If you're a CMO, you've probably experienced what I call the CFO freak-out. "You want how much money? For what? Are you insane?" The freak-out tripwire varies by company size, but it’s always safe to exercise caution north of twenty-five thousand dollars. That kind of money isn't pocket change for any organization. Many marketing leaders lack sensitivity to the concerns of their financial counterpart seated across the boardroom table. They stumble right onto the budget land mine. Sticker … [Read more...]