Better Marketing Budgets: A Strategic Shift from Cost to Investment

As companies navigate economic uncertainty, marketing budgets are frequently the first to be slashed -- a short-sighted approach that can undermine both immediate sales and long-term brand equity. However, rethinking the way marketing expenditures are framed and allocated can make a significant difference, transforming them from dispensable costs to essential investments that drive sustained growth. Inspired by Mats Georgson thought-provoking work, here’s a roadmap for building a resilient, strategic marketing budget that resonates with both marketing and finance teams.