The past year has demonstrated the importance of having measurable goals in a B2B setting. That means you can easily modify them. The business environment is constantly changing, with each change being faster and more drastic than the last, and your plans and strategies must adapt accordingly.
B2B budgets are going down, and still CFOs wonder what is the next process for which they should cut down on their expenses. Now more than ever, they want to see those results that justify the expense. If you are a CMO who wants to keep the CFO happy, what can you do? You must provide the hard fact “evidence” that the[...]