Ditch the Budget Merry-Go-Round: 4 Steps to Revenue-Aligned Marketing
If end-of-year sales results against the 2024 marketing budget were lackluster, it may be time to shift thinking on budget planning. For decades, a rule-of-thumb for setting marketing budgets has reliably been a simplistic percentage-of-previous-sales formula. We’re...
Let it snow, but don’t let a frozen marketing budget derail 2025 goals
6 ways to optimize marketing ROI during economic uncertainty Depending on whom one asks, anywhere from 30 to 35 percent of North American firms plan to increase marketing budgets for 2025 – apparently the lowest number to do so of any region in the world. Why the...
Beat ‘em and join ‘em: Online retail needn’t be the enemy of brick-and-mortar
The following is the final article in a 3-part series called “Attention Shoppers… The Competitive Strategy Approach to Addressing the Elephant in the Room of the Retail Crisis: The Customer Experience” One of the greatest retail debates of the last decade is over the...
How will you COMPETE to better serve your community in 2024?
Greater demand for philanthropic dollars in a challenging economy leads to more well-meaning groups competing for less resources. While individual Americans give to charity at rates higher than other developed nations, barriers to giving today are several, including:...