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What comes first: the budget or the plan?

Why a test fund should be in your 2019 budget request

It’s hard to believe 2019 budgeting and planning efforts are already underway. Unfortunately, the state of business today often means budgets are due before planning even starts. That can make it difficult to significantly change a marketing program from year to year because it’s hard to request a budget without knowing what you’re requesting a budget for.

How to combat that challenge? I’d advocate for building in a “test fund” for 2019, which will allow your team to try new things – say, an emerging social media platform or a new customer engagement technique – even if you haven’t fully scoped what those activities look like yet. That said, it might be easier for you to get a test fund approved if you have at…

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