I often talk about the need to move from a top-down budget setting agenda and methodology to a bottom-up approach.
Church of the Customer blog (courtesy of a Bastiaan shout out) posts the encouraging news via Carl Howe at Blackfriars Communications that non-traditional marketing now makes up about 14% of marketing budgets (the third highest category)
I'd certainly like to find out more about Carl's methodology/base for this assertion. What are the other two categories (besides "traditional")? Carl?
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