White Papers

Marketing Operations Leader Guide to Strategic Planning Budgeting and Management

Issue link: https://resources.pedowitzgroup.com/i/978803

Contents of this Issue

Navigation

Page 0 of 24

Marketing Operations Leader Guide to Strategic Planning, Budgeting & Management (SPB&M) Written by Debbie Qaqish and Justin Yopp of The Pedowitz Group with contributions from Sam Melnick of Allocadia Introduction Your eyes are probably rolling back in your head when we mention words like planning and budgeting – not marketing's favorite topics. Yet, marketing is in the midst of a wonderful transformation thanks to new customer behaviors and new technologies. For the first time, marketing is able to act like a business by credibly driving revenue and growth. Essential to this shift to a business orientation is the rise of the marketing operations (MO) function. The emerging MO leader is operationalizing marketing's role as a digitally responsive growth driver and it requires a fresh and dynamic new approach to planning and budgeting. We call it SPB&M or MO-led Strategic Planning, Budgeting and Management. Strategic planning, budgeting and management (SPB&M) is an emerging discipline managed by the marketing operations leader. SPB&M results in a responsive and actionable marketing plan and budget aligned to company and functional goals and KPIs. It takes the planning and budgeting process in marketing from a series of confusing, siloed and disjointed activities at a single point in time to a continuous process that is defined, managed and aligned through-out the company.

Articles in this issue

Links on this page

view archives of White Papers - Marketing Operations Leader Guide to Strategic Planning Budgeting and Management