Gartner Research

How Product Marketers Can Guide Marketing Investment Decisions Regardless of Budgeting Practice

Published: 14 February 2020

ID: G00449673

Analyst(s): Jen Singleton


Each tech provider has a unique set of budgeting requirements often prescribing use of a specific budgeting methodology. Product marketers must understand each methodology to appropriately realize the impact of the chosen approach on their marketing investment decisions.

Table Of Contents
  • Key Challenges



  • Understand the Advantages and Limitations of Each Budgeting Methodology
    • Zero-Based Budgeting
    • Bottom-Up Budgeting
    • Top-Down Budgeting
    • Activity-Based Budgeting
    • Value Proposition Budgeting
    • Incremental-Based Budgeting
    • Hybrid Approaches
  • Use a Master Plan to Guide Marketing Investment Decisions
    • A Master Plan

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