(Note: This is Part 1 of a 4-part series on marketing planning. Check back here every Wednesday in August for a new installment!)
Don’t know if it’s time to spend more on marketing? Unsure how to convince the CFO? Pat LaPointe – managing partner at NPV Marketing, a leading marketing measurement firm – recently spoke to our members about how to justify spend increases. Read on for a summary of his top tips.
NPV’s research shows that ‘historical spend’ is still the number one means of allocating marketing budget, but lacks both rigor and credibility with the CFO. What CFOs want isn’t certainty about the ROI of marketing spend (no business investment has a certain ROI, e.g., building a new plant in a developing country), but rather clearly stated assumptions and a sound understanding of risk factors. You can make a solid business case that will pass the CFO ‘sniff test’ by taking the 5 steps below. Read More »






Einstein proffered that doing the same thing over and over again while expecting different results is the very definition of insanity.

