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 – https://www.marketingweek.com/why-unilever-is-right-to-adopt-zero-based-budgeting/