Mark Osborne tells CMOs to stop spending every marketing dollar on ads. Instead, reserve funds for end-of-year flexibility. This shows the CFO you're disciplined, builds credibility, and makes it easier to get approved for bigger spends when real opportunities come up.
A CMO or revenue leader that can hold back some budget to be used in those end-of-year flexibility or buybacks or dropping some money to the bottom line instead of spending it on ads, having that flexibility because you've saved that in your planning gives you so much more credibility with that CFO that then when you say, look, we've really hit on something that's going. If we poured some more gas on this, it would really explode. That's when you've got the credibility to use it rather than having that sort of adversarial and thinking about it as your budget, not the company's budget.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
