Why is Marketing the First to Get Impacted in a Lean Economy?

As a marketer, I observe this every time a recession hits. Constant fear of layoffs, major budget cuts for the marketing programs we have been working on and uncertainty. I am sure other marketers can relate to this as well. The main reason is the lack of accountability and lack of justification, because there is no visibility into where those marketing dollars are being spent. Large companies that often lose up to 20% of their marketing spend realize this situation and are now looking to automate key marketing processes and optimize their marketing investments. Press the 'Play' button below to hear what Deb Nelson- SVP Marketing and Alliances at HP has to say.

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Read the Siebel Marketing Resource Management datasheet

Comments:

The reason that marketing budgets get cut is that there is limited to no integration between what marketing does and what sales needs. This is the reason why up to 90% of marketing created materials are NOT used by sales. There is a way to integrate marketing and sales and to actually impact the results that sales can deliver. Marketing can become more relevant to sales: create tools that support the real buying process of today's economy, deliver a differentiated point of view and enable the field reps to bring a unique perspective to customers business problems.

Posted by Zeev Gur on June 22, 2009 at 04:48 AM PDT #

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