KPMG: The Future of Marketing Plan and Spend Management

Watch the 2019 Brandweek breakout session

 

Marketers leave value on the table when they don’t take plan and spend management seriously. In fact, only 53% of firms use mature budgeting methods and only 33% determine relevant KPIs before campaigns launch. To prove their value to the C-suite, marketers need to learn to speak the language of the CFO.

To help Brandweek attendees realize this goal Jason Galloway, managing director, U.S. marketing consulting lead at KPMG, and Marianne Seiler, who is on the faculty at Northwestern University, addressed how marketers can effectively manage spending to create enterprise value, marketing relevancy and credibility.