ANDY SLIPHER is founder of Slipher Marketing, a consultancy where strategy comes first, followed by tangible marketing results. He is an accomplished strategist, interim CMO, speaker and writer on marketing strategy. He is marketing segment lecturer for SMU's accredited Bank Operations Institute for professional bankers and for the Independent Bankers Association of Texas. Slipher's forthcoming book is "The Big How: Where Strategy Meets Success." For more information, visit: www.slipher.com
For anyone charged with allocating marketing dollars, it can seem like an arduous and even dicey process to decide how much to spend annually, and on what. For some, it’s the autopilot response of last year’s budget, plus 3-5 percent. For others with limited marketing dollars, it can mean the equivalent of putting all of one’s eggs in a single basket.