Your Budget & the Path to Purchase

marketing purchase decision modelWondering whether to spend on that new ad or campaign? Take a step back and look at your overall budget, and how you allocate funds across the whole customer life cycle.

Ideally your annual budget has funds committed to 4 big buckets: finding customers, sales trigger points, point of sale, and after the sale. If you’re heavily in retail markets, then you know you need funds just to keep those store and distributor relationships going, whether it’s product discounts or store promo compliance, you’re spending to stay on that shelf.

Being clear about what step on the path your marketing investment is feeding is just one more way to evaluate how & when to spend. It also helps you focus the message, which will drive up the return on your investment.








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