Why Two Budgets Are Better Than One

Posted by Betsy Lillian on 1/15/20 2:45 PM

C.S. Lewis authored the often quoted saying that “two heads are better than one.” Why? “[N]ot because either is infallible,” the British writer said, “but because they are unlikely to go wrong in the same direction.” Of course, Lewis wasn’t referring to marketing strategy, but the quotation proves an apt concept in this space, particularly when it comes to effective budgeting.

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Topics: Marketing Planning, Marketing Analytics, Budgeting, Revenue Attribution, Marketing Budgeting, marketing data, agile marketing

The Foundation of a Successful Agile Marketing Team: Centralization

Posted by Betsy Lillian on 1/6/20 11:13 AM

In the fourth season of The Office, Michael Scott, laden with financial troubles, decided he needed to declare bankruptcy, leading him to announce to his colleagues, “I declare bankruptcy!”

Spoiler: His verbally declaring bankruptcy didn’t automatically launch the legal process. In the marketing world, the same can be said for deciding to adopt an entirely new approach for your team. For instance, agile marketing - becoming more popular in the B2B community in particular - can’t be implemented by waving a magic wand and assuming everyone is on board with the concept. Instead, it takes proper planning, training, and, importantly, a collaborative and centralized platform.

To begin with, agile marketing is generally defined as “a project management approach originating in product development that has been applied to marketing,” as explained by Bruce Brien, Hive9’s chief strategy officer, during a recent webinar conducted in partnership with NewsCred and hosted by Demand Gen Report.


In theory, Brien continued, agile marketing deploys small teams - i.e., scrum teams - who are freed from the “traditional structures that stifle innovation and hamper adaptability.” Through agile marketing, these scrum teams have regularly scheduled planning sessions on sprints – i.e., objectives to be met over a specific period of time.

Although the idea dates back to World War II, agile is “typically a new concept” for most marketers on a team, Brien said. In turn, it has to be enabled with “the right training, the right insights and the right systems to keep the small teams from crashing.”

“Agile marketing won’t happen on its own by declaring, ‘We are now an agile marketing organization!’” Brien said, adding that this approach would be a “recipe for disaster.” (It didn’t work out for Michael Scott either.) Instead, to bring everyone on board, “you have to enable your teams” and “train people on an agile mindset.”

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Topics: Marketing Planning, Marketing Analytics, Marketing Insights, Marketing performance management, Marketing Performance, marketing strategy, agile marketing

Three Key Components of an Effective Marketing Calendar

Posted by Betsy Lillian on 12/4/19 11:11 AM

When it comes to choosing a new wall calendar for the new year, you’ve got some tough choices in front of you. Lighthouses of New England? Best The Office quotations? Rescued kittens in baskets, perhaps? Aesthetics or entertainment might be the only thing determining your yearly wall calendar choice, but when it comes to selecting an appropriate calendar for your marketing planning, you should keep a few vital functions in mind.

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Topics: Marketing Planning, Financial Planning, Marketing performance management, Marketing Performance, marketing strategy

Finance Needs Accountability: Get Everyone on the Same Page

Posted by Bruce Brien on 11/20/19 1:21 PM

What’s your relationship with finance like? If the answer is that there’s room for improvement, then it’s time to start giving finance the accountability it needs - and here’s why.

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Topics: financial integration, marketing data, B2B, Marketing Performance, marketing strategy

What to look for in your marketing planning solution.

Posted by Scott Miraglia on 9/4/19 3:42 PM

One of the best quotes about planning ahead comes from that iconic Founding Father, Benjamin Franklin: “By failing to prepare, you are preparing to fail.” This is particularly apt in the world digital marketing, where a lack of specific strategies to achieving clear goals will sink any business, big or small. For that reason, we’ve listed five features every marketer needs to look for when selecting an effective marketing-planning software solution.

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Topics: Marketing Planning, Marketing Analytics, Financial Planning, Revenue Attribution, Marketing Budgeting, Marketing Insights, marketing measurement, alignment

5 Steps to Allocating a Winning Marketing Budget

Posted by Bruce Brien on 8/9/19 12:27 PM

Your marketing budget is the biggest indicator of where your strategy is going. Whatever you spend your budget on is ultimately where marketing will be heading. This is why effectively allocating your budget is vital for seeing growth within your department, and your organization that is aligned to your strategy. Now, the big question is, how do you go about doing this?

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Topics: Budgeting, Marketing Budgeting, marketing strategy, alignment, visibility

Successful Marketing Plans Depend on Visibility

Posted by Bruce Brien on 6/17/19 8:20 PM

A marketing plan with visibility (from multiple points of view) is one that’s designed to meet often complex corporate goals tied to specific strategies for growth. And while this might sound fairly obvious, a lot of companies aren’t hitting the mark when it comes to visibility in their marketing plans.

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Topics: Marketing Planning, visibility, reverse waterfall

Break Down Silos at Your Enterprise with an Iterative Collaborative Planning Environment

Posted by Bruce Brien on 6/5/19 10:51 AM

A strong marketing plan isn’t just about marketing. It needs to combine other planning processes from other departments that are involved with marketing in any shape, way, or form. And that’s a lot of departments, when leadership, sales, channel, product, and finance all play such an integral part in the role of marketing.

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Topics: Marketing Planning, alignment, collaboration

3 Steps to Finding the Right Alignment Between Budget and Strategy in Your Marketing Plan

Posted by Bruce Brien on 5/30/19 2:53 PM

Getting the balance between your marketing budget and strategy in your marketing plan is no easy feat. You’ve got a lot of things to consider and you’ve got a lot of things that can change at any moment.

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Topics: Marketing Planning, Marketing Budgeting, marketing strategy, alignment

Collaboration and alignment: Keys to a great marketing plan

Posted by Bruce Brien on 5/16/19 9:47 AM

A great marketing plan is one that integrates Marketing with other departments such as Sales, Finance, and Product Development. Departmental collaboration is essential in order to create an in-depth and complete marketing plan. Unfortunately, it’s not as common as it should be. And if you can relate to this lack of collaboration, you’re not the only one, in fact, you’re in the majority.

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Topics: Marketing Planning, Effective Planning, Best Practices

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