One of the toughest questions that a business has to answer is “how much should we be spending on marketing this year?”
It’s problematic for most businesses because fundamentally, they rarely have a process that links expenditure with outcome. Without such a process the business is almost certainly going to be guessing – using last year as a starting point or watching what their competitors are doing.
We believe that this is the wrong process – it’s starting from false assumptions about historical effectiveness or the wisdom of competitors. What organisations require is the ability to use evidence to establish what’s worked previously (and what’s not), run through various scenarios to predict the outcomes from differing plans then they should use an objective standard to judge which plan to execute.
Using our software, any marketer in the world can build such a business case.