The attacks on marketing accountability are gaining momentum. B2B magazine continues to do a good job of presenting both sides of this issue. In their latest edition they have a front page article titled Getting Reorganized in response to these increased pressures. One of the outcomes of this increased scrutiny has been CEO's unwilling to continue to fund the soft, squishy marketing initiatives that do not clearly generate a measurable ROI.
If you find yourself in this situation, and you're running marketing for a mid-size enterprise or business unit, here is a different approach to gain the support of your CEO. Frame your budget around a tactical campaign defined by market share, profit, budget and a time frame. Most CEO's will react positively if you frame the budget this way:
We're developing and will execute an attack campaign, designed to win 7% share (42% direct margins) from competitors X, Y and Z, over the next 6 months, with a hard-dollar budget of $1.2 million.
What's really interesting about this kind of approach is that it requires the marketer to strictly examine and justify everything in the budget. If it doesn't contribute to share gain and profit margin within the campaign time period, it gets tossed. To learn how to do this visit the Armory. Oh, and it's critical you use the words attack, execute, campaign, profit, share, etc. CEO's are tuning out the soft fuzzy stuff.