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Put Your Money Where The Value Is
By Scott Santucci, CEO, BluePrint Marketing, LLC

Not able to defend budget requests, marketing executives are now faced with doing their daily tasks (brand building, PR, collateral development, etc) with the increased demands of assisting sales ... all with a smaller budget.

Why has market development gotten so hard?

At executive staff meetings, it is not uncommon to hear CEO's say any or all of the following

  • "Branding is nice, but I need revenue."
  • "We have to manage to costs, let's cut marketing's budget again."
  • "What are we getting for our marketing investment? Let's spend more on sales instead."
  • "What is marketing doing to help generate sales?"

Let's face it; today it's all about ROI.

Sales are lagging, and although the economy appears to be recovering, your company still has monthly expenses it has to meet. All investments are getting scrutinized.

Marketing is being asked to participate in the sales process to a degree not seen in the past ten years. Although typically lacking significant sales experience, vice presidents of marketing are being held accountable for revenue targets.

This has led to four categories of frustrations among marketing executives:

  • Difficulty securing required budget
  • Lack of results from traditionally successful vehicles
  • "Sales is from Mars, Marketing is from Venus"
  • Sales not following up on the hard fought leads generated

Difficulty securing required budget

In the current financial environment, the budget for Marketing is being treated like a discretionary expenditure rather than a critical business function. Existing budget items are being slashed, and getting new funds approved requires an expected return - something most marketing organizations cannot demonstrate.

While many departments are doing a good job of measuring expense-related metrics, they are hard pressed to produce evidence that shows objective relationships between marketing investments and revenue. Not able to defend budget requests, marketing executives are now faced with doing their daily tasks (brand building, PR, collateral development, etc) with the increased demands of assisting sales


Scott Santucci is a leading authority on reducing the business development friction caused by the divide between sales and marketing. His company, Blueprint Marketing ( www.blueprintmarketing.com ), helps companies realize the compounding returns on revenue generation investments that are achieved by harmonizing sales and marketing efforts. Scott can be contacted by e-mail scott.santucci@blueprintmarketing.com and phone (703) 723-5900.

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