There is no doubt that the economic climate of 2009 is going to put pressure on marketing budgets. If you have an approved budget for 2009, don't count on it being set in stone for the year. CFOs, CEOs & Corporate Boards may coming knocking on marketing's door to halt spending depending on how the year unfolds.
Be prepared to justify your marketing plan for 2009. Make sure it ties to corporate goals and to revenue. Show how it can be measured. Do not deliver a plan that looks exactly like 2008. Even if you had the best plan going you will get more credibility if you show management that you are aware of the realities of 2009 and have made smart changes to make those marketing dollars work harder and more effectively for you in 2009.
MarketingSherpa has two articles that also have good advice on defending your Marketing budget in the year ahead. Click here to read Special Report: How To Defend Your ’09 Marketing Budget, Part I: 5 Preparatory Tactics . Also read Special Report: How To Defend Your Marketing Budget, Part II: Meeting Tips + Challenging Scenarios.