Comment répartir votre budget de manière juste et équitable entre les régions et les équipes ? (2024)

The first and foremost item to consider in budget allocation is to possess a thorough comprehension of marketing goals and the metrics utilized for assessing outcomes. For instance, goals could include enhancing brand recognition, lead generation, or augmenting customer retention. Additionally, key performance indicators (KPIs), like impressions, conversions, or retention rates, are essential for monitoring progress and achievements. Establishing a coherent vision and roadmap aids in aligning budget distribution with marketing strategies.

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What I think: - Know which stage the business we're in. This will helps us define objectives & its weights. - Align objectives prioritization with key stakeholders across regions & teams. Make sure everyone understand/same-page on rationale/logic behind. - For each objective, define impactful metrics and how to measure effectively. - Learn historical data and other benchmark to guide us on budget allocation approach/model. - Communicate budget allocation across teams and ask for details breakdown as follow up - this is to make sure the budget allocated matching both top-down and bottom up forecast. - Roll out budget with performance tracking dashboard and align with team when and how they can propose for adjustment if needed.

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Conduct a thorough analysis of each region's performance, market dynamics, and competitive landscape.Identify opportunities for growth and areas where investment could yield significant returns.Example: Use market research and data analytics to assess the effectiveness of past marketing efforts in each region and to identify untapped opportunities or areas for improvement.

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I believe in taking a thorough look at the current landscape before making any allocation decisions. This means evaluating the performance and potential of each region and team based on relevant data and metrics. By identifying areas of opportunity and potential challenges, I can ensure that budget allocations are strategic and informed.

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Select a budget allocation model that best fits your objectives and criteria. Common models include:Incremental Budgeting: Allocating funds based on previous budgets, adjusted for planned changes.Zero-Based Budgeting: Allocating funds from scratch, based solely on current needs and goals.ROI-Based Budgeting: Allocating funds based on the expected return on investment.Consider a hybrid approach if no single model perfectly fits your needs.Example: Implement an ROI-based budgeting model to focus on investing in regions and teams that demonstrate the highest potential for growth, adjusted for risk and strategic importance.

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When it comes to choosing a budget allocation model, I prefer to tailor it to fit the specific needs and objectives of my organization. Whether it's an equal allocation, performance-based model, or needs-based approach, I make sure to select the one that best aligns with our goals and priorities.

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Effective communication and collaboration are key to successful budget allocation. I engage with key stakeholders, including regional managers and department heads, to gather input and ensure buy-in for the allocation decisions. By fostering open dialogue and transparency, I can address any concerns and ensure that everyone is aligned with the allocation process.

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Engage with regional marketing teams and other stakeholders early in the budget planning process to gather insights and set expectations.Clearly communicate the objectives, criteria, and chosen budget allocation model to ensure transparency and buy-in.Example: Organize a series of workshops with regional teams to discuss the budgeting process, gather input, and explain the rationale behind the allocation decisions.

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budgets are living and breathing things.𝘔𝘰𝘯𝘪𝘵𝘰𝘳𝘪𝘯𝘨 𝘢𝘯𝘥 𝘢𝘥𝘫𝘶𝘴𝘵𝘪𝘯𝘨 𝘣𝘶𝘥𝘨𝘦𝘵 𝘢𝘭𝘭𝘰𝘤𝘢𝘵𝘪𝘰𝘯 𝘪𝘴 𝘮𝘺 𝘤𝘰𝘯𝘴𝘵𝘢𝘯𝘵 𝘳𝘩𝘺𝘵𝘩𝘮. Define KPIs, launch campaigns, measure results, and iterate, all with an eagle eye on our budget.𝐄𝐯𝐞𝐫𝐲 𝐜𝐥𝐢𝐜𝐤, 𝐢𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧, 𝐚𝐧𝐝 𝐜𝐨𝐧𝐯𝐞𝐫𝐬𝐢𝐨𝐧 𝐭𝐞𝐥𝐥𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲. Time to shift funds towards organic content that's driving leads. Adjusting allocation isn't reactive, it's strategic. Based on data and insights, we identify opportunities to maximize ROI. Imagine exceeding conversion goals while staying within budget. Pure marketing magic! 𝒂𝒈𝒊𝒍𝒊𝒕𝒚 𝒊𝒔 𝒌𝒆𝒚.

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The more important thing here is to constantly keep an eye on whats working and allot more budget there. An easy way to do that is creating an automated dashboard which updates on regular intervals. Just take a look, and you can plan where to spend money next.

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Separate out "air cover" programs from those that are geo or market specific.Ask in-market teams for targeted marketing outcomes, so that budget allocations can be made based on expected RoI. Be willing to make exceptions- e.g., for launching a new offering or driving new marketing programs like say, Account Based Marketing or increased use of channels like Spotify to push podcasts around thought leadership. Tell teams that quarterly reviews will decide future budgets for the year. Communicate marketing successes widely, so that everyone sees a linkage between budgets and performance or outcomes. This reduces risk of needless accusations around bias. Hope this helps. All the best!

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As of my last knowledge update in January 2022, I don't have specific information on the digital marketing trends for 2024. However, I can provide you with some general trends that were gaining momentum in the digital marketing landscape, and it's possible that they have evolved or become more prominent by 2024. Always check the latest sources for the most up-to-date information. Here are some trends that were shaping digital marketing:1.Artificial Intelligence (AI) and Machine Learning (ML): AI and ML were increasingly being used in digital marketing for personalization, chatbots, predictive analytics, and automating routine tasks.

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