{"id":11764,"date":"2025-01-22T13:48:53","date_gmt":"2025-01-22T13:48:53","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=11764"},"modified":"2025-01-30T14:16:35","modified_gmt":"2025-01-30T14:16:35","slug":"marketing-budget-2025-planning-cycle","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/","title":{"rendered":"CMOs: Secure Marketing Budget for Your 2025 Planning Cycle"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2024-05-13-gartner-cmo-survey-reveals-marketing-budgets-have-dropped-to-seven-point-seven-percent-of-overall-company-revenue-in-2024\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing budgets were cut by 15% on average in 2024.<\/a> Add to that the continuous struggle to demonstrate marketing ROI to the board, and it\u2019s no surprise CMOs are feeling the pinch.\u00a0<\/p>\n\n\n\n<p>So, how can CMOs gain the CFO\u2019s buy-in for marketing? We spoke to Alex Venus, Head of Digital and Web Marketing at Personio, and Graham Wylie, CMO at Activpayroll, to find out.&nbsp;<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Drive Loyalty and Account-Based Engagement.<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Discover AI, data, and personalisation trends from nearly 5,000 marketers worldwide.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-marketing\/?nc=701ed00000HAeAVAA1\">Get the Report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p>Fewer than<a href=\"https:\/\/b2b-marketing.transmissionagency.com\/board-ready-cmo-b2b-report\" target=\"_blank\" rel=\"noreferrer noopener\"> 3% of CMOs worldwide<\/a> make it to board-level positions \u2014 making it incredibly difficult to influence conversations about budget allocation and alignment of business goals with marketing objectives.\u00a0<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6cfaa342ba&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6cfaa342ba\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"634\" height=\"366\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/781_SALESFORCE_Q2_STORY_03_01.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-11766\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/781_SALESFORCE_Q2_STORY_03_01.png 634w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/781_SALESFORCE_Q2_STORY_03_01.png?w=300&amp;h=173 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/781_SALESFORCE_Q2_STORY_03_01.png?w=150&amp;h=87 150w\" sizes=\"auto, (max-width: 634px) 100vw, 634px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-align-growth-forecasts-with-business-goals-nbsp\">Align growth forecasts with business goals&nbsp;<\/h2>\n\n\n\n<p>Venus believes that before you can make accurate cost projections, step one is to consider your business\u2019s wider objectives and \u201clook at any planned transformational shifts in your strategy\u201d and align your plans accordingly. \u201cIf the business aims to halve customer acquisition costs, or enter multiple new markets with little brand recognition, marketing teams must factor in these shifts before projecting channel performance,\u201d he advises.&nbsp;<\/p>\n\n\n\n<p>\u201cThe big question to know the answer to is: where do we need to land as a company to thrive next year?\u201d says Venus. Once that question is answered, marketers have a foundation to build their plans. \u201cStart with a bird\u2019s eye view before you even look at your North Star metric,\u201d he advises. From there, teams can refine key elements like ideal customer profile definitions, conversion rate targets and forecasting models.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-reset-with-a-zero-based-budgeting-nbsp\">Reset with a zero-based budgeting&nbsp;<\/h2>\n\n\n\n<p>For Wylie, zero-based budgeting \u2014 that is a budget where all expenses in a department must be justified for the upcoming period \u2014 helps CMOs to challenge assumptions and rethink the status quo. Wylie suggests asking key questions to identify what needs to change:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How do we deliver against the demands of the company?\u00a0<\/li>\n\n\n\n<li>Do we need to change the resource model for the team?\u00a0<\/li>\n\n\n\n<li>Do we need to change the agencies that we\u2019re working with?\u00a0<\/li>\n\n\n\n<li>How has our model evolved over the previous 12 months?\u00a0<\/li>\n<\/ul>\n\n\n\n<p>Crucially, this process isn\u2019t just about cutting costs; it\u2019s about ensuring expenses align with the company\u2019s strategic priorities for a data-driven and constructive conversation with your CFO about marketing ROI. \u201cIt\u2019s about understanding what\u2019s worked well in the past year, what we want to continue doing, and what\u2019ll be relevant in the next 18 months \u2014 then develop a budget requirement starting from zero.\u201d&nbsp;<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6cfaa35388&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6cfaa35388\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"644\" height=\"383\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/781_SALESFORCE_Q2_STORY_03_02.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-11767\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/781_SALESFORCE_Q2_STORY_03_02.png 644w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/781_SALESFORCE_Q2_STORY_03_02.png?w=300&amp;h=178 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/781_SALESFORCE_Q2_STORY_03_02.png?w=150&amp;h=89 150w\" sizes=\"auto, (max-width: 644px) 100vw, 644px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-don-t-over-index-on-long-term-value-assumptions-nbsp\">Don\u2019t over-index on long-term value assumptions&nbsp;<\/h2>\n\n\n\n<p>According to Venus, one of marketers\u2019 biggest mistakes is building forecasts on shaky foundations. \u201cWhat I see a lot of the time is marketers who are going to run an integrated campaign next year to an audience they\u2019ve never spoken to before, about a product that didn\u2019t exist 12 months ago, using a channel they\u2019re testing out.\u201d He explains there\u2019s too many unknowns to have a useful conversation with your CFO: \u201cGood luck measuring what that\u2019ll do to the bottom line.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p>To create a compelling and defensible case, Venus recommends using a scenario model with three distinct forecasts: A <em>base case<\/em>, a <em>best case<\/em>, and a <em>worst case<\/em>. Each scenario serves a specific purpose, providing a more complete picture of potential outcomes.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-the-base-case\">1. The Base Case\u00a0<\/h3>\n\n\n\n<p>The base case is grounded in what Venus describes as things you can control. \u201cYou don\u2019t want to base it on product-market fit, virality, or the hope that influencers knock on your door and drive massive results.\u201d Instead, the base case should be modelled on tangible factors like channel performance, conversion rates or known efficiency improvements. This approach gives CFOs confidence in the stability and reliability of the forecast.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-the-worst-case\">2. The Worst Case\u00a0<\/h3>\n\n\n\n<p>While it\u2019s important to anticipate potential challenges, Venus suggests avoiding doom-and-gloom scenarios. \u201cMaybe you shouldn\u2019t predict the worst things in the world,\u201d he says. Instead, be realistic about the risks and possible underperformance factors. This shows CFOs that the marketing team is prepared for uncertainty while being pragmatic about what can be achieved.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-the-best-case\">3. The Best Case\u00a0<\/h3>\n\n\n\n<p>The best case is where marketers can be more aspirational, looking at high-impact initiatives like brand awareness campaigns, product launches or untapped growth channels. Venus advises benchmarking against industry standards or performance data to ground these projections. This approach lends credibility to what could otherwise seem like wishful thinking.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-connect-with-other-departments-nbsp\">Connect with other departments&nbsp;<\/h2>\n\n\n\n<p>Drawing from personal experience, Wylie recalls a time when he faced little resistance in securing budget approval \u2014 an exception to the norm. \u201cThat happened because we\u2019d spent years building the plan and consensus across the business.\u201d For Wylie, this experience highlights a crucial lesson: Buy-in is easier to achieve with better collaboration and alignment across the business.&nbsp;<\/p>\n\n\n\n<p>At the heart of this approach is transparency. Wylie built trust and credibility across functions by being open about the marketing strategy, clearly communicating objectives and meticulously measuring performance and marketing ROI.&nbsp;&nbsp;<\/p>\n\n\n\n<p>This cross-functional collaboration changed the nature of the budget approval conversation entirely. \u201cIt wasn\u2019t just the marketing team asking for funding,\u201d he explains.\u201d It was sales, operations, regional finance and marketing\u201d with a unified proposal. The decision to approve the budget became a business-wide initiative rather than a marketing-specific one.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/b2b-marketing.transmissionagency.com\/board-ready-cmo-b2b-report\" target=\"_blank\" rel=\"noreferrer noopener\">39% of CMOs worldwide<\/a> say they attended and\/or presented at every company board meeting, with just 44% presenting revenue-oriented metrics.\u00a0<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d6cfaa36f08&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d6cfaa36f08\" class=\"wp-block-image size-full wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"637\" height=\"364\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/781_SALESFORCE_Q2_STORY_03_03.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-11768\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/781_SALESFORCE_Q2_STORY_03_03.png 637w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/781_SALESFORCE_Q2_STORY_03_03.png?w=300&amp;h=171 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/781_SALESFORCE_Q2_STORY_03_03.png?w=150&amp;h=86 150w\" sizes=\"auto, (max-width: 637px) 100vw, 637px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-confirming-cfo-support-nbsp\">Confirming CFO support&nbsp;<\/h2>\n\n\n\n<p>The lessons are clear: Focus on hard numbers and provable returns to make a compelling case for marketing investment; Align marketing metrics with the wider business strategy; Work as a team with other senior leaders in the business.&nbsp;<\/p>\n\n\n\n<p>With a compelling case for marketing investment, you can instil confidence in your CFO so the requests are easy to approve and seen not as likely costs but as probable opportunities. A data-first approach doesn\u2019t just justify the budget \u2014 it can actually increase it.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Drive Loyalty and Account-Based Engagement.<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Discover AI, data, and personalisation trends from nearly 5,000 marketers worldwide.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-marketing\/?nc=701ed00000HAeAVAA1\">Get the Report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Hear from Alex Venus, Head of Digital and Web Marketing at Personio, and Graham Wylie, CMO at Activpayroll, on how to gain the CFO\u2019s buy-in for marketing. <\/p>\n","protected":false},"author":111,"featured_media":11765,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"ce7b1e8ab3924b8b8fede022cfcb2d50","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[3,10,101,222,224,226],"sf_content_type":[],"coauthors":[26],"class_list":["post-11764","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-thought-leadership","sf_topic-marketing","sf_topic-marketing-cloud","sf_topic-b2b-marketing-automation","sf_topic-c-suite","sf_topic-cmo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>CMOs: Secure Marketing Budget for Your 2025 Planning Cycle - Salesforce<\/title>\n<meta name=\"description\" content=\"Hear from Alex Venus, Head of Digital and Web Marketing at Personio, and Graham Wylie, CMO at Activpayroll, on how to gain the CFO\u2019s buy-in for marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CMOs: Secure Marketing Budget for Your 2025 Planning Cycle\" \/>\n<meta property=\"og:description\" content=\"Hear from Alex Venus, Head of Digital and Web Marketing at Personio, and Graham Wylie, CMO at Activpayroll, on how to gain the CFO\u2019s buy-in for marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2025-01-22T13:48:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-30T14:16:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/Secure-marketing-budget.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2160\" \/>\n\t<meta property=\"og:image:height\" content=\"1215\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Salesforce EMEA\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Salesforce EMEA\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/image\/cc3d1dd31ff62229e58df71e24b819ac\"}],\"headline\":\"CMOs: Secure Marketing Budget for Your 2025 Planning Cycle\",\"datePublished\":\"2025-01-22T13:48:53+00:00\",\"dateModified\":\"2025-01-30T14:16:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/\"},\"wordCount\":989,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/Secure-marketing-budget.png\",\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/\",\"url\":\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/\",\"name\":\"CMOs: Secure Marketing Budget for Your 2025 Planning Cycle - Salesforce\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/Secure-marketing-budget.png\",\"datePublished\":\"2025-01-22T13:48:53+00:00\",\"dateModified\":\"2025-01-30T14:16:35+00:00\",\"author\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/836a5b517fa1392bb16998828ea325f8\"},\"description\":\"Hear from Alex Venus, Head of Digital and Web Marketing at Personio, and Graham Wylie, CMO at Activpayroll, on how to gain the CFO\u2019s buy-in for marketing.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#primaryimage\",\"url\":\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/Secure-marketing-budget.png\",\"contentUrl\":\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/Secure-marketing-budget.png\",\"width\":2160,\"height\":1215,\"caption\":\"This process isn\u2019t just about cutting costs; it\u2019s about ensuring expenses align with the company\u2019s strategic priorities for a data-driven and constructive conversation with your CFO about marketing ROI. [Adobe Stock | Salesforce]\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.salesforce.com\/eu\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"CMOs: Secure Marketing Budget for Your 2025 Planning Cycle\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/#website\",\"url\":\"https:\/\/www.salesforce.com\/eu\/blog\/\",\"name\":\"Salesforce\",\"description\":\"News, tips, and insights from the global cloud leader\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.salesforce.com\/eu\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/image\/cc3d1dd31ff62229e58df71e24b819ac\",\"name\":\"Salesforce EMEA\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g23494c9101089ad44ae88ce9d2f56aac\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g\",\"caption\":\"Salesforce EMEA\"},\"url\":\"https:\/\/www.salesforce.com\/eu\/blog\/author\/salesforce-emea\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"CMOs: Secure Marketing Budget for Your 2025 Planning Cycle - Salesforce","description":"Hear from Alex Venus, Head of Digital and Web Marketing at Personio, and Graham Wylie, CMO at Activpayroll, on how to gain the CFO\u2019s buy-in for marketing.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/","og_locale":"en_GB","og_type":"article","og_title":"CMOs: Secure Marketing Budget for Your 2025 Planning Cycle","og_description":"Hear from Alex Venus, Head of Digital and Web Marketing at Personio, and Graham Wylie, CMO at Activpayroll, on how to gain the CFO\u2019s buy-in for marketing.","og_url":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/","og_site_name":"Salesforce","article_published_time":"2025-01-22T13:48:53+00:00","article_modified_time":"2025-01-30T14:16:35+00:00","og_image":[{"width":2160,"height":1215,"url":"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/Secure-marketing-budget.png","type":"image\/png"}],"author":"Salesforce EMEA","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Salesforce EMEA","Estimated reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#article","isPartOf":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/"},"author":[{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/image\/cc3d1dd31ff62229e58df71e24b819ac"}],"headline":"CMOs: Secure Marketing Budget for Your 2025 Planning Cycle","datePublished":"2025-01-22T13:48:53+00:00","dateModified":"2025-01-30T14:16:35+00:00","mainEntityOfPage":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/"},"wordCount":989,"commentCount":0,"image":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#primaryimage"},"thumbnailUrl":"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/Secure-marketing-budget.png","inLanguage":"en-GB","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/","url":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/","name":"CMOs: Secure Marketing Budget for Your 2025 Planning Cycle - Salesforce","isPartOf":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#primaryimage"},"image":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#primaryimage"},"thumbnailUrl":"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/Secure-marketing-budget.png","datePublished":"2025-01-22T13:48:53+00:00","dateModified":"2025-01-30T14:16:35+00:00","author":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/836a5b517fa1392bb16998828ea325f8"},"description":"Hear from Alex Venus, Head of Digital and Web Marketing at Personio, and Graham Wylie, CMO at Activpayroll, on how to gain the CFO\u2019s buy-in for marketing.","breadcrumb":{"@id":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/"]}]},{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#primaryimage","url":"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/Secure-marketing-budget.png","contentUrl":"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/Secure-marketing-budget.png","width":2160,"height":1215,"caption":"This process isn\u2019t just about cutting costs; it\u2019s about ensuring expenses align with the company\u2019s strategic priorities for a data-driven and constructive conversation with your CFO about marketing ROI. [Adobe Stock | Salesforce]"},{"@type":"BreadcrumbList","@id":"https:\/\/www.salesforce.com\/eu\/blog\/marketing-budget-2025-planning-cycle\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.salesforce.com\/eu\/blog\/"},{"@type":"ListItem","position":2,"name":"CMOs: Secure Marketing Budget for Your 2025 Planning Cycle"}]},{"@type":"WebSite","@id":"https:\/\/www.salesforce.com\/eu\/blog\/#website","url":"https:\/\/www.salesforce.com\/eu\/blog\/","name":"Salesforce","description":"News, tips, and insights from the global cloud leader","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.salesforce.com\/eu\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-GB"},{"@type":"Person","@id":"https:\/\/www.salesforce.com\/eu\/blog\/#\/schema\/person\/image\/cc3d1dd31ff62229e58df71e24b819ac","name":"Salesforce EMEA","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g23494c9101089ad44ae88ce9d2f56aac","url":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/?s=96&d=mm&r=g","caption":"Salesforce EMEA"},"url":"https:\/\/www.salesforce.com\/eu\/blog\/author\/salesforce-emea\/"}]}},"jetpack_featured_media_url":"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2025\/01\/Secure-marketing-budget.png","jetpack_sharing_enabled":true,"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Salesforce","distributor_original_site_url":"https:\/\/www.salesforce.com\/eu\/blog","push-errors":false,"_links":{"self":[{"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/posts\/11764","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/users\/111"}],"replies":[{"embeddable":true,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/comments?post=11764"}],"version-history":[{"count":1,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/posts\/11764\/revisions"}],"predecessor-version":[{"id":11769,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/posts\/11764\/revisions\/11769"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/media\/11765"}],"wp:attachment":[{"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/media?parent=11764"}],"wp:term":[{"taxonomy":"sf_topic","embeddable":true,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/sf_topic?post=11764"},{"taxonomy":"sf_content_type","embeddable":true,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/sf_content_type?post=11764"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.salesforce.com\/eu\/blog\/wp-json\/wp\/v2\/coauthors?post=11764"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}