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BtoB

Senior execs: Marketing doesn't get enough budget

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Los Angeles—According to a recent survey by executive recruiting firm Korn/Ferry International, 48% of senior business executives say the marketing department does not receive enough budget support. The survey was based on an online poll of 168 senior business executives visiting the Korn/Ferry website in March. It found that 42% of senior executives said marketing does receive enough budget, while 10% said it receives too much budget. When asked which marketing strategy to allocate budget to in order to be successful, 53% of senior executives said exploring new channels through a “test and learn” approach; 33% said increasing internal resources; and 14% said outsourcing to specialized agencies.
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