The marketing team is engaged and energized during a tradeshow planning meeting, anticipating the interest they will generate by introducing their newly expanded product line.  Then, the discussion turns to budgets and the mood in the room suddenly changes.

One department head admits that his budget has been cut by $200,000.  Others in the room let out nervous “we know how you feel” laughs.  Has the saying, “You have to laugh or you’d cry” ever applied to your marketing budget discussions?  I’m going to guess: yes.

Doing more with less is a challenge that the majority of business-to-business marketing professionals face.  A well-thought out marketing plan is always important (more…)