In today’s competitive landscape, a company’s marketing budget isn’t just an expense—it’s a strategic tool for growth. This presentation centers on benchmarking marketing spend against industry peers to reveal where your budget stands and uncover opportunities for competitive advantage. We’ll dive into a framework that emphasizes strategic planning to balance short-term activation with long-term brand-building, ensuring a sustainable and impactful presence. By exploring how to allocate budgets effectively across various channels—both digital and traditional—and making a cultural commitment to continually benchmark, plan, iterate, and scale up, this playbook provides actionable insights to maximize ROI and position your brand for lasting success.

About Brad B McCormick:
Brad B McCormick is a digital brand & marketing strategist with over 25 years of experience helping brands act strategically in the digital world. Brad has led digital marketing projects for some of the largest brands in the world, including LEGO, McDonald's, and the US Federal Government.

Brad teaches Digital Marketing Strategy & Performance Management each semester at Southern Methodist University in Dallas and is a Past President of the DFW chapter of the American Marketing Association. Brad also runs the 10Louder, a Digital Marketing Strategy consultancy based in Dallas.