The dangers of misaligning your marketing budget with business goals
You don’t have to be the CMO of an Enterprise size company to understand the benefit of making sure that your marketing spends align with your overall budget. At the SMB level it can be as simple as knowing that the job of Marketing is to deliver qualified leads to Sales at a cost-per-lead that fits with your business model. A good implementation of Marketing Automation that tracks both the prospect activity and cost is key to knowing and controlling the cost-per-lead.
Marketing leaders and analysts stress importance of aligning marketing spend with your overall company vision.
Source: The dangers of misaligning your marketing budget with business goals