Throw out the rulebook and flip the funnel

Australia’s savviest marketers are throwing out the rulebook when it comes to budgets. Smart brands are focusing less on the allocation of marketing spend and more on cost per acquisition (CPA) and return on investment (ROI). In other words, they are taking budget off the table and focusing on outcomes instead. Clearly, the conversation is changing. Instead of asking marketing teams: ‘What do you want to spend this month?’, the astute are asking: ‘How much do you value your future customers?’ This new paradigm – marked by the shift from budget to value – is proving critical in getting