Maximise marketing's alignment with business goals by being flexible.

Even in times of uncertainty, the expectations from marketing rarely change even if budgets are tight. In such cases, marketers need to make the most of their annual budgets. The article cites researches which find that companies that maintain or increase their marketing budgets during recessions "preserve or add market share."

The author recommends continually evaluating campaign and channel effectiveness, and confidently reporting ROI. It is suggested that marketers use the Purpose Based Alignment Model while making big investment decisions.

Proving value or the ROI of marketing initiatives is possible with reliable data and systems used in measurement. The measurement framework must be capable of "collecting and measuring the channel, source and attribution data throughout the entire customer journey."

Discover the top organizations in your market and industry for free using BrandIndex Lite

Read the original article

[6 minute read]