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‘If the motivation is good’: Will marketers embrace ‘hybrid’ zero-based budgeting?
Could a hybrid approach cherry picking the best of zero-based budgeting gain ground with marketers?
There is renewed interest in the concept of zero-based budgeting (ZBB), a process that traditionally raises the hackles of marketers.
Britvic CMO Cindy Tervoort, for example, told Marketing Week in May she advocates taking a ZBB approach every couple of years to ensure the budget is as “lean” as possible.
“It’s a bit like National Service – a vote winner for those who don’t actually have to do the real work to make it happen,” says Andrew Warner, a fellow of The Marketing Society and a former senior marketer at Expedia, Monster and Microsoft.
