{"id":9509,"date":"2017-09-04T08:51:31","date_gmt":"2017-09-04T06:51:31","guid":{"rendered":"http:\/\/passodue.flywheelsites.com\/2017\/09\/04\/strategic-budgeting\/"},"modified":"2026-02-26T17:07:49","modified_gmt":"2026-02-26T16:07:49","slug":"strategic-budgeting","status":"publish","type":"post","link":"https:\/\/diariodiunconsulente.it\/en\/2017\/09\/04\/strategic-budgeting\/","title":{"rendered":"Strategic budgeting: the targeted and controlled use of resources"},"content":{"rendered":"

by Alberto Aleo<\/a><\/span><\/p>\n

While doing my military service in Italy, I served with the Engineer Corps and throughout training and beyond, we were continually instructed on how efficiently managing supplies<\/strong>, together with the targeted and controlled<\/strong> use of resources<\/strong>, can decide the outcome of a conflict. There is a whole range of literature illustrating battles won thanks more to an effective procurement strategy than the actual fighting.<\/span> One need only consider siege techniques (or nowadays the use of embargoes), or conflicts waged in hostile territories, such as deserts.<\/span><\/p>\n

If we change the context from military crises to the crisis of the markets<\/strong>, where resources are scarce, the focus will shift to the management of money and time<\/strong>.<\/span><\/p>\n

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In times of crisis companies often make cuts indiscriminately without performing a strategic analysis<\/strong> that includes a serious investigation of the relationship<\/em> between goals, the resources required, and results.<\/em><\/span><\/p><\/blockquote>\n

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In the more advanced markets there exist professional figures (often from the world of marketing) whose business card refers precisely to \u201cstrategic budgeting<\/strong>\u201d – or something very similar. The task of such experts is to study the most efficient use of resources to gain optimum results.<\/span>\u00a0<\/span><\/p>\n

On the other hand, in Italy companies still lag behind in this sense, and the result is that when the poor salesperson attempts to present a product or service that could really improve a company\u2019s ability to effectively attack the market, the reply they most commonly hear is: \u201cwe can\u2019t afford it\u201d<\/em>.<\/span><\/p>\n

Let\u2019s see how<\/em> and where<\/em> it is possible to recover investment resources<\/strong>, both to refocus our customers’ attention on the efficiency of their processes and to move beyond this feared objection. Given that my line of work is as a consultant in marketing and sales<\/strong>, I will consider the processes relating to these two areas, but you may also consider other business sectors.<\/span><\/p>\n

Marketing and sales activities have different purposes, but we can summarize them in the following main objectives:<\/span><\/p>\n