You said “Also, please keep these other points in mind:

1. Participants were almost certainly guessing how much budget their institution allocated to online activities. I doubt that most financial marketers can accurately recall how their budgets breakdown by activity, and that’s assuming they ever knew the correct breakdowns in the first place.

2. It’s doubtful participants in the survey used their organization’s overall budget, because it’s unlikely that anyone other than a handful of CFO’s have any idea what the total operating budget for their financial institutions is. There are plenty of financial marketers who can’t even tell you with any degree of certainty what their own marketing budget is, much less what the budgets are for HR, training, IT, etc.”

These two comments are shocking to me. Over the last 22 years I never worked in a marketing department or company where we did not know our budget (and company budget) and how we spent our money.

@dmgerbino