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Ep#1 Planning for Effective Outcomes: "Starting out right" with Mark Ritson

On Strategy Showcase

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Setting budgets and objectives on the client side

Budgets and objectives are typically set in a misguided way, with finance teams making arbitrary decisions. This flawed process leads to marketing being seen as a cost rather than an investment. A better approach is to start with a strategic plan and clear objectives, then determine the value and cost of achieving those objectives. This objective and task budgeting method allows marketers to propose realistic numbers and deliver guaranteed results.

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