A results-based approach to lead-gen budgeting

摘要

It's budgeting time. Sharp-penciled b-to-b marketers are sitting down to determine where their organizations will invest. Some are weighting their budgets back toward growth, but across the board CFOs are dictating that the money be smarter than ever. Marketers are being held accountable to results, and their budgets depend on that.Organizations that have added online lead generation to their marketing mix now have the tools to manage this level of accountability, but the tools are not enough. A results-based approach to budgeting takes measurability to the next phase: intent and predictability.