Marketing budgets are now just 7.8% of company revenue, according to Gartner. That's 18% lower than four years ago.
And 56% of CMOs say they don't have enough budget to deliver their strategy.
So where is the money going?
Increasingly towards acquisition and the things we can measure, optimise and demonstrate quickly.
Which creates an interesting problem.
Easy to measure and important to growth aren't necessarily the same thing. Brand. Reputation. Distinctiveness. Customer loyalty. Strategic positioning.
Their value often accumulates rather than arriving neatly in next month's dashboard.
When budgets tighten, perhaps the question isn't simply what can we cut?
It's what is actually earning its place?
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If you're questioning whether your brand and marketing investment is actually supporting the growth of your business, that's something I can help you work through.
I work with businesses and leadership teams through strategic assessment, advisory and workshops, helping them get clearer about what’s working, what isn’t and where the real commercial opportunities lie.
If these are the kinds of conversations you're already having over coffee, perhaps I should join you for one.
#BrandStrategy #BusinessStrategy #MarketingStrategy
I help businesses, founders and senior professionals become clearer, better positioned and easier to choose.
