1. Are you trying to survive the recession or thrive in the recession?
2. Do you think sales will go up by cutting your marketing budget?
3. Do you want your competitor to gain the market share you’ve worked so hard to build?
4. Do you not believe that companies that maintain their marketing budget during a recession gain ground on companies that cut their budget?
5. Is it riskier to grow market share, stay the same, or shrink?
6. Are you going to get a bigger bonus because sales declined than you would if sales increased?
7. Where on your resume will you put a budget cut as a marketing accomplishment?
8. Are parts of your marketing plan ineffective?
9. Will you lose your job if you don’t?

Okay, if you’ll lose your job, cut. If parts of your marketing plan are ineffective, we should talk. But the path to being a marketing hero leads us to have courage in these stressful times. If you do have to cut you budget, we have a way to help you do that and salvage effectiveness. We call it Budget 2.0. It’s a planning session that turns marketing plans upside down and looks for breakthroughs. We’d love to take you through it. Give me a call at (515) 244-4456 or e-mail me.