In this episode we discuss:
  • The concept of zero-based budgeting
  • How should budgets be set?
  • What is the reality of how budgets are set currently?
  • Why is it so hard to increase marketing budgets, even when results are good?
  • Is there a more agile model for budgeting?
  • Why marketers might need to get more serious about what they measure.

Resources Mentioned

Mark Ritson – Why Unilever is right to adopt zero-based budgeting –


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