“Management is doing things right; leadership is doing the right things,” according to Peter Drucker.
Flint McGlaughlin, CEO, MECLABS Institute (parent company of MarketingExperiments), quoted this when asked what digital marketers should consider when planning yearly budgets.
It’s a fantastic reference because it may just be a good idea to line the walls with Drucker quotes when furiously planning (and re-planning) yearly budgets:
“Knowledge has to be improved, challenged, and increased constantly, or it vanishes.”
“The best way to predict your future is to create it.”
“If you want something new, you have to stop doing something old.”
“Unless commitment is made, there are only promises and hopes; but no plans.”
The man was a veritable budget planning fortune cookie. However, while these quotes are inspirational, we decided to mine three of marketing’s current minds — Flint McGlaughlin, Tim Kachuriak, Chief Innovation and Optimization Officer, NextAfter and Michael Aagaard, Senior Conversion Optimizer, Unbounce —to give some more concrete advice.