How to achieve financial agility in marketing

摘要

Managing a marketing budget has never been easy. However, the current pace of marketing change, the proliferation of consumer data, and the need to adapt quickly, are making this undertaking even more complex. Many marketers commit to annual planning processes but, in reality, a yearly plan often means goals are missed, planned initiatives are dropped, objectives are revised, and new competitive offerings send marketers scrambling to respond. These changes can make it more difficult to deliver successful marketing activities, and ultimately impact financial plans. In many cases marketers can miss opportunities, simply because they aren't flexible enough.