All Posts By

Jim MacLachlan

Build your case for a bigger marketing budget

5 Tips on Building Your Business Case for a Bigger Marketing Budget

By | Downloads, Marketing Insights | No Comments
“We want you to grow the business 15%—but no, we haven’t increased your marketing budget.”

You’re a marketer, so you’ve likely found yourself in a similar situation, facing an aggressive growth goal with an unrealistic marketing budget and a “make it happen” mandate.

You know that in order to move the needle, you need a budget that will support real growth. So shouldn’t your budget increase proportionately to growth expectations? Yes, it should. But it hasn’t. Why? Because you don’t deserve it. It’s simple: you haven’t yet made a strong business case to justify additional funds. Follow these five tips to get the budget you need to make growth happen.

Read More

Optimize your marketing automation

Don’t Put Your Marketing Automation on Autopilot

By | Marketing Automation | One Comment

Marketing automation promises a lot—from streamlining your marketing to increasing your leads and growing your business. However, your success isn’t automatic, and marketing automation often isn’t the silver bullet it’s made out to be.

It’s not your marketing department. It doesn’t replace your sales team. And it certainly isn’t a set-and-forget tool.

In fact, marketing automation requires considerable strategizing and execution to get an effective program up and running. To assure your investment is built on a rock-solid foundation, you’ll need some good, old-fashioned hard work in the following four areas. Read More

The Building Blocks of a Brand Mission Statement

By | Value Proposition | One Comment

A mission statement, by definition, is a summary of the aims and values of a company, organization or individual. When it comes to your brand, having a concise and collected idea of what your goals are allows you to effectively achieve them.

We’ve compiled a series of questions to ask you stakeholders about your business and explained why each is important. Use these as a guide in building a definable and actionable brand mission statement.

Read More