When we examined results of the 2021 marketing planning and budgeting survey, designed by Iron Horse and Allocadia, one finding stood out: marketing organizations with mature budgeting and planning processes were more likely to be part of high-growth organizations and more likely to see budget increases post-COVID.
Unlike so many of their peers, these marketers were not facing downsizing, but were given the reins to drive the business forward through the crisis.
How did they do it? We uncovered four characteristics shared by these high-performing marketing organizations.
Download the full report to read our findings and gain an action plan for firmly establishing marketing as a growth driver for the business.