Am I doing it right? How to evaluate spend performance (part 1)
There are a lot of marketers and companies that prioritize things like “brand” and “product” and prioritize ad spend and trade show spend, and everything looks great. Truly beautiful. Breathtaking! And when you ask for basic performance metrics (cost per acquisition, cost per conversion, etc), you get a blank stare. Horrified yet? Well, on top …
How to create a marketing plan (from the ground up)
A marketing plan is a blueprint for reaching and engaging your target audience, and something that is very easy to get lost in at the expense of actionable work. While important to understand the basics of what you’re trying to undertake, don’t make your marketing plan into an annual report. Ain’t nobody reading that. Marketing …
How to create a marketing budget (from scratch and from prior year)
Creating a marketing budget is essential if you don’t want to go over budget and get fired. Usually done in tandem with a marketing plan (which can become something you work on obsessively, if you’re not careful), a marketing budget outlines how you plan to spend that sweet, sweet company dollar in a way that …
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