Maverick of Marketing: How B2B Marketers Can Validate Asking for More Budget

 

With the 2022 budget season heating up, Shannon Maverick, host of Maverick of Marketing, talked to an expert in marketing about his take on how marketers can validate asking for more budget. Scott Todaro, the CMO at Plannuh, Inc. Todaro brought his near thirty years of experience along with him on this journey to navigate the uncertain jungle of marketing budgets.

 Todaro saw a discrepancy between the tools marketers use today to validate their programs’ effectiveness and the language CFOs understand. And with CFOs dangling the purse strings, a marketing team must show the true ROI and value of their activities.

“What you need to do is be able to say is, ‘I spent this much, and we got this much value back,’” Todaro said. “And when you can say that, then they will give you money.”

 Todaro noted that the game is not the same as when he came out of business school in 1992. Then, 27 percent of all CEOs had a marketing background. Today the number is down to three percent.

 “And here’s what’s happened,” Todaro said. “Heads of marketing knew the product, knew the audience better than anyone. They did focus groups. They did surveys. They really did the research to understand the buyer.” Today, It’s a different story.

 “In B2B, a lot of times now the head of marketing’s responsible for lead generation to support the sales team,” Todaro said. “The sales team’s now taken over things like pricing and packaging, or the product team has taken over pricing and packaging.”

Be sure to get your complimentary copy of the ‘The Next CMO’.

Follow us on social media for the latest updates in B2B!

Image

Latest

telecom project success in healthcare
Telecom Project Success in Healthcare Usually Comes Down to Working with the Right Decision Maker
April 15, 2024

In the rapidly evolving landscape of healthcare technology, telecommunications plays a crucial role. As healthcare providers increasingly rely on digital solutions—from telemedicine to electronic health records—telecom companies are finding new opportunities and challenges in this sector. Successfully implementing telecom projects in healthcare requires a nuanced understanding of the industry’s legacy communications infrastructure, unique demands […]

Read More
visitor management systems
Enhance Security with Faster Adoption of Digital Visitor Management Systems
April 15, 2024

As workplaces evolve into hybrid environments, the urgency to replace traditional paper logbooks with advanced digital visitor management systems has become a critical focus for organizations aiming to bolster security. The reliance on outdated methods poses significant security risks, a concern highlighted by increasing incidents of unauthorized access and data breaches globally. This pressing […]

Read More
access control
Redefining Access Control: Mobile Credentials Integrate Security, Privacy, and IT Seamlessly
April 15, 2024

As businesses increasingly lean on technology to enhance security and operational efficiency, the topic of access control has surged to the forefront. This rise is particularly driven by advancements in mobile credential technology—a shift from traditional physical credentials to digital solutions hosted on personal devices like smartphones. The growing ubiquity of smartphones and heightened […]

Read More
brick-and-mortar store resurgence
Unique In-Store Experiences Are Driving a Brick-And-Mortar Retail Resurgence
April 15, 2024

What’s behind the recent brick-and-mortar store resurgence? Could it be that big box stores recognize the one-of-a-kind shopping experiences that can occur in person? Finding unique ways to capitalize on those in-store experiences may lead to a brighter future for retail. Big box stores are reasserting the importance of their physical presence, continuing to […]

Read More