It’s budget season, and whether your financial year kicks off in January or April, we need to think about what we are doing next year, especially as various surveys from Forrester, Gartner, and Marketing Profs indicate that B2B marketing teams will need to do more with less, a hackneyed expression that makes it no less true. 

So, our host Ian Truscott joins Jeff Clark in the studio to explore 5 ideas for making the most of your marketing budget and the value of investing some time in the deep work of planning. 

BTW - Just to be correct on the quote Ian used, it should have been: “Those are my principles, and if you don't like them... well, I have others” by Groucho Marx. We have no idea how Karl Marx felt on this topic. 

Ian then joins Robert in the virtual bar for a post-Thanksgiving holiday cocktail and dives into asking why and how it’s more than that book by Simon Sinek. 


Enjoy!

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The Links

The people on LinkedIn:

Ian Truscott

Jeff Clark

Robert Rose


Mentioned in this week’s episode:


B2B Go-To-Market Budgets Will Continue To Be Tight In 2025: Here’s What Marketing And Sales Operations Leaders Need To Do About It - Ross Graber, VP, Principal Analyst

Gartner CMO Survey Reveals Marketing Budgets Have Dropped to 7.7% of Overall Company Revenue in 2024


B2B Marketing Budget and Spend Trends: 2024 | Survey - Marketing Profs


Using YAGNI to Drive Marketing Efficiency - Ian’s article on CMSWire


Tuesday 2¢ – Marketing YAGNI - Ian’s original post on his Tuesday 2¢ blog


5 F'in' Steps to Build Your Personas - Rockstar CMO 


Why ‘Know Your Why’ Is Wrong for Content — and How To Fix It - Robert Rose

Robert’s new website, Seventh Bear


Robert firm: The Content Advisory


Robert’s podcast: This Old Marketing



Rockstar CMO:

The Beat Newsletter that we send every Monday

Rockstar CMO on the web, Twitter, and LinkedIn


Previous episodes and all the show notes: Rockstar CMO FM.


Track List:


Piano Music is by Johnny Easton, shared under a Creative Commons license

We’ll be right back by Stienski & Mass Media on YouTube


Hard Knock Life (Ghetto Anthem) - Jay Z - on YouTube 


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