How to: Set your marketing budget (backwards)

by Ian Lurie
What’s an ideal marketing budget? ONE MILLION DOLLARS IN SMALL BILLS DROPPED ON MY DESK. Or not. Reality trashes marketing budgets. It throws all manner of misery at us: No customer acquisition data Bad customer acquisition data Wishful thinking by clients, bosses and boards When that happens, I like to work backwards, like this: Find your financial goal How much ...Read the full article