Each year, managing marketing investments becomes more difficult while simultaneously becoming more vital. Whether it is formulating strategy, budgeting, procuring, managing or measuring spend, each has a significant impact on a company’s top and bottom-line performance.
We believe the future belongs to those firms which can effectively manage and measure marketing spend for greatest impact. Marketing spend management is now a strategic capability which will differentiate marketing winners from losers. Those that fail to build a strong plan and spend competency, unfortunately see negative impacts on marketing as well as enterprise performance.