SUMMARY: You’ve drafted your 2009 marketing budget – and you’re convinced the integrated plan you crafted will get a great ROI. Now you’ve got to defend every line item with chief executives who expect you to justify every expenditure. Are you ready?
Get started by reading our two-part Special Report on defending your budget. Part I this week outlines tactics that can help prepare you for budget scrutiny. Among those tactics:
-Take advantage of your relationship with the CEO and other decision makers
-Pre-sell new marketing initiatives for the upcoming year
-Prepare research and metrics to defend your line items