For today’s businesses, getting ahead isn’t just about planning ahead. It takes both planning and pivoting to drive short-term results and long-term business growth. The pressures and uncertainties of the global economy make it increasingly important for marketers to balance their early planning with the need to stay agile.
Budget agility does not mean “unprepared”; 31% of budget-agile marketers engage in formal marketing planning to align strategy and digital media budget allocations every month, versus 18% of non-agile marketers. Having the flexibility to engage in planning while leaving room for new improvements and growth opportunities can yield better business outcomes. Budget-agile marketers are 25% more likely than non-agile marketers to report their performance as stronger than industry competitors.Many of the marketers consider themselves more budget-agile than they actually are, based on their budgeting behaviors.
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