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Evidence-based thinking for strategic marketers

FP Collectiv blog graphic: How to Defend Your Marketing Budget When Finance Comes Calling
How to Defend Your Marketing Budget When Finance Comes Calling evidence and research Jun 21, 2026

Every downturn, every flat quarter, every new CFO — marketing's budget ends up on the table. Not because marketing doesn't work, but because most marketers can't explain why it works in language Finan...

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