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Watch now: Marketing investment plan as a tool to change the narrative from cost to investment

Are you a senior marketing leader in a complex B2B environment who wants to improve long-term alignment with your business management and present business-case-level investment options?

Listen to this video session on how to present marketing’s full potential to your management team.

You'll hear how you can identify the most impactful investment options and what we see as the top options based on our latest client cases and discussions with marketing leaders.

https://98373.fs1.hubspotusercontent-na1.net/hubfs/98373/Webinar_%20Investment%20roadmap%20%E2%80%93%20Marketing%20from%20cost%20to%20investment%202026%20_%20Mavenfirst.png
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Watch the recording

What we talked about:

 

• What is typically missing? Why business management simply won't invest in things they don’t understand – and how you change that narrative.

• Marketing as an investment option: How to build a business case that presents marketing’s full potential instead of just a budget request.

• Cost of Inaction (CoI): Why do we often recommend using CoI instead of ROI, and when should you use ROI? 

• Value levers: How can you find the specific areas where marketing has the biggest impact on your company’s success?

• The top 3 options we see for each value lever based on our recent client cases and discussions with marketing leaders – and what you should consider in your planning.

 

 

Here you can get the PDF material. 

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Meet the speaker on LinkedIn

Jani helps senior marketing executives with their challenges and ambitious goals. He has over a decade of experience working with marketing professionals in complex B2B.

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CASE STUDY

Case From ‘event organizer’ to ‘business partner’ in a global industrial company

CASE STUDY

Moving from event organizer to business driver in a global industrial company

While the business saw marketing as important, its real value was unclear to stakeholders and the team alike. The team operated with defined targets, but these goals often lacked a direct link to broader business outcomes.

For the VP of Marketing, a daily life was filled with back-to-back meetings and constant firefighting.

To change this, the team used The Mavenfirst Marketing Function Business Plan™ to establish a clear direction and a structured framework for their operations.