In this episode we discuss:
The concept of zero-based budgetingHow 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/
Subscribe
Stitcher
Google Podcasts
Deezer