Member Exclusive: A practical guide to protecting your marketing budget

Marketing budget decisions are under pressure. When organisations need to reduce costs, marketing spend can quickly come under review, especially if its value is explained through campaign activity rather than business impact.

For many marketers, the problem is not a lack of data. It is knowing which evidence matters, how to frame it and how to communicate it in a way that senior leaders, finance teams and boards take seriously.

This member-exclusive webinar will show you how to make a stronger case for marketing investment when every pound is being questioned.

Building on Gavin Llewellyn’s previous CIM webinar, Measuring what matters: how to prove your marketing works, this session takes a more practical budget-focused angle. We will look at how marketers can move from reporting tactical measures, such as clicks, impressions and engagement, to explaining how marketing supports revenue, cost efficiency, customer value and longer-term business resilience.

You will explore why marketing budgets are often vulnerable, how to avoid common measurement traps and how to connect short-term campaign performance with longer-term brand and customer value.

The session will also look at the language of the board. This means translating marketing performance into the questions senior stakeholders are likely to ask, such as: are we spending money wisely, are we creating profitable growth and are we building value for the future?

Join June’s member-exclusive webinar to learn how to protect your marketing budget with clearer evidence, sharper communication and practical measurement thinking.

Members can register for this webinar to discover:

• Understand why marketing budgets come under pressure and how to make a stronger case before cuts happen
• Learn how to link marketing activity to commercial outcomes, including revenue, customer value, efficiency and future demand
• Build confidence in communicating marketing performance to senior stakeholders using clearer, more business-focused evidence