Some good news, bad news: The good news is Marketing’s profile is significantly rising. So what’s the bad news? With great expectations come great responsibility – especially budget-wise. Ewan McIntyre is a research director for Gartner for Marketers:
“We’re still seeing lots and lots of marketers who are still using the incremental approach to budgets. So they’re still using budgets in the same way they would have done before they took accountability for all those things like customer experience and innovation. So, huge growth in capability, huge growth in maturity for Marketing across lots of different areas, but not within that financial area. So, the challenge is the budget constraints that marketers will face going forward mean they are going to have to adapt to new ways of setting budgets and managing those budgets across the financial period as well.”
In this Gartner ThinkCast conversation, Ewan McIntyre will look at best practices for setting and managing our marketing budgets, and how we can optimize our marketing budgets to benefit the entire enterprise.
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Ewan McIntyre is a Research Director covering marketing leadership and management at Gartner. Mr. McIntyre is focused on how next-generation marketing organizations and leaders allocate resources and budgets to deliver measurable, optimized performance in a digitally led world. He has a deep understanding of how to build the right team, combining in-house and outsourced resource, having built from the ground up multidiscipline digital teams in both the B2B and B2C space. Mr. McIntyre was previously Head of Digital for Philips in the U.K. and Ireland. Leading cross-sector digital marketers and online retail specialists, he was responsible for creating and driving the B2C and B2B digital strategy. Managing a significant budget and working with major agencies and colleagues from across the global Philips organization, he delivered a highly focused strategy that drove value across the customer decision journey, from initial brand awareness through to post-acquisition.
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