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‘Everyone’s got an opinion’: Cautionary tales from the budgeting and planning frontline
Five former CMOs with lots of experience across a multitude of sectors and brands share their budgeting horror stories and the lessons they’ve learnt along the way.
By Molly Innes
If any proverb could sum up budgeting and planning season, it might be ‘The best laid plans of mice and men…’ Love it or hate it, this time of year is the most important for marketers and their organisations.
But it doesn’t always go to plan. With this in mind, Marketing Week sat down with a range of former marketing leaders to find out what cautionary tales – or horror stories – stand out when reflecting on this period.
