Budget Shape and ABC Planning
It’s so easy to blow the budget before you’ve completed the job. Most often, and because marketing is seen as those Taps, the activity plan and budget are loaded onto driving Awareness. This leaves nothing to support a person’s decision-making all the way through to a sale, and beyond. To make sure you have everything covered, you need to map your marketing activity, and spend against the Six Tasks of Marketing, making sure there’s a tick in every box.
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