Q4 is stressful for most companies.
CMOs need to get their marketing plans and budgets approved, including sponsorships.
It’s also when CEOs and boards raise their expectations on Marketing, adding even more pressure to deliver.
In recent years, that pressure has only grown. CMOs are being pushed for quicker results, and their average tenure has dropped from four years in 2014 to just three in 2023.
The last quarter is when the marketing team:
• Evaluates the sponsorship portfolio
• Assesses potential new partnerships
• Defines next year’s goals
• Proves the ROI of existing deals
• Analyses customer data
• Negotiates budget increases
• Builds internal alliances for projects
• Decides with pragmatism and agility
Their job is to deliver results consistently, year after year.
The goal is simple: less risk and investment, more results and credibility.
We can’t blame them for avoiding risk, at least not with a big part of the budget. Safe bets are what’s expected.
Within the complexity of organisations, we need to navigate through easy marketing.
Easy marketing means presenting projects that are easy to understand, explain, and execute.
Easy marketing is, of course, difficult, but it increases our chances of success.
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