Journal

Marfi , in practice

The conversations we're having with CMOs right now, where marketing, finance, and operations meet.

Marketing capital allocation: managing your budget like an investment portefolio

Marketing capital allocation is the discipline of treating your budget like an investment portfolio, allocating capital across opportunities based on expected returns, trade-offs, and business priorities. Here's why it beats campaign optimization in 2026.

Marketing capital allocation: managing your budget like an investment portefolio

Marketing capital allocation is the discipline of treating your budget like an investment portfolio, allocating capital across opportunities based on expected returns, trade-offs, and business priorities. Here's why it beats campaign optimization in 2026.

Marketing cost inflation is structural, not seasonal

Marketing cost inflation is rising across media, technology, and talent faster than budgets adjust. Optimization can't fix it. Reallocation can.

Marketing cost inflation is structural, not seasonal

Marketing cost inflation is rising across media, technology, and talent faster than budgets adjust. Optimization can't fix it. Reallocation can.

Who should own influencer marketing? Your media director?

Who should own influencer marketing? Not PR, and not media by default. It comes down to whether your team can already manage it with media-grade KPIs.

Who should own influencer marketing? Your media director?

Who should own influencer marketing? Not PR, and not media by default. It comes down to whether your team can already manage it with media-grade KPIs.