7 Min Marketing With Pam Didner

Cindy is a newly promoted VP of Marketing for a manufacturing company. She knows how to get things done, but she tends to get deep into the weeds. That’s because, for a long time, her job was about getting things done. You can give her any marketing tactics and she would find a way to implement them. Now that she is a newly minted VP of Marketing, she is unable to pull herself out of the tactical level and instead focus on structuring a high-level budget plan discussion with her manager, who is the VP of Sales. So, she purchased a 10-hour consultation package from me and asked me to work with her to create a plan to get more budget. Her company’s revenue is a little over $200M, but her budget is less than 1% of the total revenue and her team is small. She feels that she can do so much more for sales and her company, if she has a bigger budget. She is right. The first thing she sent me was her budget file with a laundry list of marketing expenses. Ok, that’s not the thing I want to see. The first thing I wante