Summary
As marketing plans are finalized, marketing organizations must strategically focus marketing’s resources. This starts with large budget allocations to address key objectives, followed by precise spending choices. In this report, we detail the purpose, requirements, and execution of Forrester’s Strategic Budget Allocation Model, a six-phase process that marketers can use to improve the strategic focus of marketing spend through a series of cascading budget allocations that target specific marketing goals.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.