Gartner predicts that more than 40% of CMOs who push for bigger budgets this year will lose influence with the C-suite—because their asks never connect to what the business runs on. Here's the thing: your CFO's language has only four words—pipeline, risk, retention, and cost-to-acquire—and 'reach' isn't one of them. In this episode, I show you how to translate your work into those four numbers, which budget lines to cut before someone cuts them for you, and why one traceable story beats 12 metrics in any budget meeting.

Read the full article: https://spinsucks.com/communication/defend-marketing-budget

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