium Resource – Paid Media and Digital Advertising Playbook A playbook to help you identify the steps you can take to ensure your integrated paid media investments are successful. …

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Marketing communications planning using the PASTA model

A review of different methods and models for developing a marketing communications plan Commercial as well as non-profit organizations, routinely confront these typical questions: Do we need social media? How do we introduce our new website? What can we do to publicize our eCommerce Store? How do we introduce our new product? How will our …

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Can you prove the ROI of your marketing? Here are the top challenges we’re all facing.

Chart of the day: Reporting the ROI of Social and Content Marketing proving difficult for marketers As marketers we are constantly juggling more projects than seems possible at times –  planning the next campaign, delivering the current one as well as all the BAU activity of Email, Automation, Social, linking with the sales team and meeting…oh …

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