By Anthony O’Brien, for Professional Planner, October 9, 2017
Calculating the return on investment (ROI) is an age-old question when it comes to allocating a budget for marketing.
Unquestionably, a marketing budget and determining an appropriate ROI are linked. However, they are not the only numbers you should be considering when formulating your marketing and sales approach.
Start with the strategy…including your numeric targets
Regular readers of my posts will be aware that I believe fervently in starting with a strategy. Planning is crucial to producing a winning marketing program right. That said, it’s quite astonishing how many businesses still fail to include their revenue and margin numbers in the strategy process.