{"id":10837,"date":"2023-06-21T17:43:34","date_gmt":"2023-06-21T15:43:34","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/our-insights\/the-business-case-for-investing-in-your-marketing-now\/"},"modified":"2025-12-09T17:10:42","modified_gmt":"2025-12-09T16:10:42","slug":"the-business-case-for-investing-in-your-marketing-now","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-za\/our-insights\/the-business-case-for-investing-in-your-marketing-now\/","title":{"rendered":"The Business Case For Investing In Your Marketing Now"},"content":{"rendered":"<p style=\"font-weight: 400;\">How to build the business case for marketing investment? \u00a0Cost pressures, budget cuts and resourcing issue are causing many companies to retrench and focus on the immediate rather than the future.\u00a0 Understandable, but not the right thing to do, regardless of whether your business is B2C or B2B if your ultimate aim is brand growth.<\/p>\n<p>So how do you build the business case and convince the CFO and CEO to invest in your marketing strategies now?<\/p>\n<p style=\"font-weight: 400;\">To build that business case you need to demonstrate:<\/p>\n<ul>\n<li>That you have cut costs and found savings \u2013 recognised the need to support the business in the short-term, and put in place the disciplines to sustain those savings going forward<\/li>\n<li>That your teams are working efficiently and effectively \u2013 and that you have priorities to focus on to further improve once budgets allow<\/li>\n<li>You have a clear, evidence based rationale to underpin your business case with aligned teams supporting your strategy, and ideally a champion supporting your cause.<\/li>\n<\/ul>\n<h2 style=\"font-weight: 400;\"><strong>Cutting costs and findings savings in marketing<\/strong><\/h2>\n<p style=\"font-weight: 400;\">We\u2019ve previously identified a number of ways to <a href=\"https:\/\/www.observatoryinternational.com\/en-za\/our-insights\/make-your-marketing-budget-go-further\/\">cut costs without damaging your brand or agency relationships<\/a>, but here\u2019s a reminder of some of the fundamentals:<\/p>\n<ul>\n<li><strong>Repurpose, reduce, recycle<\/strong> \u2013 make the most of the assets and collateral you already have. Consistency of messaging will support brand building, and it also has sustainability benefits through reduced production costs.<\/li>\n<li><strong>Agency contract compliance<\/strong> &#8211; to provide cost transparency and unearth hidden inefficiencies \u2013 done properly it builds trust and collaboration between the brand and agency teams.<\/li>\n<li><strong>Just doing things well <\/strong>\u2013 better briefing and constructive and collaborative creative evaluation and feedback is more efficient for all concerned<\/li>\n<li><strong>Roster rationalisation <\/strong>\u2013 by having a more streamlined roster you avoid duplication and the hidden costs of managing and monitoring too many agency partners<\/li>\n<li><strong>Agency fee benchmarking and resource optimisation <\/strong>\u2013 useful at any time to \u00a0identify inefficiencies and any abnormalities in rates\/staffing, but particularly useful when scopes of work have changed due to budget cuts.<\/li>\n<\/ul>\n<h2 style=\"font-weight: 400;\"><strong>Efficient and Effective Ways of Working<\/strong><\/h2>\n<p style=\"font-weight: 400;\">When was the last time you stood back and reviewed your communications development processes in detail.\u00a0 Where are the overlaps, where are the bottlenecks?\u00a0 With the convergence in media, creative and production there should be ample opportunity to deliver efficiencies.\u00a0 Having an objective, impartial review of processes can help overcome resistance to change.<\/p>\n<h2 style=\"font-weight: 400;\"><strong>Evidence based rationale<\/strong><\/h2>\n<p style=\"font-weight: 400;\">Industry best practice, latest trends and insights and case studies from competitors and other sectors help guide decision making and underpin recommendations.\u00a0 Prioritisation of recommendations with an understanding of indicative costs, complexity and risk creates a roadmap for implementation, and confidence for key decision makers that the proposed actions aren\u2019t just a \u2018pet project\u2019 but part of a well thought out plan.\u00a0 Having a senior stakeholder to champion your plans adds credibility and confidence.<\/p>\n<p>On-going having strong communications to update the organisation and teams on progress, highlight quick-wins or iterative gains maintains commitment and focus across the teams, and helps to mitigate fear of change and the unknown.<\/p>\n<p style=\"font-weight: 400;\">Having immediate quick-wins and a clear plan of action ready for when conditions improve puts you at a competitive advantage.<\/p>\n<p style=\"font-weight: 400;\">At the Observatory International we have a number of techniques to help you build your business case for change and investment.\u00a0 Do <a href=\"https:\/\/www.observatoryinternational.com\/en-za\/contact-us\/\">contact us<\/a> if it would be helpful to find out more.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-12865\" src=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2023\/06\/business-case-for-marketing-investment-300x169.png\" alt=\"Spreadsheet depicting the business case for marketing investment\" width=\"300\" height=\"169\" srcset=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2023\/06\/business-case-for-marketing-investment-300x169.png 300w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2023\/06\/business-case-for-marketing-investment-1024x576.png 1024w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2023\/06\/business-case-for-marketing-investment-768x432.png 768w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2023\/06\/business-case-for-marketing-investment-1536x864.png 1536w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2023\/06\/business-case-for-marketing-investment-220x124.png 220w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2023\/06\/business-case-for-marketing-investment-380x214.png 380w, https:\/\/www.observatoryinternational.com\/app\/uploads\/2023\/06\/business-case-for-marketing-investment.png 1920w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How to build the business case for marketing investment? \u00a0Cost pressures, budget cuts and resourcing issue are causing many companies to retrench and focus on the immediate rather than the future.\u00a0 Understandable, but not the right thing to do, regardless of whether your business is B2C or B2B if your ultimate aim is brand growth. &hellip; <a href=\"https:\/\/www.observatoryinternational.com\/en-za\/our-insights\/the-business-case-for-investing-in-your-marketing-now\/\">Continued<\/a><\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[165],"tags":[166,167,176,168,178],"class_list":["post-10837","post","type-post","status-publish","format-standard","hentry","category-blog-en-za","tag-agency-relationship-management-en-za","tag-agency-roster-modelling-en-za","tag-digital-transformation-en-za","tag-observations-en-za","tag-organisational-design-en-za"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Business Case for Marketing - The Observatory International<\/title>\n<meta name=\"description\" content=\"how do you build the business case and convince the CFO and CEO 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