Budgets and planning on a shoe string for most of us is a
reality as we enter the calendar's third quarter. But plan we
must! This is an excellent opportunity for the sales and marketing
management teams to take advantage of lower spending and reduced
resources of all sized competitors—and plan for market
share-taking that does not cost an arm and a leg.
What Three Things Must You Do Right?
Whether you are a business owner or a marketing manager within a
business unit, you can take some relatively short and specific
steps that will provide focus. In a tight
budget environment, this is the first success factor. The second is
picking an area of focus that is
profitable for your firm. The third is
making decisions to use budget wisely. This means planned
investments that are targeted specifically at the area of focus,
and are measurable in terms of their success.
