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Balancing R&D and Go-To-Market Spending
This chapter examines the disparities in tracking go-to-market spending and R&D budgets within companies, emphasizing the need for a structured framework to benchmark spending. It discusses the importance of integrating strategic performance management, especially in the context of post-COVID investor pressures and the transformative potential of AI technology. Moreover, it highlights successful companies' strategies in articulating growth potential and managing expenses to attract investment in an increasingly competitive landscape.