Targets can be very helpful, of course, but directors too often encourage their people to commit to a number - say, annual revenue growth of 7% - even though the path to achieving it isn’t clear. This can lead companies to chase growth in too many directions.
Charlotte Graham-Cumming is a director at Ice Blue Sky, an inbound content marketing agency. She works with CMOs and business owners to help them develop marketing strategies, brand positioning and making the shift to inbound marketing. Here she provides tips on how to best allocate your marketing budget.