Summary
Marketing budgets are often slashed because marketing teams report on activity — impressions, clicks, engagement — rather than financial impact. Executives care about profit, market share, and enterprise value, not clicks. Overly optimistic ROI projections, untested assumptions, and a lack of accountability also hurt credibility. Marketers frequently repeat past mistakes and fail to reuse insights, treating research as one‑offs. They pitch grand visions without de‑risking or staging investments. By linking KPIs to business metrics, validating forecasts with real data, building a roadmap with control points, and speaking the language of finance, marketers can rebuild trust and protect their budgets.
Martech
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