"Take nothing on its looks; take everything on evidence. There's no better rule." That was the advice Mr. Jaggers gave to Pip in the Charles Dickens classic Great Expectations. The same advice goes to B2B marketing leaders, because this is how your CEO, CFO, and other executive team peers are looking at your marketing plans.
But the higher budgets come with "great expectations." CMOs need to spend more time allocating, managing, adjusting, and defending their budgets than ever before. When we look at how CMOs are allocating their budgets, we see that:
They are shifting some investment from lead origination to lead nurturing to further develop leads generated from previous efforts.
Although product marketing and product management remain the highest areas of investment, marketers plan to shift budget from those areas to community and interactive marketing to focus their messages on solving their customers' problems.