Its Budget season at my job and I have an interesting question for those willing to answer. Where does the marketing budget sit in your company? Is it with the marketing team or with the program/product you support?

I’d rather it be with the marketing team as we are the experts on marketing. But right now it sits with the program which creates a negative rub when we don’t do exactly what they think they need marketing wise.

How’s it done on your end?

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Our budget is controlled by the marketing team. I'm not surprised that your arrangement is causing some friction. I would not be happy about having someone from another team telling us how to spend our dollars. I'm not happy about the size of our budget (is anyone in marketing?), but at least we're able to use it as we see fit.

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I always wish I had more money to market. Some of the things we could do!

I’ve seen both approaches, and there are plusses and minuses to both. When the budget sits with marketing the challenge is for them to prioritize the right aspects of the program/product. When it sits with the program/product, the challenge is to understand the nuances of marketing.

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You’re totally right. It certainly causes friction on both sides. I do like having more control over how each dollar is spent. I’m pushing the company to move it back to us.

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